Detailed Business Plan for Gladiator Management Pty Ltd

This business plan outlines the strategy for Gladiator Management Pty Ltd, a startup security service provider in Australia. The plan details the company's objectives, mission, and keys to success within the security industry, focusing on crowd control and static guarding services. It includes a comprehensive market analysis, segmenting the target market into retail businesses, management companies, educational institutions, and event venues. The plan also covers the company's competitive edge, marketing and sales strategies, management structure, personnel plan, and financial projections. Gladiator Management aims to provide high-quality security services, emphasizing employee training and customer satisfaction. The plan also addresses legal and technical support, standard operational procedures, and expansion strategies within the Australian market.

Running head: BUSINESS PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

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Table of Contents
Objectives...................................................................................................................................3
Mission.......................................................................................................................................3
Keys to success..........................................................................................................................3
Company summary....................................................................................................................4
Company ownership...................................................................................................................4
Expansion summary...................................................................................................................4
Services......................................................................................................................................5
Market analysis..........................................................................................................................7
Market segmentation..................................................................................................................7
Retail business........................................................................................................................7
Management companies.........................................................................................................8
Educational institutions..........................................................................................................8
Event venues..........................................................................................................................8
Strategy of target market segmentation......................................................................................9
Service business analysis...........................................................................................................9
Competition and buying patterns.............................................................................................10
Summary of strategy and implementation...............................................................................10
Competitive edge.....................................................................................................................11
Marketing strategy...................................................................................................................11
Sales strategy............................................................................................................................12
Sales forecast............................................................................................................................12

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Management summary.............................................................................................................13
Personnel plan..........................................................................................................................13
Standard Operational procedures.............................................................................................14
Employer Responsibilities.......................................................................................................16
Employee Responsibilities.......................................................................................................16
Legal and technical support.....................................................................................................16
Legal.........................................................................................................................................17
Financial plan...........................................................................................................................18
Reference List..........................................................................................................................23

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Gladiator Management Pty Ltd.
Objectives
The company is a new start-up business and will follow the below objectives so that it
can meet its targets. The objectives are:
1. The business will be established in Victoria, New South Wales and South Australia
in the parts of Australia
2. The company will employ efficient personnel so that the demands of the clients can
be met
3. To earn around AUD 2 million as profit and around AUD 300000 within the third
year of its operations
Mission
The main mission of the company will be to give premium and optimum solutions for
the demands that are sent by the client along with the companies so that the security can help
in controlling the crowds efficiently. This will help the company in providing better level of
service to the customers and provide training to the employees in an in-depth manner.
Keys to success
The company is of the belief that they will be able to achieve the success within the
security industry by implementing the following factors:
 The requirement of the clients need to be understood properly so that better solutions
can be provided
 The details of the role of the job needs to be understood in an explicit manner so that
knowledge can be developed in a wider manner

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 The employees need to be trained so that it can help in bringing success for th
organization
 The services that will be provided will be monitored by the company so that better
quality can be ensured to the customers
Company summary
The company is relatively new in the Australian market and provides security
personnel to the companies and the individual clients as well so that it can match the
objectives. The two services on which the company will be focussing is primarily to provide
the clients will the crowd controlling services and the system of static guarding as well.
The domain related to static guarding will focus mainly on providing people who can
carry out the duties of the clients, as they have become fragile and the company can be able
to provide services to them. The domain with respect to crowd control is where the company
will deploy its employees to control the crowds and even provide security to the
organizations who are carrying out the events.
Company ownership
The company will be formed on the basis of partnership where the ownership will be
divided on the basis of 60 and 40 percent respectively. The operation of the company will
start by January 2018 and it has been planned that the company will try to expand on the
basis of the assignment that they will get so that a fixed income or revenue can be earned.
Expansion summary
The company has established its office already due to the bright opportunities that
they have and are looking forward the expand their operations in the South Australian
market, Victoria, Queensland and New South Wales. The opportunities that are present in the
company will help them in attracting the clients by using the available resources in the right

