LSBM305: JustPark Business Plan and Pivot Strategy Analysis
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This report presents a comprehensive business plan analysis for JustPark, a technology platform connecting drivers with parking spaces. It begins with an introduction to business plans and an overview of JustPark's mission, vision, and values. The main body includes a detailed company description, market analysis, competitor analysis, organizational and management structure, marketing plan, and financial analysis. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The report also explores JustPark's current strategies, the impact of the COVID-19 pandemic, and a pivot strategy to adapt to changing market conditions. The report concludes with references to the sources used.

Business Plan
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Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Company description .................................................................................................................1
Market analysis: .........................................................................................................................2
Competitor analysis:....................................................................................................................2
Organisation and management:...................................................................................................3
Marketing plan:...........................................................................................................................3
Financial analysis:.......................................................................................................................4
SWOT analysis:..........................................................................................................................4
Pivot Strategy:.............................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Company description .................................................................................................................1
Market analysis: .........................................................................................................................2
Competitor analysis:....................................................................................................................2
Organisation and management:...................................................................................................3
Marketing plan:...........................................................................................................................3
Financial analysis:.......................................................................................................................4
SWOT analysis:..........................................................................................................................4
Pivot Strategy:.............................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Business plan is formal written document that provide information about company's goals
and objectives, various methods for attaining those objectives and goals, and the fixed time
frame for the achievement of various goals of business. (Azinheiro, 2019). It also has
information about nature of business, background of organisation, financial position of the
company and the strategies that helps to provide direction of business. This report is based on
JustPark and business plan for the company. It includes market analysis of the company, also
competitor analysis, organisation management, marketing plan of business. Further, it includes
financial analysis, SOWT analysis and in the end Pivot strategy for the business.
MAIN BODY
Company description
JustPark is a technology platform that helps drivers to matches with parking areas
through the website and mobile application (Council, 2019). Company was founded in London
by Anthony Eskinazi in 2006. the JustPark services used by over 2.5 million drivers with 45,000
spaces owners across the UK (JustPark, 2021). With the image of market leader in pre bookable
off street parking, the company also become the number one in the play store and app store for
the search term parking in 2018. JustPark also known as Parkatmyhouse, company was founded
by Anthony after he had trouble in parking for baseball game in San Francisco.
Mission of JustPark:
The mission statement of company is “To make parking easy”. The five star rated app
helps millions of drivers enjoy an intelligent parking system and experience award winning car
park technology.
Vision of JustPark:
The Vision of company is To focus on contributing towards the world, also priorities
communities and the environment where people live and work. the main motive of company is to
empower people to become smarter in the future.
Values of JustPark:
Company is dedicated towards solving parking problems by providing easy way to
parking to drivers (Fichter, and Tiemann, 2020). The main motive of company is to empower
human being to make smarter, seamless mobility choices. They concentrated about providing
1
Business plan is formal written document that provide information about company's goals
and objectives, various methods for attaining those objectives and goals, and the fixed time
frame for the achievement of various goals of business. (Azinheiro, 2019). It also has
information about nature of business, background of organisation, financial position of the
company and the strategies that helps to provide direction of business. This report is based on
JustPark and business plan for the company. It includes market analysis of the company, also
competitor analysis, organisation management, marketing plan of business. Further, it includes
financial analysis, SOWT analysis and in the end Pivot strategy for the business.
MAIN BODY
Company description
JustPark is a technology platform that helps drivers to matches with parking areas
through the website and mobile application (Council, 2019). Company was founded in London
by Anthony Eskinazi in 2006. the JustPark services used by over 2.5 million drivers with 45,000
spaces owners across the UK (JustPark, 2021). With the image of market leader in pre bookable
off street parking, the company also become the number one in the play store and app store for
the search term parking in 2018. JustPark also known as Parkatmyhouse, company was founded
by Anthony after he had trouble in parking for baseball game in San Francisco.
