Rosslyn Coffee Growth Strategy: Market Analysis, Finance & Planning

This report assesses growth planning for Rosslyn Coffee, examining key considerations for analytical growth opportunities and justifying these considerations. It analyzes growth opportunities using the Ansoff model and discusses growth options through analytical frameworks to demonstrate competitive advantage. The report critically assesses distinct pathways for growth, considering risks and inherent funding sources, along with their advantages and drawbacks. It analyzes funding sources, justifies their adoption, and critically evaluates them with justification for selection. A business plan for growth is presented, involving financial information and objectives, with a framework for achieving these objectives. The report evaluates exit or succession options for the small business, comparing options and making recommendations for the course of action.

Planning for Growth

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Evaluation of key considerations for analytical growth opportunities and justify these
....................................................................................................................................considerations 1
Analysis of the opportunity for growth by applying Ansoff model.......................................6
Discussion of growth options through range of analytical frameworks for demonstration of
competitive advantage in context to Rosslyn Coffee.............................................................7
Critical assessment of the distinct pathway for growth by consideration of risk...................7
Describe the inherent funding sources present to the firm or business and their dominances
and drawback..........................................................................................................................8
Analyse the inherent source of funding & justify for the adoption of the proper source of fund
................................................................................................................................................9
Critically analyse the inherent source of funding with the justification discussion for the
selection of particular source..................................................................................................9
Business plan for growth involving financial information and their objectives..................10
Creation of appropriate business plan for growth and their security investment and framework
for achieving objectives........................................................................................................12
Business plan to demonstrate knowledge and understanding of achieving business objectives
..............................................................................................................................................12
Evaluate exit or success option for small business with their advantage and demerits.......12
Evaluate the exist or succession option for small business comparing the option and making
recommendation...................................................................................................................13
Analyse the exit or succession option for the business and course of action with appropriate
recommendation...................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Today, everybody is looking forward to start up a business but before stating business
good strategies and proper planning is required. Good strategies help company to reach its goal.
A business growth plan is defined as the data of clear strategies, plan and goals which is all for
company's benefit. A growth plan includes the data about company's current data, what are the
opportunities do company have and how company can take advantages of these opportunities.
Financial goals are also included in a business growth plan. A business growth plan is always
required to have a mind-set of upcoming events and projects which are beneficial for further
outcome. To gain understanding about planning for growth, chosen company is Rosslyn Coffee
is taken into consideration (Rosslyn Coffee, 2022). The company works with objective of
removing certain pomp related to high end coffee as well as replacing it rather with simple or yet
powerful amalgamation of friendly people that serve exceptional drinks. It is planning to grow
further in international market in order to improve its market share, profitability, reputation and
goodwill.
This report includes basis of competitive advantage for the establishment, assessment of
opportunities that are available for the company and options for growth with application of
Ansoff’s growth vector matrix. It also covers options for financing growth as well as sources of
funding, business case, appraisal of exit or succession options for the new coffee shop and
recommendations to the company for growth.
MAIN BODY
Evaluation of key considerations for analytical growth opportunities and justify these
considerations
Explanation of the basis of competitive advantage for the business
Competitive advantage involves factors which permit an organisation to offer
commodities and services in much better along with cheaper ways than competitors. For a
company, such as Rosslyn Coffee, competitive advantage is a factor which develops a foundation
to achieve growth based opportunities. Offering something unique at affordable prices to target
customers that distinguish Rosslyn Coffee from other firms in the industry is effective basis of
competitive advantage for the new coffee shop. Mentioned below are analytical framework’s that
demonstrate competitive advantage for Rosslyn Coffee:
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4P’s of Innovation
In relevance to Rosslyn Coffee, 4P’s of Innovation are described below:
 Paradigm: In case with Rosslyn Coffee, paradigm innovation brings competitive
advantage through shifting of an underlying model through a change.
 Process: Within Rosslyn Coffee, process innovation has potential for bringing
competitive advantage through emphasising around changes in operational procedures.
 Position: Competitive advantage is possible for Rosslyn Coffee with repositioning in
which the company take a product and offer it is new market along with new slant.
 Product: In Rosslyn Coffee, product innovation brings competitive edge by creation
along with development of new goods that taste good.