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manner. This will also help the company in expanding its operations so that the resources that
are available in the other places can be used as well (Scarborough, 2016).
The company runs on providing security personnel to the clients for which proper
training needs to be provided to the employees. The cost for expanding the business will
depend on procuring the clearance from the police, license for carrying out the business and
the necessary permits that are required to run the company. It will also invest in an insurance
scheme policy so that the amount can cover any mishap that may take place while running the
business (Burns & Dewhurst, 2016).
The assets for the company will be inclusive of headsets and mobile phones so that
the guards can communicate in a proper manner when they are provided to the clients. The
company will also provide the two-way radios so that the employees can work together as a
team and ensure the success of the company (Scarborough, 2016).
Services
The company will be providing the following services to the clients:
 Services with respect to controlling of the crowds for any event that are being
organized by the clients
 Static services to the clients
This will be the main heads under which the company will be performing and will be
divided as well. Moreover, it will also provide extra services to the clients depending on
the type of demands that they have so that it can be fulfilled by the company. The services
that are related to controlling of the crowds will have the aim of managing the events in a
proper manner so that mishaps can be controlled and the static services will be the ones
that will provide services in guarding premises like schools, companies and offices.

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Nevertheless, the main aim and objectives of the company will be as follows:
1. To oversee that no crime is taking place in the areas where the security personnel is
deployed
2. To protect the surrounding environment of the clients
3. To guard the clients from unwanted trespassers and customers as well
4. To screen the employees who are entering the office premise so that no accidents can
take place
5. To provide disaster management services as well and evacuate the staffs in case of
fire or other emergencies within the schools, offices and other enterprises
The company has been licensed so that it can provide unarmed and armed services of
the clients based on their particular requirements. The guards will be trained in such a manner
so that it can carry out the duties with respect to handling the fire arms as well (Blank, 2013).
The company will make it a point that they will send the same guards if the same
client books for an order. This will help in increasing the level of efficiency of the company
as well, as the guards will have a better knowledge regarding the requirements of the client.
The unique selling point of the business will be that it will aim in providing the best quality
of services to the clients, as their details will be present in the company. The guards that are
being employed by the company will be verified in a proper manner before being sent to the
clients (Finch, 2013).
` Additionally, the presence of the company on the internet will also allow the
employees to be in touch on a constant manner and their activities and duties can be tracked
in a proper manner. This will help the company during the time of emergency, as the
company may provide help to the clients as well as keep a track of the guards who may go
missing (Blank, 2013).

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Market analysis
The security industry market is known for providing protection to most of the
company that may be retail businesses, management companies or some other companies that
are related to providing services. The static guard market along with the responsibility to
control the crowds are also high in demand. The business of providing security services has
one of the largest turnovers and is estimated to have a value of $50 billion in the year 2017.
Out of this, a major portion of the services is inclusive of armed and investigation services
along with the services that are being provided by this company as well such as the static
control guards and the guards for controlling the crowds, which has a turnover of around $42
billion. It is also significant as this industry employs around 800,000 people on a global
manner (McKeever, 2016).
The nature of these services has dropped tremendously since the recession that took
place in the year 2010, but the prospects to increase the growth has been recognized since the
start of 2015. Moreover, the activities of international terrorism is also responsible for the
outburst of this industry on a global scale. The primary focus of the company will be to
provide services to the retail and the management companies, as these companies require
securities more than the other businesses (Wentzensen & Wacholder, 2013).
Market segmentation
This section will provide a proper explanation of the customers that the company will
be targeting so that it can help in increasing the revenues. The market for the company has
been divided in to different segments and are as follows:
Retail business
The big retail businesses need to protect their products from theft for which they
require security guards. These businesses mostly consist of departmental stores along with