Mission of JustPark:
The mission statement of company is “To make parking easy”. The five star rated app
helps millions of drivers enjoy an intelligent parking system and experience award winning car
park technology.
Vision of JustPark:
The Vision of company is To focus on contributing towards the world, also priorities
communities and the environment where people live and work. the main motive of company is to
empower people to become smarter in the future.
Values of JustPark:
Company is dedicated towards solving parking problems by providing easy way to
parking to drivers (Fichter, and Tiemann, 2020). The main motive of company is to empower
human being to make smarter, seamless mobility choices. They concentrated about providing
1
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better connected future by providing effective quality of services to their customers and gain
their trust.
Current strategy of JustPark.
For the better growth of business and increase in profitability, JustPark is using special
promo codes and discounts for booking through online mobile applications for fist time users.
Also they use social media through the various campaigns to engaging with the customers such
as brand mentions, quick response time etc. the main strategy of company is to enhance
experience of end to end user in the term of refund policy and customer support “one click
access”. They also focus on special campaigns/ discount off for promotional season like
holidays, events, concerts etc.
Market analysis:
Marketing analysis refers to the qualitative and quantitative assessment of target market,
it evaluate both value and volume, it also explain various customer segments and their buying
patterns that have an impact competition level and economic environment of the company (Götz,
2020). In the context of JustPark, company focused on the renters and owners of the cars,
company spread them into smaller groups. Target customers of the company is drivers who finds
trouble while searching for parking space. Company makes sure to provide better services and
solve the issues of customers. In the situation of Corona virus, people are more focused on
digitalization rather than face to face interaction, and it is beneficial for the business of JustPark.
However, people in this pandemic situation prefer to stay home rather than going out and it could
impact the business of JustPark. In various public transportation there are many restrictions of
government due to the pandemic situation and it may affect the business of JustPark. In shopping
malls, departmental stores, and many more areas where government restricted the entry of people
this may also have an impact on the business of respective organisation.
Competitor analysis:
Competition analysis is strategic management of various strength and weakness of
competitor in order to analyse their current market position (Inkon, 2019). The analysis helps
business to provide both offensive and defensive strategic context to identify various
opportunities and threats in the market. In the context of JustPark, competition analysis of
company provide insight about the potential competitor of the business that could be a threat for
2
their trust.
Current strategy of JustPark.
For the better growth of business and increase in profitability, JustPark is using special
promo codes and discounts for booking through online mobile applications for fist time users.
Also they use social media through the various campaigns to engaging with the customers such
as brand mentions, quick response time etc. the main strategy of company is to enhance
experience of end to end user in the term of refund policy and customer support “one click
access”. They also focus on special campaigns/ discount off for promotional season like
holidays, events, concerts etc.
Market analysis:
Marketing analysis refers to the qualitative and quantitative assessment of target market,
it evaluate both value and volume, it also explain various customer segments and their buying
patterns that have an impact competition level and economic environment of the company (Götz,
2020). In the context of JustPark, company focused on the renters and owners of the cars,
company spread them into smaller groups. Target customers of the company is drivers who finds
trouble while searching for parking space. Company makes sure to provide better services and
solve the issues of customers. In the situation of Corona virus, people are more focused on
digitalization rather than face to face interaction, and it is beneficial for the business of JustPark.
However, people in this pandemic situation prefer to stay home rather than going out and it could
impact the business of JustPark. In various public transportation there are many restrictions of
government due to the pandemic situation and it may affect the business of JustPark. In shopping
malls, departmental stores, and many more areas where government restricted the entry of people
this may also have an impact on the business of respective organisation.
Competitor analysis:
Competition analysis is strategic management of various strength and weakness of
competitor in order to analyse their current market position (Inkon, 2019). The analysis helps
business to provide both offensive and defensive strategic context to identify various
opportunities and threats in the market. In the context of JustPark, competition analysis of
company provide insight about the potential competitor of the business that could be a threat for
2
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the future. The main competitor in the market of UK is Keoils UK, SLC Rail, TransportAPI,
these are the main competitors of the company. In the context Keoils UK, company is
multinational transportation organisation that operates in public transportation services.
