Business Report: Mainstage Travel Ltd Performance and Strategies

This report provides a comprehensive analysis of Mainstage Travel Ltd, a small business enterprise that received funding from Dragon's Den. The report begins with an introduction to small business enterprises and entrepreneurship, setting the context for the case study. Task 1 involves producing a profile of Mainstage Travel Ltd, including its history, business activities, strengths, weaknesses, opportunities, and threats, using SWOT analysis. A comparative analysis of financial performance is conducted against a competitor, 1st Class Holiday Ltd, examining sales revenue, gross profit, net profit, and relevant ratios from 2008 to 2015. Task 2 focuses on recommending actions to overcome identified weaknesses, analyzing ways to maintain and strengthen existing performance, and suggesting new areas for business expansion. Task 3 assesses existing business objectives and plans, reviews the business plan, and proposes changes, culminating in the preparation of an action plan. Task 4 evaluates the impact of proposed changes, prepares a plan for managing these changes, and identifies improvements in business performance over a specified timeframe. The report concludes with a summary of findings and recommendations.

Small Business Enterprise

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Producing a profile of business organization.........................................................................3
1.2 Comparative analysis of business performance.....................................................................4
TASK 2............................................................................................................................................6
2.1 Recommending actions to overcome identified weaknesses.................................................6
2.2 Analyzing ways in which existing performance can be maintained and strengthened.........7
2.3 Suggesting new areas for business expansion.......................................................................8
TASK 3............................................................................................................................................9
3.1Assessing existing business objectives and plan....................................................................9
3.2 Reviewing business plan and suggesting areas for change.................................................10
3.3 Preparing an action plan to implement change....................................................................11
TASK 4..........................................................................................................................................13
4.1 Evaluating the impact of proposed changes on business and its personnel.........................13
4.2Preparing plan for managing changes...................................................................................14
4.3 Identifying the improvements that take place in the performance of business over the time
frame..........................................................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Small business enterprise implies for the entrepreneurs who have started their ventures
with the unique ideas. Hence, such firm employs very small number of employees and does not
have high volume of sales as well as profit margin. In the present era, small business
organizations of UK are growing with the very high pace. Now, government parties and venture
capitalists are offering high level of financial support to the firm (Gustafson, 2015). Thus in turn
offers opportunity to business entities to implement their unique ideas and thereby attain success
in the highly competitive business environment. Entrepreneurship implies for the individuals
who turn out their business ideas into venture. In this, with the aim to generate high profit margin
business entities take risks and implement their plan. The present report is based on the case
situation of Dragon Den who offers monetary support to business entities that have an amazing
plan. Hence, this report is based on Mainstage Travel Ltd which has been started its venture
through the support of Dragon den. In this, assignment will shed light on the profile of selected
business organization along with its strengths and weaknesses. Besides this, it will also develop
understanding about the manner through which both financial and non-financial performance can
be managed within the business unit.
History of dragon den
Dragon den implies for the reality television format that provide fun to the entrepreneurs
for implementing the business ideas. Moreover, now there are several business entities that are
not in position to start their venture due to the lack of proper fund or finance. In this, dragon den
which is the venture capitalists firm provides high level of financial and non-financial assistance
to the firm which has highly unique or innovative idea for venture.
TASK 1
1.1 Producing a profile of business organization
 Name: Mainstage Travel

 Owner / structure: It is private company limited by shares and there are mainly two key
people which are involved in managing the business operations. Name of key people are
enumerated below:
Director 1: Levin, Aden
Director 2: Tominey, Rob (1st Class Holiday Ltd, 2017)
About company: Mainstage Ltd offers unforgettable travel experience to the customers. Hence,
such firm includes highly attractive destination in the plan and places high level of emphasis on
offering incredible plan to the customers. It is the most company which has received fund from
Dragon den. Such business organization also offers flight technology and booking facility system
to the biggest and best festivals in Europe such Snowboxx (Mainstage travel Ltd, 2017). In
addition to this, business unit has also launched effectual technological platform for new hotels.
Now, company is enjoying high customer base, brand image and loyalty. Hence, financial
position and performance of travel firm is highly sound which clearly presents the success story
of it. Main aim of the business organization is develop direct booking system hotels and organize
music fest across Europe for 2020. Megaluf takeover is one of the ultimate clubbing holidays
that provide customers with incredible hotel facility and organize best events in the resort.
Company is highly known for the amazing DJ parties which are organized by it. Hence, best
party hotels and top events are the major offering of such firm. Along with this, at Avia Napa
business unit also makes focus on offering incredible holidays to the customers by organizing
attractive hotel parties and top events. Ski Ltd is one of the leading travel package providers that
offers unique or innovative services as compared to the competitors. Along with this, Snowboxx
is one of the best resorts in Europe and offers unique experience to the customers in relation to
attending music events.
Hence, all the above mentioned directors are the key players who frame strategies and
policies for making contribution in the attainment of organizational goals.
 History / background: Mainstage Travel hotel was incorporated on 6th October 2011 by 2
directors as a private limited company.
 Activity: Mainstage Travel offers unique travel plan or packages to the customers.
Company plans unbeatable holiday packages for customers by taking into consideration

