University of Northampton: Entrepreneur Interview Report on MOMA Foods

This individual research report focuses on an interview with Tom Mercer, the entrepreneur behind MOMA Foods. The report details the interview process, including ethical considerations and the questions asked. It analyzes the data collected, highlighting Mercer's innovative thinking and passion. The report then relates the interview findings to relevant theories, particularly the Personality Trait Theory (Big Five) and the Entrepreneurship Innovation Theory by Schumpeter, examining how Mercer's traits and business practices align with these theoretical frameworks. The conclusion summarizes the key skills and characteristics of an entrepreneur, emphasizing the importance of personality development and effective communication. This report offers a comprehensive overview of Mercer's entrepreneurial journey and its theoretical underpinnings.

INDIVIDUAL RESEARCH
REPORT

TABLE OF CONTENTS
TABLE OF CONTENTS................................................................................................................2
INTRODUTION..............................................................................................................................1
MAIN BODY..................................................................................................................................1
Identification and selection of an entrepreneur...........................................................................1
Process of Interview with ethical consideration..........................................................................2
Analysis of Data..........................................................................................................................2
Relation to the theory...................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUTION
Individual research is sometimes referred to as directed study, and is an educational activity
undertaken by an individual with little to no supervision. It is basically been conducted by own
and also at own level. Present report will lay emphasis on the entrepreneur Tom Mercer who is
the owner of MOMA foods. The report will provide details about the interview process done
with the entrepreneur. Assignment will also lay emphasis on the ethics and regulations which has
been followed during the time of interview process. It will also provide the theories which have
been followed during interviewing an entrepreneur.
MAIN BODY
Identification and selection of an entrepreneur
For the present case situation, an entrepreneur which has been selected is Tom Mercer.
He is the owner of MOMA foods. It has been analysed from the research that Tom Mercer was a
graduate of Cambridge University, was a management consultant with Bain and Co. in the City
of London. The business idea was generated by him in a way that before going to the work he
always was been involved in blending the oats and making smoothie for his breakfast. This was
the main reason of him getting late (McKenny and et.al., 2017). After this he came up with the
idea to pre-prepare and sell it to the commuters at the railway, train and car stand. Here he came
up with the idea of MOMA foods. The MOMA food was been established by the entrepreneur in
year 2006. It was been analysed that entrepreneur was been involved in providing healthy
breakfast to commuters at a very reasonable and affordable prices.
After some time there was a problem that commuters was not ready to pay a bit extra for
the healthy breakfast than Tom Mercer with his innovative thinking skills has transferred his
focus and put up on the stalls and retailers. It was been analysed that soon pulled in some great
wins – Waitrose, Ocado, and Virgin Atlantic. Now, the entrepreneur is been trying to expand the
market share of his company and that too beyond London. They are going to work with Ocado a
leading internet retailer who runs their business in United Kingdom. Tom Mercer was been
selected for the report has the entrepreneur has all the qualities which needs to be required in
order to be successful. It was been analysed that the entrepreneur was really confident on the
idea implemented by him.
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Process of Interview with ethical consideration
The interview was been placed with Tom Mercer at the venue decided by us and also at the
time which was been decided by the entrepreneur. It has been analysed that during the time of
interview the entrepreneur was really confident and seemed really energetic. He provided with
the information related to how the business was started and what was the skills which was
required for making the business a success. It was also been analysed that the entrepreneur also
shared about his experience related to the starting of business. The interview was been conducted
on the time decided by him. Various questions were been asked related to the success story of the
entrepreneur. Some of the questions which were been asked during the time of interview
includes the following. It was the following questions based on the success of entrepreneur:
 How did you come up with the idea?
 Who was your inspiration?
 Were you confident about the idea you brought up?
 What are the skills you possess?
 How do you feel to be at this position?
 Did your family support you?
 Can you share your experience with us?