Company operates in transportation services and become the competitor of JustPark services.
Because of COVID-19 Keoils UK also face loss because of reduction of transportation and lock
down in the country. Reduction in transportation services in UK has affect the business of model
of transportation companies. Business model of the company is depending on the number of
people going out side with own vehicles and increase the transportation areas of country.
Because of corona virus pandemic various Malls, stores start making their own parking space
that also have impact on the business of JustPark.
Organisation and management:
Organisation and management of the company increase the level of effective business
and its growth in the market. It is an art of getting people together in order to achieve goals and
objectives of the company (Masciocchi, 2019). Organisation management helps in optimum
utilization of resources and through the various planning and control on the strategic
management of the business. In the context of JustPark, company focus on effective management
of its business in order to achieve various goals and objectives. Leadership team of the company
ensure that they manage all the functions of organisation in most effective manner. Leadership
team of the company also helps in the strategic decision making in order to gain better growth
and competitive market. Leaders of the company manage every critical situation and provide
appropriate solution of various problems occurring during the COVID situation, it has impact on
the growth and profitability of the business. In COVID situation leaders of JustPark make an
effective plan for the company that helps in better growth and effective level of arrangement of
marketing strategy in the business. Managers of the company ensure that they follow all the
guidelines provided by the government to the transportation companies. Leaders of the company
use situational analysis theory in their organisation that helps in better understanding of various
situation and problems company face during COVID situation. Thus, leadership teams of the
company help in better management of organisation and growth in competitive market.
Marketing plan:
Marketing plan is an outline that reflect the organisational strategy of the company to
gain competitive edges and growth (Moro Visconti, 2019). Marketing plan is strategy that
3
these are the main competitors of the company. In the context Keoils UK, company is
multinational transportation organisation that operates in public transportation services.
Company operates in transportation services and become the competitor of JustPark services.
Because of COVID-19 Keoils UK also face loss because of reduction of transportation and lock
down in the country. Reduction in transportation services in UK has affect the business of model
of transportation companies. Business model of the company is depending on the number of
people going out side with own vehicles and increase the transportation areas of country.
Because of corona virus pandemic various Malls, stores start making their own parking space
that also have impact on the business of JustPark.
Organisation and management:
Organisation and management of the company increase the level of effective business
and its growth in the market. It is an art of getting people together in order to achieve goals and
objectives of the company (Masciocchi, 2019). Organisation management helps in optimum
utilization of resources and through the various planning and control on the strategic
management of the business. In the context of JustPark, company focus on effective management
of its business in order to achieve various goals and objectives. Leadership team of the company
ensure that they manage all the functions of organisation in most effective manner. Leadership
team of the company also helps in the strategic decision making in order to gain better growth
and competitive market. Leaders of the company manage every critical situation and provide
appropriate solution of various problems occurring during the COVID situation, it has impact on
the growth and profitability of the business. In COVID situation leaders of JustPark make an
effective plan for the company that helps in better growth and effective level of arrangement of
marketing strategy in the business. Managers of the company ensure that they follow all the
guidelines provided by the government to the transportation companies. Leaders of the company
use situational analysis theory in their organisation that helps in better understanding of various
situation and problems company face during COVID situation. Thus, leadership teams of the
company help in better management of organisation and growth in competitive market.
Marketing plan:
Marketing plan is an outline that reflect the organisational strategy of the company to
gain competitive edges and growth (Moro Visconti, 2019). Marketing plan is strategy that
3

contains the list of action in order to achieve competitive advantages and growth in the market.
Below is the explanation of marketing mix in order to explain marketing strategy of JustPark.
Marketing Mix: this refer to the various tactics and tools that company use to promote
its business in market. Marketing mix helps businesses to increase the level of profitability and
sale in the market.