Horizontal or vertical integration
Horizontal integration helps Rosslyn Coffee to gain competitive advantage by acquiring
another firm which is operating at the same level, this means both companies offer similar goods
and services or deal with the same customer base. While, vertical integration assists Rosslyn
Coffee to grow their business through streamlining the operations. It strengthens their supply
chain, reducing production cost and many more.
Collaboration
Collaboration is about leveraging internal and external connections to generate ideas, find
solutions for problems and to achieve common goals of the collaboration. Collaboration can
provide competitive advantage to Rosslyn Coffee by getting a larger market share. It will help
the firm to get access to the resources which individual’s may not know, it will save their time
and streamline the workflow. Through collaboration, the employees of Rosslyn coffee will get
benefit from the knowledge and experience they gained in the process. New perspective will
offer chance to business for generating new and creative ideas.
Pestle Analysis
Pestle analysis is used to study political, economic, sociological, technological,
environmental factors that affects a company's growth plan. It is all about considering external
factors which may affects the internal decisions. External factors always affect the internal
decision and that's why it is required to evaluate them. Pestle determine their long term effect,
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reviews their strategies, product or plan for business and rectify the solutions for the identified
problems.
Political- This is for evaluating how government policies can help to reach financial
goals. In, UK the government ha synchronized health safety evaluation in food and medicine and
to meet this Rosslyn Coffee has just started giving organic meals. Food prepared by new Rosslyn
Coffee should meet with the standard quality for its market survival. Not meeting with standard
quality can create a problem and the survival will be also difficult.
Economical- It evaluate company performance which means what is economic status of
the company. Countries economic conditions directly affects the economic condition of the cafe
because as inflation rate goes high the ingredients required by the cafe will also have high prices
and customer can see the reflection on menu. So, customers would not come to the cafe because
of high rates. It is an opportunity for Rosslyn Coffee to employ people belonging to different age
group with lower possible wages. For example, by hiring people belonging to age of 18 to 20 at
£6.15, 21 to 22 at £9.18 as well as 23 and over at £9.50 can help in lowering employment rates in
UK and achieving competitive advantage.
Social- Social factors includes all the requirements of customers. People love to go with
the trend. Rosslyn Coffee keeps all those stuff which meets the need of customer as it is selling
organic coffee and meal. People love to have such meal and coffee under one roof (Sharma,
Watve, and Pandey, 2020).
Technologies- Now, technology has become so advance and all the organisations are
taking advantages of these technologies. All the equipment is used in an organisation are of
advanced technologies. Having CCTV cameras in Rosslyn Coffee can make company accessible
to various practices. Rosslyn Coffee can keep his eyes on all the working employees and ongoing
work. Having advanced technologies in organisation helps company to reach its goals.
Environmental- This factor includes all the environmental factors which can affect
business organisation (Radu-Lefebvre, and Bordas, 2022). Bad weather and disaster also affects
a business organisation. Rosslyn Coffee need to maintain hygiene so people would not have
hygiene issues. Rosslyn Coffee should recycle materials which is required and do not waste
things. They need to distribute the leftover food to the needy and poor people. Not having
advanced technologies and smart techniques gives a bad impact on organisation.
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Legal- Rosslyn Coffee should meet all the requirements while running it and all the food
safety measurements are included. Regulatory bodies are made to evaluate safety parameters in
cooking area so the food provided to public are totally safe and healthy. It the hygiene is not
maintained by the cafe regulatory bodies can charge file on cafe. Safety comes first and this is
the thing cafe should consider while preparing food and serving it.
Porter Generic Model
This model helps to rectify the external factors which may affect the goal of organisation.
This includes all the strategies which are made for the company's growth. In relevance to
Rosslyn Coffee, Porter’s generic strategies are below:
Figure 1 Porters Generic Strategies. 2022
(Source: Porters Generic Strategies. 2022)
Cost leadership- This is a strategy to make people know that they are receiving cheaper
facilities. Cost leadership strategy can bring opportunity for Rosslyn Coffee to enhance profits
with reduces costs.
Differentiation strategy - making unique products to compete with other organisation
helps to increase the sale. For Rosslyn Coffee, differentiation strategy can bring opportunity of
creating and offering unique products along with services that are yet not offered by rivals.