During the time of asking this question it was been analysed that the ethical code of conduct
was been followed. No such questions was been asked which can hamper the value, belief and
attitude of the entrepreneur (Kuratko, 2016). It was also been analysed that the process of
interview was started on time, there was no delay in that process. The interview was been
conducted in the safe and secure environment. It was also been analysed that respect and dignity
was been maintained while conducting the interview. This was really necessary so that the
interviewer can gain knowledge about the success of Tom Mercer.
Analysis of Data
It has been analysed from the data collected that Tom Mercer really had innovate and
creative thinking. He was been able to convert his idea into proper business situation. He was
been able to provide healthy breakfast to commuters. This idea has also assisted him in gaining
popularity and also supported him in growing. It was also been analysed that he was really
passionate and also enthusiastic about the idea which has been implemented by him. These skills
made him grow and achieve his goals and objectives.
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Relation to the theory
Personality Trait theory
Traits in the psychology refer to various ways that are used for describing a person. Trait
approach is a vital area of study in the psychology for helping the person to identify the
personality of a person. Traits are defined as characteristics causing the person for depicting a
response to the situations in many ways. In the case study of MOMA cafe Tom cruiser
developed the business idea reacting over the situation faced everyday making the breakfast. The
situation was taken positively which reflects the personality of taking things positively. There are
various theories given on the personality trait.
Big Five Personality Trait Theory
It is believed by many of the psychologist of personality that there are 5 dimensions of
personality that are referred as Big G personality traits. Broadly the personality traits described
under theory are extraversion, agreeableness, openness, neuroticism and conscientiousness.
Openness
The trait features the characteristic like insight and imagination. People that are rich in this
trait have increased range of interest in variety of things. People with this feature have the
eagerness and curiousness about world, meeting new people, learning new things & enjoying
new experiences. People are also creative and adventurous with this trait and people low in trait
are more traditional and struggle in abstract thinking (Welter and et.al., 2017). Tom Cruiser is
said to be rich in this trait as the business ideas is a creative idea and let Tom to learn new things
by doing the business. The challenges associated with the business were accepted and tried to
come up new solutions for making it successful.
Conscientiousness
Standard characteristics of the dimension includes high level of thoughtfulness, goal
directed behaviours and strong impulse control. People that are highly conscientiousness tends to
more organised and have mind of details. Such personalities plan for the ahead, thinks over the
behaviours affecting other people and the mindful with deadlines. Some of the feature could be
seen in Tom as the thought about the people having same issues as suffered by Tom reflects the
high level of thoughtfulness. Goal directed behaviour encouraged to achieve the desired goals
and objectives by starting the business. the ideas of the many entrepreneurs are taken from the
basic needs of people or consumers that has helped to grow enormously. The feature is important
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for the entrepreneurs for making their business a success. High level of thoughts enables them to
solve the various issues faced in the right and productive manner (Horst and Murschetz, 2019).
Being late to office due to breakfast is an example of taking issues productively and deriving
benefits out of it.
Extraversion
Extraversion could be characterised as sociability. Excitability, assertiveness, talkativeness
and are high in emotional expressiveness. People high in extraversion are outgoings and tend to
have energy in the social situations. Such personalities feel high and energized on being around
with other people. Those who are low over this trait tend to be showing less energy when around
people or social events and require solitude for energizing back. Tom in the study was bit low in
this feature as problem was faced in starting initial conversations. However friends circle shows
that social events were not an issue. For being an successful entrepreneurs there should be strong
and effective communication skills for dealing with new people. An entrepreneur low in this may
not be able to convince the people about the products or business idea effectively. Social events
and meeting new people is essential feature of an entrepreneur which is required to be developed
for being successful and achieving the desired goals and objectives.