Price: This refer to the value that company put for its product and services, price of
product depends upon the cost of production, segment market, ability target market to pay for the
product, supply and demand of product and services etc. in the context of JustPark company
focus on effective price strategy in order to increase the level of customer base. JustPark
application charge 3% of booking fee to the owners of parking. They follow different price
strategies according to the time period of bookings.
Product: This refer to the items or services that company provide in the market in order
to fulfil the needs and wants of the customers (Rodrigues, 2020). In the context of JustPark,
company provide online parking services through its application that help its drivers to have
comfort journey.
Place: This refer to the determining areas of distribution of product and services selected
by the company. In the context of JustPark, the distribution market of company is various
parking owners, malls, stores etc. Also customer can use its services from the mobile application.
Promotion: It is marketing tool that company use in order to provide all the information
about product and services to its customers. In the context of JustPark company use online site to
promote product and services. Company use social media marketing as a promotion tools in
order to attract more customers.
Financial analysis:
Financial analysis refer to the assessment of profitability, stability, viability of company,
this helps businesses to know about the growth and profitability ratio of the company (Teasdale,
Steiner, and Roy, 2020). In the context of JustPark, in 2018 the application of the company used
by 2.5 million drivers with 45,000 space owners across the UK (JustPark Overview, 2021).
Current revenue of company is $41 million per year, due to corona virus pandemic company
increase the level of strategic planning in the firm that help in better organisation of the
company's growth and availability.
4
Below is the explanation of marketing mix in order to explain marketing strategy of JustPark.
Marketing Mix: this refer to the various tactics and tools that company use to promote
its business in market. Marketing mix helps businesses to increase the level of profitability and
sale in the market.
Price: This refer to the value that company put for its product and services, price of
product depends upon the cost of production, segment market, ability target market to pay for the
product, supply and demand of product and services etc. in the context of JustPark company
focus on effective price strategy in order to increase the level of customer base. JustPark
application charge 3% of booking fee to the owners of parking. They follow different price
strategies according to the time period of bookings.
Product: This refer to the items or services that company provide in the market in order
to fulfil the needs and wants of the customers (Rodrigues, 2020). In the context of JustPark,
company provide online parking services through its application that help its drivers to have
comfort journey.
Place: This refer to the determining areas of distribution of product and services selected
by the company. In the context of JustPark, the distribution market of company is various
parking owners, malls, stores etc. Also customer can use its services from the mobile application.
Promotion: It is marketing tool that company use in order to provide all the information
about product and services to its customers. In the context of JustPark company use online site to
promote product and services. Company use social media marketing as a promotion tools in
order to attract more customers.
Financial analysis:
Financial analysis refer to the assessment of profitability, stability, viability of company,
this helps businesses to know about the growth and profitability ratio of the company (Teasdale,
Steiner, and Roy, 2020). In the context of JustPark, in 2018 the application of the company used
by 2.5 million drivers with 45,000 space owners across the UK (JustPark Overview, 2021).
Current revenue of company is $41 million per year, due to corona virus pandemic company
increase the level of strategic planning in the firm that help in better organisation of the
company's growth and availability.
4
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SWOT analysis:
SWOT analysis is strategic framework that provide insight about the internal and external
factors that have an impact on its growth and profitability. In the context of JustPark, SWOT
analysis helps business to identify various internal and external factor that have an impact on its
decision making process.
Strength of JustPark: Company provide online parking services through its application
that helps drivers and its customers to use those services. JustPark, is growing company and
increase its growth by effective strategy and growth. Company use the strategy of attracting the
drivers who find difficulties to get appropriate parking space for their vehicles.
Weakness of JustPark: In the terms of JustPark, the main weakness of company is new
competitors in the market, that may have an effect on its growth and level of profitability. This
could have a impact on the future business of the compay.
Opportunities for JustPark: Due to corona virus pandemic people are more concerned
about digital business rather than face to face interaction (Watson, and McGowan, 2019). This
can help in better growth in the market, and increase the number of customer base.