the needs, wants and expectation level of customers. Mainstage travel Ltd offers
opportunity to the customers to attend big festivals or events and DJ parties. It lays high
level of emphasis on offering better and quality services to personnel. Hence, such tour
company provides customers with highly luxurious travel services at affordable prices.
Thus, key activities of firm include developing satisfaction and loyalty among customers
through the means of high quality travel services. Ayia Napa is one of the most famous
party resorts of Mainstage Ltd.
 Business location: Mainstage Travel, Rob Tominey, PO Box S9, 245a Coldharbour
Lane, London, SW9 8RR
 Strengths and weakness: Internal analysis has been conducted to assess the strengths and
weaknesses of hotel unit. By this, company can make proper plan for the near future and
thereby fulfill the goals.
Strengths
 Highly skilled and efficient
personnel
 Offering high quality travel
package or services at affordable
prices
 Attractive and Multiple destination
or location (Storey, 2016)
 Strong brand presence
 Innovative travel plan
Weaknesses
 Lower focus on marketing
activities (Ellis, 2016).
 Weak distribution channel
 High focus on young customer
segment. Mainstage Travel Ltd
does not lay high level of emphasis
on framing tour packages for old
people.
Opportunities
 Merger and acquisition with leading
holiday companies as well as resorts
will offer opportunity to Mainstage
Travel ltd to maximize profitability.
 Expansion in different market or
sector
 Company has opportunity to offer
Threats
Company is facing major threat from the
competitors such as Thomas Cook, TUI
travel.

unique travel plan to the customers
in against to the competitors
 Invest money in R&D activity
Hence, by taking into account all the above mentioned aspect it can be said that
Mainstage Ltd has several strengths and weaknesses. By doing SWOT analysis, it has been
assessed that company has strong presence in the market. Along with this, business unit offers
highly attractive destinations to the customers through the means of tour packages. In addition to
this, Mainstage Travel offers travel packages to the customers at affordable prices. However,
from internal analysis, it has been assessed that Mainstage Travel Ltd fails to maintain effectual
relationship with the customers. In addition to this, business unit does not have highly skilled
and talented workforce. Hence, to capitalize market opportunities business unit is required to
overcome its weaknesses by taking strategic measures or actions.
1.2 Comparative analysis of business performance
Financial performance analysis has been conducted by Mainstage Travel Ltd in against to
rival firm. For assessing the position in against to rival firm 1st Class Holiday Ltd has been
selected which also operates in the travel and tourism sector of UK. It is one of the main
competitors of Mainstage Ltd which offers tailor-made travel packages to the customers. 1st
Class Holiday Ltd was established in 1996. Manchester London. It offers wide range of services
to the customers such as escorted tours, rail journeys, cruises, wildlife adventure and motor
homes. Such firm also develops amazing tour packages which offer unique experience to the
customer and thereby evolves high level of satisfaction among them. Hence, sales, profit and
ratio analysis of Mainstage Travel Ltd in against to 1st Class Holiday Ltd from 2008 to 2015 are
as follows:
Mainstage Travel hotel 1st Class Holiday Ltd
Y
e
a
r
sale
s
reve
nue
Gro
ss
pro
fit
Ne
t
pr
ofi
t
GP ratio
(GP / net
sales *
100)
NP ratio
(NP / net
sales *
100)
sale
s
reve
nue
Gro
ss
pro
fit
Ne
t
pr
ofi
t
GP ratio
(GP / net
sales *
100)
NP ratio
(NP / net
sales *
100)
2
0
0
8
150
00
450
0
22
50 30% 15%
135
00
300
0
15
00 22% 11%

2
0
0
9
165
00
600
0
30
00 36% 18%
148
50
320
0
17
50 22% 12%
2
0
1
0
180
00
710
0
45
00 39% 25%
162
00
380
0
22
00 23% 14%
2
0
1
1
205
00
820
0
50
00 40% 24%
184
50
400
0
26
00 22% 14%
2
0
1
2
220
00
950
0
53
00 43% 24%
198
00
430
0
32
00 22% 16%
2
0
1
3
235
00
110
00
58
00 47% 25%
211
50
490
0
39
00 23% 18%
2
0
1
4
250
00
130
00
65
00 52% 26%
225
00
550
0
45
00 24% 20%
2
0
1
5
280
00
150
00
78
00 54% 28%
252
00
600
0
52
00 24% 21%
Mainstage Travel
2008 2009 2010 2011 2012 2013 2014 2015
0%
10%
20%
30%
40%
50%
60%
GP ratio
NP ratio

