Detailed Business Management Report: Pure Ponics Startup Analysis

This report provides a comprehensive analysis of Pure Ponics, a startup company operating in the agriculture industry. It begins with an overview of Pure Ponics' operations, highlighting its sustainable farming practices, including aquaponics and the "Zero Waste Policy." The report identifies critical success factors such as continuous research and development, innovative farming techniques, and strategic partnerships. It also evaluates potential downside risks, including inflation, market saturation, and environmental concerns. Furthermore, the report includes a self-reflection section where the author discusses potential improvements to the business model, emphasizing strategic approaches, employee training, and technological advancements. The report concludes with a list of references and a bibliography, providing a detailed examination of Pure Ponics' business management strategies.

Running head: THINKING BIG FOR MANAGEMENT
Report on the business management of Pure Ponics
Name of the student:
Name of the university:
Author note:

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Executive summary
Management is a vast concept, which includes various aspects for maintaining the balance in the
business. The aspect of “thinking big” in the assignment relates to the application of efficient and
effective management techniques for penetrating into the foreign markets. This is also applicable
for the start-ups like Pure Ponics in terms of getting acquainted with the real market scenario.
Countering this, start-ups need to expose a strategic approach towards the marketing in terms of
maintaining the pace with the contemporary brands. Taking into consideration the business
model is crucial in terms of achieving success in the business operations. Carrying out risk
management is important in terms of achieving loyalty, trust and dependence in the minds of the
customers for the products and services of the brand.

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Table of contents
An insight into the operations of Pure Ponics.................................................................................3
Critical success factors for the achievement of sustainable development.......................................3
Evaluation of the factors, which can contribute to the downside risk.............................................5
Self-reflection on the changes to the business model......................................................................6
References and bibliography...........................................................................................................8

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An insight into the operations of Pure Ponics
The dream of entrepreneurs Steve Gleeson and Paul Hopper turned into reality when they
set up their startup company, Pure Ponics in 2016. The startup operates under the agriculture
industry. It was set up in order to assist the farmers in producing quality foods for the people.
Assistance from specialist researcher Yoni Sharon has enabled the entrepreneurs in the
production of foods, of which the raw materials are freshly plucked from the farms
(Pureponics.com.au, 2018). Herein lies the appropriateness of the tagline, “we care about what
you eat”. One of the praiseworthy factors about the startups is the adoption of sustainable
farming practice. As a matter of specification, plants and fish are grown together, however,
hygiene is thoroughly maintained. Seeking innovative farming practices helps the personnel to
produce more stock for the public domain. Inflation is an obstacle for the start up in terms of
increasing the sales revenue. Availibilty of the properties in low cost have enabled start ups like
Pure Ponics to reach out to the customers. One of the other factors here is the social media
marketing, which has helped the personnel to enhance the trafficking of the audience towards the
brand image (Pureponics.com.au, 2018).
Critical success factors for the achievement of sustainable development
Continuous research and development in the form of collaboration has enabled Pure
Ponics to upgrade the standards and quality of the food manufacturing systems. Here, mention
needs to be made of Zero Waste Policy, which has assisted in making less contribution to the
environmental pollution (Pureponics.com.au, 2018). The use of soilless food growing systems
have increased to the longevity of the lands, which is an additional assistance in terms of
harvesting two or more crops together. Herein lays the appropriateness of Aquaponics, which

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has enhanced the diversity in agriculture for the startup. The tactics of “using a lot less to grow a
lot more” has created a positive image about the brand in the minds of the customers. As a
matter of specification, the strategy reflects the approach of the personnel towards giving the
customers more by taking less from them (Pureponics.com.au, 2018).
Determinant attitude towards the provision of fresh grains to the customers have
enabled the startup to overcome the issue of uncertain water supply. The major drive behind
this is the determinant attitude towards the getting 24 hours water supply for harvesting the crops
in an efficient and effective manner.
Setting up outlets in close proximity to the customers have mitigated the distance
between the producer and the customer. Partnership with Australian transport agencies have
resulted in fast delivery of goods to the stipulated locations. This partnership has eased the
process of import and export activities (Pureponics.com.au, 2018). Plans have also been made
for storing the transported goods. These plans can be aligned with the act of preserving the
freshness of the produced items. Countering this, so much transportation contributes to the
environmental pollution, which contradicts Zero Waste Policy.
The creation of an attractive logo enhanced the brand image. The packaging of the
product was done based on themes, which would lure the customers towards the products. In the
packaging process, the personnel exposed conscious approach towards the preserving the
organizational culture and values.
Makeover of the transportation vehicles is one of the other factors for luring large
audience (Pureponics.com.au, 2018). This makeover has gained popularity among the customers,
especially the kids, who are overwhelmed when their ordered products are delivered.