Threats of JustPark: Future competition could be threat for the business of JustPark,
increasing number of online applications and services and affect the level of profitability of
business.
Pivot Strategy:
A pivot strategy is a technique or tool that use by the company in order to analyse overall
trends of the market over different time period. The Pivot point helps company to determined the
high and low of business and closing price from the previous trading day. The Pivot point
analysis is also use for the indicator, that include support and resistance level that based on the
pivot point calculation. In the context of JustPark, company can use Pivot point analysis for
calculation and determination of the level of sentiment of the market could change in the future.
This could help company to analyse pivot point in order determined level of entry, stops, and
profit tracking. However, UK is facing COVID situation and it has an impact on businesses and
their profitability. To deal with this situation company can use this tool in order to increase its
business in future and its growth for the company. This tool can help business to have insight
about future growth and market profitability. It also increases the level of effectiveness in the
business. Combing of pivot point can identify the overlaps and coverage of business in the
5
SWOT analysis is strategic framework that provide insight about the internal and external
factors that have an impact on its growth and profitability. In the context of JustPark, SWOT
analysis helps business to identify various internal and external factor that have an impact on its
decision making process.
Strength of JustPark: Company provide online parking services through its application
that helps drivers and its customers to use those services. JustPark, is growing company and
increase its growth by effective strategy and growth. Company use the strategy of attracting the
drivers who find difficulties to get appropriate parking space for their vehicles.
Weakness of JustPark: In the terms of JustPark, the main weakness of company is new
competitors in the market, that may have an effect on its growth and level of profitability. This
could have a impact on the future business of the compay.
Opportunities for JustPark: Due to corona virus pandemic people are more concerned
about digital business rather than face to face interaction (Watson, and McGowan, 2019). This
can help in better growth in the market, and increase the number of customer base.
Threats of JustPark: Future competition could be threat for the business of JustPark,
increasing number of online applications and services and affect the level of profitability of
business.
Pivot Strategy:
A pivot strategy is a technique or tool that use by the company in order to analyse overall
trends of the market over different time period. The Pivot point helps company to determined the
high and low of business and closing price from the previous trading day. The Pivot point
analysis is also use for the indicator, that include support and resistance level that based on the
pivot point calculation. In the context of JustPark, company can use Pivot point analysis for
calculation and determination of the level of sentiment of the market could change in the future.
This could help company to analyse pivot point in order determined level of entry, stops, and
profit tracking. However, UK is facing COVID situation and it has an impact on businesses and
their profitability. To deal with this situation company can use this tool in order to increase its
business in future and its growth for the company. This tool can help business to have insight
about future growth and market profitability. It also increases the level of effectiveness in the
business. Combing of pivot point can identify the overlaps and coverage of business in the
5
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market. Use of pivot point may help to increase the market share of business and its growth in
the market. Analysis of future trends increase and reduce the risk of uncertainty in business.
This treading business of future environment could impact the level of profitability and growth
of business in most effective manner.
Thus, pivot strategy is use for the business of JustPark, it could help company to analyse
future market and level of effectiveness in the market. Also this strategy is useful for the growth
and level of profitability in the business. Effectiveness of business increase the level of
profitability and future growth.
6
the market. Analysis of future trends increase and reduce the risk of uncertainty in business.
This treading business of future environment could impact the level of profitability and growth
of business in most effective manner.
Thus, pivot strategy is use for the business of JustPark, it could help company to analyse
future market and level of effectiveness in the market. Also this strategy is useful for the growth
and level of profitability in the business. Effectiveness of business increase the level of
profitability and future growth.
6

7
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CONCLUSION
From the above information it can be conclude that business plan helps businesses to
understand about the goals and objectives of business. Also business plan provides strategic
direction to the company in order to increase the level of effectiveness of business. Marking
analysis of the business increase the level of effectiveness and growth to the business.
Competitors analysis assist company towards the insight about the strength and weakness of
competitive firms. Also financial analysis helps business to know about the capabilities and
growth in competitive market. Pivot analysis increase the effectiveness of business and help in
better growth and effective level of strategic decision making.
