Case Study on Indigitial: An Innovative Australian Startup

Desklib provides past papers and solved assignments. This case study analyzes Mikaela Jade's entrepreneurial journey with Indigitial.

INTRODUCTION TO ENTERPRENURSHIP
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Table of Contents
Introduction......................................................................................................................................3
Case Study.......................................................................................................................................3
Conclusion.......................................................................................................................................5
References........................................................................................................................................6
Appendix..........................................................................................................................................7
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Introduction
Entrepreneurship is that process which includes the activities of designing, launching & running
the new & innovative business. The creative as well as the innovative entrepreneurs ay star their
business at the small level. The people who established the innovative business are called as
creative entrepreneurs.
Case Study
Business of the entrepreneur
The unique concept & startup of “Indigitial” was being established in the year 2012 by “Mikaela
Jade” with the main goal or the purpose to bring the mixed and the bigger reality to all the
indigenous communities in the country of Australia, in order to tell their respective stories in
relation to the country with the help of new & updated technologies. The Indigitial concept
includes the Indigitial products such as the postcards, t-shirts & may more that are being paired
with the startups of mobile applications. The effective online applications are also being formed
by the company for other big companies like for an example; it is recently working up with the
company of “Microsoft” for telling up the story of Namande (60,000 years old figure of the
“Kakadu National Park”).
Type of entrepreneur
There are five types of identified entrepreneurs including the innovators, hustlers, imitators,
researchers & buyers. Innovators are those who star up their businesses with the complete new
ideas & innovative thoughts in order to turn up their small start up into the viable business.
Hustlers believe in the hard work & they believe to star up their business from the small level &
then they expand it in the upcoming future. Imitators do not utilize their own business ideas;
they just copy the ideas of others & try to improve them. Researchers spend more time on
researching the things after deciding about the major thoughts & ideas (Fayolle, et.al. 2014).
Buyers have a sufficient amount of money which they invest in buying the business of others.
“Mikaela Jade” is the “innovators” type of the entrepreneur because when she had started then
they innovated at the wide level with the various different mobile technologies & applications.
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She always wanted to share her stories on the country through the increased reality & for that,
she had thought about the concept of “Tech” to catch up & enhance her vision.
Characteristics of entrepreneurs
Simple innovation: “Jade” focused on the simple innovation for establishing her startup &
utilized the concept of technology. She knew that the platform of mobile tech is the most
appropriate platform that can have the easy access in Kakadu after this also they continued to
develop their business with the mobile though getting the effective support from the Microsoft.
She had given the name to her startup of “#StarupSmart” by putting the 3D lifesize holograms
on the country.
Risk taker: Jade is a high risk taker, as she had no ideas that whether her startup will convert into
the viable business or not. She had taken this as the major challenge & developed the increased
level of strength for establishing her start up.
Passion: She is full of passion in the context of all her dreams & vision. She also did not find the
investors as her business ad consisted the high risk because of which she gets frustrated
sometimes, but because of her passion she had continued to achieve her dream & establish the
startup (Kerr, et.al. 2014).
Creative thinking & innovation
The creative & the innovative startup has also expanded with all the unique & big traditional
owners among the whole community in order to enhance the creation of holograms for talking
about their respective stories in their respective languages. With the help of the creative as well
as innovative thinking, the goal of Indigitial has been over reached the boundaries of mixed
reality technology.
Success & failure factors
One of the failure factors had been identified by Jade that the “Australia does not have the
incredible number of the indigenous people in the tech space”. But with the help of getting the
support from Microsoft, her startup had been able to overcome this major factor of failure. On
the other hand, as per the view of the effective factor of success, Jade has been recently awarded
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as the winner of the “Veuve Clicquot New Generation Award” in the view of coming up in the
list of top female entrepreneurs under the age of 40 years. Because of this success factor, she had
been able to face the huge level of competition in the business market. These factors viewed that
she is the high risk taker & the great innovator which are the major characteristics of being an
effective entrepreneur.
Suitable information
The chosen information effectively & efficiently supports the standard & innovative
characteristics of being a top level entrepreneur. The whole journey of entrepreneurship of
“Mikaela Jade” covers all the essential characteristics of being an effective entrepreneur such as
the capabilities for taking up the higher level of risk, enhancing innovative thoughts & business
ideas, acquiring a high level of passion & struggling (Espíritu-Olmos & Sastre-Castillo, 2015).
All these factors have effectively & efficiently supported Jade to pursue her start up & convert it
into the expandable business.
Key learning
Jade had experienced that all the other business tart ups also may face the problems of lack of
using the Tech by the people living in the country. Because of this major reason, the other
essential goal of the new start up of Indigitial is to develop the Tech in all the areas of the
industry for overcoming the major identified challenges & also for the betterment of the
indigenous community among the whole country of Australia. The big level of risk taken by Jade
was the also the high level of key learning for believing in oneself & enhance the concept of self-
motivation which is also one of the essential characteristics of the entrepreneurship (De Vita,
et.al. 2014).
Conclusion
It has been concluded that it is very essential to possess the unique as well as the innovative
characteristics in order to become the successful entrepreneurs & convert the new stat ups into te
viable businesses as in the case of “Mikaela Jade”.
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References
 Fayolle, A., Liñán, F., & Moriano, J. A. (2014). Beyond entrepreneurial intentions:
values and motivations in entrepreneurship. International Entrepreneurship and
Management Journal, 10(4), 679-689.
 Kerr, W. R., Nanda, R., & Rhodes-Kropf, M. (2014). Entrepreneurship as
experimentation. Journal of Economic Perspectives, 28(3), 25-48.
 Espíritu-Olmos, R., & Sastre-Castillo, M. A. (2015). Personality traits versus work
values: Comparing psychological theories on entrepreneurial intention. Journal of
Business Research, 68(7), 1595-1598.
 De Vita, L., Mari, M., & Poggesi, S. (2014). Women entrepreneurs in and from
developing countries: Evidences from the literature. European Management
Journal, 32(3), 451-460.
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Appendix
Interview questions:
1. What was your motivation or vision that you had for your entrepreneurial pursuits?
2. How did you identify and validate your entrepreneurial opportunity?
3. What are the skills that contribute to your success as an entrepreneur?
4. What challenges have you encountered as an entrepreneur?
5. What steps do you take to overcome any personal shortcomings that might impact your
venture?
6. From your perspective, what are the benefits and risks of entrepreneurship?
7. Did you feel prepared to run the venture at the time that it launched?
8. As an entrepreneur, what process do you follow when making decisions? How does this
differ from the decision-making process you might have used in previous careers?
9. What is the long-term plan for your venture?
10. What are some important questions an aspiring entrepreneur should ask before pursuing a
venture?
11. How you have tackled the business situations in case of all the success & the failure
factors?
12. How you have identified & implemented the business & entrepreneurial strategies to
overcome all the risk factors & other challenges?
13. How you have managed the standard source of financial resources for achieving your
goals when none of the investors agreed to support you because of the high level of risk
factors?
14. Do you think your implemented strategies can prove to be beneficial for other small &
new business start ups?
15. Do you believe that your unique idea & business thought will be helpful & beneficial for
the overall country?
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