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Focus strategy- The strategy can bring opportunity for Rosslyn Coffee related to offering
unique commodities or services within niche market.
To grow in competitive environment, differentiation strategy is recommended for
Rosslyn Coffee in order to achieve competitive growth. With this, Rosslyn Coffee emphasis
towards developing unique together with differentiated products that are not offered by others in
the market. Rosslyn Coffee have opportunity to differentiate itself through improving
functionality, improving taste and expanding durability.
Boston Consulting Group Matrix
This is used for mathematical expression of business which shows the market share. This
includes star, question mark, dog and cow.
Figure 2 Boston Consulting Group Matrix. 2022
(Source: Boston Consulting Group Matrix. 2022)
 Star – It is used for representing organisation having a huge market share in a very fast
growing firm. The huge amount of money is required by them is for future investments.
Rosslyn Coffee has opportunity to introduce organic coffee and meal to make it wide.
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 Cash cow- This shows an organisation with a huge market share but in slow growing
firm. there is requirement of money in a little amount for future big investment. Still there
is requirement to introduce some new dishes after Rosslyn Coffee introduced organic
coffee and meal. As Rosslyn Coffee is facing competition with others having such as
costa coffee.
 Question mark – This represents organisation having very low market share in a fast
going firm. The survival becomes more difficult for small scale industries as they have
many competition (Sharma, Watve and Pandey, 2020).
 Dog- this represents organisation having low market investment in low going market.
They do no need any huge capital for future investment. Rosslyn Coffee is situated in
such area where selling coffee is very difficult as they are having many cafes around
them.
Analysis of the opportunity for growth by applying Ansoff model
The marketers take the help from the Ansoff model to recognise the chances for grow
revenue for their business via developing lots of new services and products. The four quadrant
included by the matrix explained in the context below of Rosslyn Coffee:
Figure 3 Ansoff model. 2022.
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(Source: Ansoff model. 2022)
Market Penetration – Market penetration is the way, which is used for procurement of
more number of the product and services to the current buyer for their ongoing business firm. If
managers of Rosslyn Coffee uses market penetration, the risks that can be faced by the company
is lowering prices throughout the whole industry. The strategy is seen as lowest risk option
among other growth options (Christianson, and et. al., 2021).
Market Development – This approach comprehends that the way by which a business
firm can participate into the new market together with their existing services and products. When
professionals of Rosslyn Coffee uses market development, the risk that can be faced by them is
operational risk for expansion of marketing practices to new territories.
Product Development – Product development is the technique of growth for the firm to
introducing the new product or developing the current one in the present, market. If managers of
Rosslyn Coffee uses product development strategy, risks that can be experienced are risk of
major delays along with economic costs and risk of losing opportunities through sticking to
individual development plan.
Diversification - For Rosslyn Coffee, application of diversification strategy can be seen
as highly risky strategy, not due to inherent risks related to producing new products, rather
because of limited or lack of experience to practice operations in new market. Unsystematic risk,
strategic risk, risk of strained operations and ineffective supply chain are some risks that can be
faced by managers od Rosslyn Coffee when using diversification approach.
Market development is recommended for Rosslyn Coffee, in which a huge possibility for
growing their business and covering the huge no of customers through which cafe will increase
their sales and give a huge profit for their business. They can approach towards a huge no of
customers with same standard of their products and services, via expanding their firm plan into
the different cities and country (Uzoamaka, 2021).
Discussion of growth options through range of analytical frameworks for demonstration of
competitive advantage in context to Rosslyn Coffee
From Ansoff Growth Model, it is analysed that effective strategy for Rosslyn Coffee is
market development approach involving very less risk for the business firm. At same time,
differentiation strategy from Porter’s Generic Model is seen as effective growth option for
Rosslyn Coffee. With the strategy, the new café businesses can grow through providing
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customers with something unique, different and distinct from items their competitors may offer
in the marketplace that can result in increasing competitive advantage.
Critical assessment of the distinct pathway for growth by consideration of risk
The approach leading towards the diversification in business is good to adopt, but it will
become the risky step for the small business because for diversification firm required a huge
established brand name and more investment which may be not affordable for small business
firm. This approach will also need to a no. of changes and modern technologies which will be not
practical for the Rosslyn Coffee (Menezes, Bhaskaran, and Deswal, 2019).