8
From the above information it can be conclude that business plan helps businesses to
understand about the goals and objectives of business. Also business plan provides strategic
direction to the company in order to increase the level of effectiveness of business. Marking
analysis of the business increase the level of effectiveness and growth to the business.
Competitors analysis assist company towards the insight about the strength and weakness of
competitive firms. Also financial analysis helps business to know about the capabilities and
growth in competitive market. Pivot analysis increase the effectiveness of business and help in
better growth and effective level of strategic decision making.
8
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REFERENCES
Books and Journals
Azinheiro, R.E.G., 2019. Business Plan: Patmosphere (Doctoral dissertation).
Council, N.I.S.C., 2019. Business Plan.
Fichter, K. and Tiemann, I., 2020. Impacts of promoting sustainable entrepreneurship in generic
business plan competitions. Journal of Cleaner Production, 267, p.122076.
Götz, J., 2020. Business Plan. In Seasonal Affective Disorder and Light Therapy (pp. 165-203).
Springer, Wiesbaden.
Inkon, K., 2019. A cross-sectional study on the relationship between business plan, entrepreneur
type, development stage and profitability of US SMEs. Academy of Entrepreneurship
Journal, 25(1), pp.1-21.
Masciocchi, B., 2019. How to make a business plan. In Studies in Surface Science and
Catalysis (Vol. 179, pp. 465-484). Elsevier.
Moro Visconti, R., 2019. How to prepare a business plan with excel. Available at SSRN 2039748.
Rodrigues, S.A.A.R., 2020. Business plan for ThinkPR (Doctoral dissertation).
Teasdale, S., Steiner, A. and Roy, M., 2020. Wrestling with wicked problems? The value of
business plan competitions to social entrepreneurship education. Journal of Non-profit
Education and Leadership, 10(2), pp.1-24.
Watson, K. and McGowan, P., 2019. Emergent perspectives toward the business plan among
nascent entrepreneur start-up competition participants. Journal of Small Business and
Enterprise Development.
ONLINE
JustPark Overview, 2021. [Online] Available through:
<https://pitchbook.com/profiles/company/55057-51>.
JustPark, 2021. [Online] Available through: <https://craft.co/justpark>.
9
Books and Journals
Azinheiro, R.E.G., 2019. Business Plan: Patmosphere (Doctoral dissertation).
Council, N.I.S.C., 2019. Business Plan.
Fichter, K. and Tiemann, I., 2020. Impacts of promoting sustainable entrepreneurship in generic
business plan competitions. Journal of Cleaner Production, 267, p.122076.
Götz, J., 2020. Business Plan. In Seasonal Affective Disorder and Light Therapy (pp. 165-203).
Springer, Wiesbaden.
Inkon, K., 2019. A cross-sectional study on the relationship between business plan, entrepreneur
type, development stage and profitability of US SMEs. Academy of Entrepreneurship
Journal, 25(1), pp.1-21.
Masciocchi, B., 2019. How to make a business plan. In Studies in Surface Science and
Catalysis (Vol. 179, pp. 465-484). Elsevier.
Moro Visconti, R., 2019. How to prepare a business plan with excel. Available at SSRN 2039748.
Rodrigues, S.A.A.R., 2020. Business plan for ThinkPR (Doctoral dissertation).
Teasdale, S., Steiner, A. and Roy, M., 2020. Wrestling with wicked problems? The value of
business plan competitions to social entrepreneurship education. Journal of Non-profit
Education and Leadership, 10(2), pp.1-24.
Watson, K. and McGowan, P., 2019. Emergent perspectives toward the business plan among
nascent entrepreneur start-up competition participants. Journal of Small Business and
Enterprise Development.
ONLINE
JustPark Overview, 2021. [Online] Available through:
<https://pitchbook.com/profiles/company/55057-51>.
JustPark, 2021. [Online] Available through: <https://craft.co/justpark>.
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