1st Class Holiday Ltd
2008 2009 2010 2011 2012 2013 2014 2015
0%
5%
10%
15%
20%
25%
30%
GP ratio
NP ratio
Ratio analysis may be served a technique which in turn helps in analyzing financial
health and performance. Higher management can get suitable information for decision making
by making analysis of profitability and liquidity aspects. By making comparison of current year
sales with the past business unit can get information about growth level or aspects. On the other
side, profitability ratio analysis entails about the margin generated by the firm in specified time
frame over direct and indirect expenses.
 Sales: The above mentioned table presents that sales revenue of Mainstage Ltd is
growing significantly. In the period of 2008, sales revenue of Mainstage Travel Ltd was
£15000. On the other side, sales revenue of travel unit reached on £28000 at the end of
2015. This aspect shows that sales revenue of Mainstage Travel increased as compared to
before years. On the other side, sales revenue of 1st Class Holiday Ltd was £25200 in the
year of 2015. By considering such aspect it can be said that people give more priority to
the services offered by Mainstage Travel Ltd rather than its competitor. Increasing sales
revenue trend shows that customers prefer to invest money in the travel packages offered
by Mainstage Ltd.
 Profitability analysis: By doing profitability analysis, it has been analyzed GP and NP of
Mainstage Travel Ltd was £4500 and £2250 in the year of 2008. In contrast to this, both
such measures were £15000 and £7800 which shows that high profit margin has been

generated by firm in 2015. On the other side, in 2015, gross and net profit margin
accounts for £6000 and £5200 respectively. By considering such aspect in mind it can be
said that high profitability has been generated by Mainstage Travel Ltd during the period
of 8 years in comparison to the rival firm. It shows that business unit has made effectual
control on expenses during concerned period which in turn may result into high
profitability.
 GP ratio: Gross profit margin of Mainstage Travel Ltd increased from 30% to 54%
during the financial period 2015. It shows that, in the period of 8 years business unit has
made effectual control on direct expenses and generated high sales revenue (Smith,
2016). As compared to this, GP ratio of 1st Class Holiday Ltd was 24% in the year of
2015. Hence, by considering this, it can be said that lower growth has taken place in the
gross margin of 1st Class Holiday Ltd as compared to Mainstage Travel.
 NP ratio: Net profit margin of Mainstage Travel Ltd increased from 15% to 28% which
reflects that business unit has made control on indirect expenses. Hence, profitability
performance of Mainstage Travel is greater 1st Class Holiday Ltd. Moreover, NP ratio of
1st Class Holiday Ltd was only 21%. It presents that 1st Class Holiday Ltd Ltd failed to
make control on level of expenses in the accounting year 2015.
Further, it has been assessed that human resources of Mainstage Travel Ltd are highly skilled
and efficient in comparison to the competitor firm. Further, increasing pattern of sales revenue
shows that customers are highly satisfied from the offering of Mainstage Travel Ltd. In this, it
clearly entails that effectual services are provided by personnel to customers.
TASK 2
2.1 Recommending actions to overcome identified weaknesses
There are several actions which can be undertaken by Mainstage Travel Ltd to
overcome the weaknesses which are assessed above. In includes budgeting, training session
focus on creativity or uniqueness etc. Moreover, for attaining success in the highly competitive
business environment it is highly required for business organization to convert its strengths into
weaknesses. By this, company can gain competitive edge over others to a great extent. Measures
which company needs to undertake are enumerated below:

 Organizing R&D activity: Business unit also needs to make focus on doing R&D activity
which in turn helps them in getting information about the customer needs and
preferences. Now, taste and preferences of customers are getting changed more
frequently (Barber, Metcalfe and Porteous, 2016). In this, R&D activity helps Mainstage
Travel Ltd in developing suitable marketing mix and thereby assists in meeting the
demand of customers.
 Budgeting: Mainstage Travel Ltd also fails to employ enough money in the different
types of business activities. Hence, to overcome such issue travel unit needs to lay
emphasis on employing budgeting tools and techniques. Moreover, budget helps in
making co-ordination between all the activities. In accordance with such aspect by
allocating enough money to R&D sector Mainstage Travel Ltd can meet wants and
expectation level of customers to the significant level. In this way, by making effectual
control on cost Mainstage Travel ltd can offer travel plan to the customers at suitable
prices and thereby entice the decision making aspect of customers.
 Organizing training session: Manager of Mainstage travel Ltd can enhance skills and
competency level of personnel by conducting training and development session. In the
present times, high level of technological advancements takes place within the business
environment. Hence, by organizing workshops and seminars travel unit can develop the
familiarity aspect of personnel about the manner in which they need to deal with it. By
this, proficiency aspect of personnel can be enhanced to the significant level. Along with
this, employee motivation can also be maximized through the means of training and
development session (Chell and et.al., 2016). Moreover, now people prefer to stay in the
organization which offers growth and development opportunities to them. In this way,
employee retention level can be increased within the business organization.
 Emphasis on offering luxurious unique and additional facilities: Now, customers
prefer to invest money in tour packages of firm which offers luxurious and unique
services to them. Hence, firm needs to approach to the travel unit which offers large
number of facilities to customers such as luggage handling, conveyance etc. This in turn
helps them in raising customer satisfaction and loyalty. Besides this, Mainstage Travel
Ltd also needs to make focus on the development of an organization. Hence, by offering

spa, pub, bar facilities, better airlines and food facilities, including attractive destination
in plan travel unit can attract large number of customers.
2.2 Analyzing ways in which existing performance can be maintained and strengthened
Companies which are operated in the travel sector of UK facing stiff competition that
have direct impact on their growth and profitability aspect. In this, Mainstage Travel can get
desired level of outcome or success by strengthening and maintaining their existing performance
aspects. Hence, by undertaking following measures business unit can improve and maximize its
performance level is as follows:
 Focus on promotional aspects: Mainstage Travel can build and maintain its strong brand
presence by placing emphasis on promotional aspects or campaigns. On the basis of this
aspect, by giving advertisement on social media business unit can provide information to
the large number of customers about travel packages. Moreover, customers spend their
huge amount of time on social sites. In this, it is most effectual sources which in turn
helps company in enhancing both customer base and profitability aspect.
 Feedback system: Mainstage Travel can maintain its performance level by taking
feedback from customers. This system is highly effectual which enables firm to get
deeper insight about the views and expectation level of customers. In this regard, by
making suitable changes in the existing offering business unit can evolve high level of
satisfaction among the customers (Goss, 2015). Further, by using SERVQUAL model
quality of services can be improved by business organization.
 Employee retention: Growth of travel sector is highly influenced from the availability
of highly skilled and competent workforce. Moreover, in the travel sector satisfaction
level of customers are high influenced from services delivered by them. Thus, by
retaining highly skilled and talented employees Mainstage Travel Ltd can reduce
employee turnover and absenteeism to a great extent. Thus, by offering effectual
working condition, salary and promotional benefits business unit can retain highly
talented personnel for longer duration.
 Development of attractive tour packages or plan: Travel unit also needs to make focus
on including highly attractive destinations, hotel and resorts in the tour plan. Moreover,

destination is the main factors that have significant impact on customer decision making.
In this, by developing attractive tour packages and offering high quality services to the
customer’s Mainstage Travel Ltd can gain competitive edge over others. Hence, by
offering cab and \guide facility to the customers Mainstage Travel Ltd can enhance its
customer base. Moreover, now customer’s decision making is highly influenced from the
convenience aspects.
 Further, Mainstage Travel Ltd can also raise customer satisfaction by resolving their
complaints and issues more quickly. Moreover, in travel sector, CRM is the key of
success which in turn helps company in gaining competitive edge over others.
2.3 Suggesting new areas for business expansion
Ansoff matrix may be defined as a strategic planning tool which in turn helps higher or
senior management in devising strategies for future growth and expansion. This model provides
business entity with four aspects such as market development and penetration, product
development as well as diversification. In this, by making selection of one or two approaches
business unit can expand its business operations and functions more effectually. Hence, by
taking into account such model Mainstage Travel has taken decision in relation to employ market
penetration and development. Both such strategies will help company in achieving success in the
highly competitive business environment in the following manner:
Market penetration: Maximization of market share and customer base is one of the main
objectives of business organization. In this regard, by offering luxurious accommodation,
destination, aviation services to the customers at lower prices in comparison to competitor’s
travel firm can increase its market share. Moreover, price which is charged by hotel for the
services offered has high level of influence on stay related decision making aspect of customers.
The reason behind this, people always look for value of money and takes stay decision after
making evaluation of each and every aspect in against to the several alternatives which are
available to them (Ivers, Byrne and Byrne, 2016). In this, customers prefer to invest money in the
travel firm which offers high quality holidays at lower prices. Hence, by employing highly
competent strategies travel unit can exert control on expenses. This in turn enables them to offer
services to the customers at lower prices by maintaining the level of expenses.