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Apart from this, making a digital presence has expanded the reputation of Pure Ponics.
The startup is working on providing access to the customers, so that they can be well aware
about the latest trends, which the startup is taking.
Mention can also be made of the $720,000 grant, which has been awarded to the Pure
Ponics for expanding the capacity of the growing areas for harvesting fish and grains
(Pureponics.com.au, 2018).
Evaluation of the factors, which can contribute to the downside risk
Australia is a developed country. However, inflation, high exchange rates strains the
economy. Under such a situation, startups like Pure Ponics need to indulge in partnerships with
the trade union members for stabilizing the financial parameter. Not using the privacy cookies
and policies can aggravate the insecurity of the customers. This would push the startup into utter
loss, adding vulnerability to the market position. Negligence in adopting security policies would
compel the personnel to encounter difficulties in catering to the needs, demands and
requirements of the customers (Pinto, 2015). Along with this, using more transportation would
add to the environmental pollution. This can adversely affect the health of the people, compelling
them to fall prey to diseases like lung cancer among others.
The startup has introduced concepts like hydroponics and acquaponics. Hiring new
employees in this situation would be a loss in the productivity. This is in terms of the
unfamiliarity of the employees towards these concepts and their implications on the business.
Absence of spaceous property obstructs effective manufacturing of fresh products. Along with
this, lack of efficient distribution channels broadens the gap between the personnel and the

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customers (Hatten, 2015). Collecting funds would help the personnel to attract large number of
customers, provided business plans are created.
Saturation of the agriculture market might make the business set up difficult for the
startup company. Therefore, strategic approach is necessary in terms of maintaining the balance
between the business activities. Although they are adopted sustainable farming practices for
delivering healthy and fresh products to the market, however, competitive market scenario would
adversely affect the sales revenue. This affectation would make it difficult for the customers to
apply their purchasing power (Gamble & Thompson, 2014).
Self-reflection on the changes to the business model
I think strategic approach is very important for enhancing the productivity in the
business. If it have been the question of my business, I would have prepared objectives for
improving my focus on the business. As a matter of specification, I would have used business
model for creating high values in order to attract the stakeholders and shareholders. For this,
consideration of the feasibility analysis would have been appropriate in terms of achieving
efficiency in the execution of the business operations.
I personally feel that manufacture/retail business model would have been appropriate if it
was my business. This is in terms of standardizing and stabilizing the retail business of the
startup. Here, I would have paid special attention to the mission, differentiation basis, target
market and scope of expanding the business through the production of quality products and
services. Even if I had adopted new concepts, I would have assured that the employees are
familiar with these business concepts. I would have trained them for enriching the preconceived
skills, expertise and knowledge of the employees. Along with this, I would have taken post-

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training tests for assessing the capability of the employees to make practical application of the
learnt skills in carrying out the workplace operations.
Adopting the latest and modern technologies would have been my vision. This is in terms
of preparing the employees for the real market scenario. I would have provided technological
training to the staffs, so that they can make noticeable contributions towards taking the business
to new heights of success. Most importantly, I would have adopted a theoretical approach
towards the recruitment of the candidates. This would have resulted in teamwork, resulting in the
successful completion of the tasks within the stipulated deadlines. I feel the exposure of
collaborative output results in the practice of customer centric business. This is directly related to
the increase in the sales revenue and the profit margin. I am elated to point out that social media
is my greatest assistance in terms of attracting large number of customers. I am also aware of the
cyber crimes, which results in loss of the secret and confidential data. Therefore, if it would have
been my business, developing privacy cookies and policies would have been my first focus.
Evaluation of the exposed performance would have been my tactics towards carrying out
the business activities. This would have highlighted the drawbacks in the adopted ways and
means. I would have maintained consistency in the execution of evaluation for upgrading the
standards and quality of my business. This evaluation would also help me to upgrade my
performance in regulating the workplace operations. Viewing it from other perspective,
evaluation would help me to expose my leadership skills and abilities in terms of enhancing my
professionalism.

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References and bibliography
Adekola, A., & Sergi, B. S. (2016). Global business management: A cross-cultural perspective.
Routledge.
Carroll, A., & Buchholtz, A. (2014). Business and society: Ethics, sustainability, and stakeholder
management. Nelson Education.
Chang, J. F. (2016). Business process management systems: strategy and implementation. CRC
Press.
Doppelt, B. (2017). Leading change toward sustainability: A change-management guide for
business, government and civil society. Routledge.
Eniola, A. A., & Entebang, H. (2015). Government policy and performance of small and medium
business management. International Journal of Academic Research in Business and
Social Sciences, 5(2), 237.
Gamble, J., & Thompson, A. A. (2014). Essentials of strategic management. Irwin Mcgraw-Hill.
Hatten, T. S. (2015). Small business management: Entrepreneurship and beyond. Nelson
Education.
Jacobs, F. R., Chase, R. B., & Lummus, R. R. (2014). Operations and supply chain
management (pp. 533-535). New York, NY: McGraw-Hill/Irwin.
Jeston, J., & Nelis, J. (2014). Business process management. Routledge.

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Parris, D. L., Dapko, J. L., Arnold, R. W., & Arnold, D. (2016). Exploring transparency: a new
framework for responsible business management. Management Decision, 54(1), 222-247.
Pinto, J. K. (2015). Project management: achieving competitive advantage. Prentice Hall.
Pureponics.com.au (2018), We are about what you eat, Retrieved 16th March 2018 from
https://www.pureponics.com.au/
Pureponics.com.au (2018), Why Farming?, Retrieved 16th March 2018 from
https://www.pureponics.com.au/single-post/2016/10/11/Whys-Farming
Rosemann, M., & vom Brocke, J. (2015). The six core elements of business process
management. In Handbook on business process management 1 (pp. 105-122). Springer
Berlin Heidelberg.
Scarborough, N. M. (2015). Entrepreneurship and effective small business management. Pearson
Higher Ed.
Wisniewski, J. W. (2015). Microeconometrics in Business Management. John Wiley & Sons.