Describe the inherent funding sources present to the firm or business and their dominances and
drawback
For the development of company and their operations, every business required the
sources of funding. There are numbers of sources which provide the funding for small business.
Three source of funding for Rosslyn Coffee are given below:
Bank loans – Bank loan is the most common source which provide funding for the small
business. There is the policy of bank for providing loan to general people is charging some
interest rate on the actual amount and keeps a security for bank safety. Bank provide the loan
easily to those people who follow the paper work and completing the legal documents
(Nurfathoni, Wulandari, and Kusmayanti, 2022).
Advantages Flexibility – The bank loan does not bound the people by the set of rules as like as the
other sources of funding. It totally depends on the person that where Rosslyn Coffee to
spend their money for a growing business. Maintain control – In the bank loan, there is no need to give equity to the bank for the
funding.
Disadvantages Collateral – For the bank loan, the bank need some kind of security for giving the loan,
known as collateral security. As collateral security, any kind of asset of the Rosslyn
Coffee are included. Complicated – The term of interest for bank loan is quite complex and there are a large
number of paperwork and legal documentation so, it is a time consuming and
complicated process.
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Angel Investment – Angel investment is a company which provides funding for the new
start-ups business firm and for these funding it takes some ownership equity in the start-ups.
Advantages
 After the failure of business, it does not require to return the capital so, it is less risky
than any debt financing for Rosslyn Coffee. It easy to find the Angel investment's investors because many company and groups are
involving with it, which give the funding for Rosslyn Coffee.
Disadvantages
 In this, there is a loss of a part of business for funding. Income of the company is shared by the Angel investors.
Venture capital – Venture capital is a private equity and financing firm which investors
provide the loan for small business and for Rosslyn Coffee in which they have faith for long term
growth (Sankaran, and et. al., 2019).
Advantages
 A person can take a huge amount of money via these sources.
 They can also take the capital for numbers of times.
 Investors provide funds for equity. No payment at the regular interval for the person.
Disadvantages
 Ownership of the founder is reduced.
 It is expected that the business is growing fast so, a pressure can create on the owner.
As per the above discussion, it is analysed that the Rosslyn Coffee should have to take
loans from bank to growing and increasing their business. Because as compared to other
investors the bank will easily provide the loans without taking any equity in the company.
Analyse the inherent source of funding & justify for the adoption of the proper source of fund
There are number of sources of funds by which a small firm can take the loan for the
development and their activities. For growing the business, a business firm need to raise the fund
because without raising the fund it faces lots of problem. Rosslyn Coffee should have to raise the
fund through the bank loan rather that the other investors like venture capital, angel investor, and
so on (Lee, and Jung, 2020).
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Critically analyse the inherent source of funding with the justification discussion for the selection
of particular source
There are so many option for small business for raising the fund like venture capital,
angel investment, bank loan and so on which provides the loan for small equity or interest. With
bank loan, Rosslyn Coffee experience benefit of Flexibility for usage, no requirement of
collateral, Reasonable interest rates and so on. However, bank loans lack flexibility as well as
larger loans have certain terms and conditions. So, Rosslyn Coffee can select bank loan because
it takes monthly instalment with low interest rate.
Business plan for growth involving financial information and their objectives
Business plan is an organisational document that covers information related to future of
company. For Rosslyn Coffee, business plan is as follows:
Particulars Description
Name of organisation Rosslyn Coffee
Executive summary Rosslyn Coffee is planning for growth for attaining competitive
advantage. With the business plan, the company emphasises on the
specific steps necessary for them to make business ideas succeed,
but it also helps them to achieve short-term and long-term
objectives.
Background of business Rosslyn Coffee was established in 2018 to offer what taste good. It
is located at London, UK and offers ample number of products
related to confectionary.
Vision and mission Mission- To provide confectionary products without considering
trends, rather products that taste good.
Vision – To become an ultimate name in industry which offers
quality, integrity and unanswering attention to details.
Objectives Objectives of Rosslyn Coffee is to remove certain pomp related to
high end coffee as well as replacing it with powerful combination
of friendly human resources that serve exceptional drinks.
Goals of company Short term goals- Rosslyn Coffee is planning and identifying
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