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different retailers so that it can protect the goods by employing security guards in the
business. This helps in providing safety for the products as well. Some of the retail stores also
deal with high-end products that require the help of the security personnel (McKenzie, 2015).
Management companies
Most of the management companies need to install heavy equipment for which they
require people to safeguard these things. These companies also hire people for front desk
operations for which security checks are necessary. These activities can be carried out by
employing security personnel so that the operations within the company can be carried out in
a smooth manner (Jones & Penaluna, 2013).
Educational institutions
The schools and colleges also require security people so that it can help them in
protecting their campus and premises. It also allows the institutions in providing convenient
services so that the outsourcing can be done properly. The security personnel also helps in
patrolling the premises at night when the building is empty.
Event venues
Events like concerts, fund raisers, seminars and other events that take place in a
locality needs security coverage, as it has top protect the people who are attending these
events. Most of these events are based on providing own employees for safeguarding the
people but in some cases when there is a large attendance, security personnel needs to be
deployed so that the crowd can be controlled in an effective manner (Ward, 2016).

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Analysis
Retail Business Management Companies
Education Events
Strategy of target market segmentation
The primary target of the company will be in the regions of South Australia, New
South Wales and Victoria along with some of the other selected regions. The company will
also target the markets that are inclusive of the retail business and the management
companies. Apart from these, the company will also provide static guard services and
services related to crowd controlling as well.
The primary aim of the business is to have a proper relationship with the above stated
segments along with the other segments where the company wants to target. The use of these
services will also result in maintaining a healthy service with the customers by providing
them with quality and better range of pricing strategies so that it can be competitive in nature
(Brinckmann & Kim, 2015).
Service business analysis
At present there are around 14000 firms that are providing security services in the
Australian market through around 9,000 establishments. This industry has some entry barriers
on the basis of legal requirements, which needs to be present so that the company can run its
operations in a proper manner. After the company meets all the legal requirements, they have

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to invest in capital resources, which is less with respect to this company. The functioning of
this industry depends mainly in the labour force that is available in abundance in the country.
The services of this company are mainly B2B, as the promotional activities that are
undertaken by the company will help them in seeking the segments that they are targeting.
The use of internet is compulsory, as it will help in gaining the right sources from where the
security personnel can be hired (Ross & Byrd, 2015).
Competition and buying patterns
There are presence of many rivals in this industry, which ranges from Australian
Security and Protection, Regional Security services, security services that are personalized in
nature along with the presence of other firms. These firms also cover different types of
markets along with the colleges and government institutions. It is also inclusive of the
services that are provided to the financial institutes, medical facilities, and real estate industry
along with other service firms.
Most of the smaller organizations also have the aim to serve the famous firms and
brands so that it can help the companies to gain a competitive advantage. The service to the
larger firms will also help in providing valuable feedbacks so that the services can be
improved and the loyalty among the clients can be increased as well (Abrams, 2013).
Summary of strategy and implementation
The major strategy for the company is that it will build the operations along with the
strategies of marketing so that the security services that are being provided to the retail stores
and management companies can be done in a proper manner. To achieve the strategies, the
company needs to do the following things:
1. The training of the employees is important with respect to the services of crowd
control and static guard

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2. The use of new strategies for advertising will help in increasing the services to the
target market in an efficient way
3. The main focus of the company will be to provide efficient and premium services to
the clients so that it can result in maintaining longer relationship with them (Botha &
Robertson, 2014)
Competitive edge
The company has to build its competitive edge by providing optimum quality of
services and goods so that it can satisfy the clients in a proper manner. The company will be
acting as a partner between the clients and help them in providing efficient services with
respect to security. With the help of partnership, the company will enable themselves in
protecting the life of the client as well as the assets that are present within the client. The
guards will act as a tool that will protect the clients and perform the other responsibilities as
well. The strategy can only be implemented by assessing the level of security that is required
by the clients so that the right kind of assistance can be provided. The executives of the
company needs to understand the challenges and the demands that the clients require so that
proper services can be provided (Blackburn, Hart & Wainwright, 2013).
Marketing strategy
The company needs to use the strategies of marketing in a proper manner so that the
services that are being offered by them can be effective in nature. It can be done as follows:
 Use of Google Adwords will help the company in providing attractive names to the
services with respect to security so that these ads can be displayed in attractive places
 The use of business cards needs to be encouraged so that it can result in booking
appointments and using the network in an efficient way