Agreeableness
It includes the personality dimensions like kindness, altruism, trust, prosocial behaviours
and prosocial behaviours. People that are rich in agreeableness are generally more cooperative as
compared with the people low in this. Also those are low in agreeableness are more competitive
and even manipulative. Some of the features of this trait are there in Tom as feeling the need of
other people is empathy (Ramoglou and Tsang, 2017). For helping the people facing the issues
of breakfast encourage to develop business of supplying breakfast. Business idea will resolve the
issue of number of people who face issue preparing breakfast before leaving to office. The
personality keeps the entrepreneur to follow ethical approach of conducting and not depriving
the right of others. It enables to follow ethical code of conduct in business.
Neuroticism
It is the trait that is characterized by moodiness, sadness and emotional stability. People
high over this trait experience anxiety, mood swings, sadness and irritability while people low on
this are emotionally resilient and stable. For an entrepreneur it is essential to have strong control
for becoming successful and achieving the desired growth. People that are stable in emotions
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tend to take more effective decisions. Tom is not rich in this trait which helps in taking right
decision and thinking about other alternative solution instead of being negative over situations.
Entrepreneurship Innovation Theory
It has been stated by one of the economist Joseph Alois Schumpter who has breathed life in
concepts of the innovation & entrepreneurship. The theory believes that innovation or creativity
is key factor for specialisation field of the entrepreneur. It is argued, knowledge can help the
entrepreneurs in getting success in the long way (Rauch, 2019). Development is considered as
the process that involves reforming various equipments of the production, marketing, outputs and
the industrial organisation. Innovation with the knowledge is main catalysts for the successful
entrepreneurship. In highly competitive markets it is essential to accumulate profits. There are
five functions that are developed under the innovation theory that are :
 Introduction of new products
 Introduction of new methods of production
 Opening new markets
 Conquest of new sources of supply for raw materials
 Carrying out new organisation in any industry.
Theory states that development is not the automation process. It is to be actively and
deliberately promoted by agency within system. Entrepreneurs are required to provide economic
leadership changing the initial conditions of economy & causes discontinuous changes. For
being a successful entrepreneur Tom Cruisers is required to face the challenges of uncertain
business environment (Alvarez and Barney, 2017). The knowledge base should be enhanced by
meeting experts and analysts and having spirit of motivation. As business operates in highly
competitive market Tom is required to earn and accumulate adequate amount of profits.
Leadership skills are required to be enhanced for leading the team towards right direction for
achieving the desired goals and objectives aligning the goals of employees with organisational
goals.
CONCLUSION
It is summarised from the above research that entrepreneurship requires number of skills and
characteristic in an entrepreneur. It has been evaluated from the personality trait theory that the
entrepreneurs are required to develop their personality for dealing every situation effectively.
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Entrepreneurs may face such as having effective communications skills, having detailed
knowledge from social events, taking positively and taking new ideas from issues that could
prove to be productive. They have to have effective emotional control for taking effective
decisions that are beneficial for the business and represents as a strong leader.
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REFERENCES
Books and Journals
Kuratko, D.F., 2016. Entrepreneurship: Theory, process, and practice. Cengage Learning.
McKenny, A.F. and et.al., 2017. How should crowdfunding research evolve? A survey of the
entrepreneurship theory and practice editorial board. Entrepreneurship Theory and
Practice. 41(2). pp.291-304.
Alvarez, S.A. and Barney, J.B., 2017. Resource‐based theory and the entrepreneurial
firm. Strategic entrepreneurship: Creating a new mindset. pp.87-105.
Rauch, A., 2019. Opportunities and Threats in Reviewing Entrepreneurship Theory and Practice
Ramoglou, S. and Tsang, E.W., 2017. In defense of common sense in entrepreneurship theory:
Beyond philosophical extremities and linguistic abuses. Academy of Management
Review. 42(4). pp.736-744.
Welter, F. and et.al., 2017. Everyday entrepreneurship—a call for entrepreneurship research to
embrace entrepreneurial diversity.
Horst, S.O. and Murschetz, P.C., 2019. Strategic media entrepreneurship: Theory development
and problematization. Journal of Media Management and Entrepreneurship
(JMME).1(1).pp.1-26.
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