Small Business Enterprise: Dragons' Den Company Analysis

This report provides an in-depth analysis of a small business enterprise, focusing on The Generating Company, featured on Dragons' Den. It begins with an introduction to small business enterprises, outlining their characteristics and challenges. The report then delves into a profile of The Generating Company, detailing its background, services, and market position. A comparative analysis of financial performance is conducted, contrasting The Generating Company with Reggae Reggae Sauce. The core of the report addresses strategies to overcome weaknesses, maintain and strengthen existing performance, and expand the business into new areas. It explores various methods such as value chain analysis, training and development, market penetration, and consumer relationship management. The report further outlines business objectives, plans, and action plans for implementing changes. It concludes by examining the impacts of these changes on the organization and personnel, providing plans to manage change and improve the overall performance of the business. The report emphasizes strategic planning, financial analysis, and the importance of adapting to market dynamics for small business success.

Small Business
Enterprise

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Profile of the company from the series of Dragons' Den......................................................4
1.2 Comparative analysis of the financial performance..............................................................5
TASK 2............................................................................................................................................5
2.1 Actions to overcome the weaknesses....................................................................................5
2.2 Ways in which existing performance can be maintained and strengthened..........................6
2.3 Expansion of the business in new areas................................................................................7
TASK 3............................................................................................................................................8
3.1 Business objectives and plans...............................................................................................8
3.2 Review on plans and suggestions for change........................................................................9
3.3 Action plan for implementing the change...........................................................................10
TASK 4..........................................................................................................................................11
4.1 Impacts of the changes on organisation and personnel.......................................................11
4.2 Plans to manage change in business...................................................................................11
4.3 Improvements in performance of the business...................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Small business enterprise is also known as small scale enterprise in which small number
of workers operate and its revenue is also low. It is privately operated and owned by a single
person or it also may operates in a partnership way. It is defined in many ways that is in terms of
investment, number of employed person, production technique and sales volume. This business
are common in many countries, it depends on economic system in the operations. Small scale
enterprises can also be defined in four types: small scale industries, ancillary industrial
undertakings, export-oriented units and small units. There are some traits of small scale
enterprise that are: limited investment, personal character, labour intensive and local area of
operations. Becoming a small scale business owner it has a different and a unique challenges and
rewards that are not good for everyone(Forsman, 2011). But able to identify the products and
services people wants, develop skills of the market and being able to find the work. Keeping
records, handle taxes of small business and also business owners need to understand how to
budget. They also need a plan to protect the business.
TASK 1
1.1 Profile of the company from the series of Dragons' Den
The generating company limited was founded in 6th June, 2006 and its registered office is
in London. The first director and the founder of this company was Paul Joseph Cockle and was
collaborated with Peter Gabriel and Mark Fisher in 1998. It is a touring circus company produces
large events and shows around the world. It is now the National Centre for Circus Arts, it was the
first centre in the United Kingdom to offer a degree in Circus Arts which was previously turned
to Circus Space. It is a small travelling company that remained several of the characteristics of
the native dome performance. It does not have any subsidiary. This generating company helps in
managing to secure and save the investment(Gill and Biger, 2012). The most famous name for
the show is Dragons' Den. The company should create various strategies and it should be
appropriate as well which helps in the growth of the business. The members of the company
have to do right exercises or proper activities of the market to appear on the show which helps in
maximising the return by updating the websites and due to this, it will help in the increasing of
the company's profile. This will also help in the pitching of the products and the services that the
company offers. It is very important for the company to found its new fame which assist in

involving more and more suitable investors that provides investments in terms of money. The
founder of the company, Paul Joseph Cockle was strong headed when asked about the company's
financial conditions and helps in managing the investments for securing the same. BBC and Audi
are the secured clients of the generating company(Oyedijo, Idris and Aliu, 2012). When the
competition is very high the company can attain success at a very high pace in the industries. Its
a registered company. The balance sheet not more than £3.26 million and turnover must not
exceed £6.5 million. The strength of The Generating Company is they have the strong market
position which provides the proper offerings that is its product and services to the other
consumers and the companies. The weakness of this company is to have proper delivery of the
services to its consumers and to the other organisations.
1.2 Comparative analysis of the financial performance
Reggae Reggae Sauce is a barbecue sauce made by Levi Roots, appearance on BBC two's
Dragons' Den. Peter Jones being the investor of Dragons' Den which had classified the products
as one of the most successful investments. Levi Roots convinced the investors to invest £50,000
and returns of 40% of the company. The product which the company deals in is sauce and its
name is Reggae Reggae Sauce and its catch line is “Put some music in your food”. The
production of the sauce was in UK then it got moved from Wales to Poland in 2007. In the same
year, Sainsbury revealed the sales of the bottles were 40,000-50,000 per week(Philip, 2011). Paul
Cockle, having the best performance in the market from that of the Levi Roots- Reggae Reggae
Sauce. It offers sauce at a wide range, “Love Apple Tomato Sauce” and “Fiery Guava Dipping
Sauce” and also other products like “Reggae Reggae Peanuts and Cashews”. Ready meals like
“Reggae Reggae flavoured Caribbean” was also launched. In 2011, Domino's Pizza in UK
launched “Reggae Reggae Pizza”. In 2012, mild variant of sauce was launched. In order to
improve the performances of the company, manager evaluates the work of the employees. On the
basis of the work, the managers can provide the feedbacks so that they can improve their overall
performance by giving rewards, the employees feel motivated and encouraged to perform well.
TASK 2
2.1 Actions to overcome the weaknesses
Small business enterprises have various ways in which the workers of the company can
do the effective management and the operations of the business this will help in achieving

success in the business. In small business enterprises like Paul Cockle- The Generating Company
has limited investment and funds, this is one of the major weakness of the company. As the
competition is very high because of the recession in the market there is zero limitation. Company
uses value chain method, in order to deliver the valuable offerings like useful products and
services for the market and also for sustaining in the market. This method is to evaluate the
weaknesses that helps in improving the business and serve in determining the strategic
competitive advantages. They deliver the best offerings to the consumers which are similar to the
competitors(World Bank Group, 2013). If there is an increase in the consumers then they
generates more profits. They can even use the training and development concept which helps in
improving the skills, knowledge and experiences of the workers working in the company. It
depends on the employees of the organisation, if they have experience they can deliver quality
services to the users by this they can attract more and more users.
By using the following method, Paul Cockle- The Generating Company can find the
problems and its solution if the employees of the company are experienced. They are:
Distribution- it has the direct link to the end users by distributing the services. Industry- the
company has to operate in a wider area as industry is growing at a higher pace. Consumers- these
are also known as end users. These are the person who purchases the product or the services of
the company for the final consumption. Marketing and Sales- The Generating Company uses
very strong strategy to attract more and more consumers by using niche market strategy which is
its main advantage. Procurement- As the business is based on the services, so the company does
not require raw material. Also it accommodates in selecting and hiring the employees and legally
takes the advices. The members of the company have to provide invoices to the end users, only
in the case of budgeting. Human Resources- in this department of the company, the employees
helps in managing all the business activities also helps The Generating Company in attaining the
competitive advantages. Technology Development- for obtaining the competitive advantage the
company have to use the appropriate and innovative technology. It can also be used in different
ways. Firm Infrastructure- it helps in providing the work of management, legal and financial
structure effectively and efficiently(Zortea-Johnston, Darroch and Matear 2012).
The employees of The Generating Company, have to do proper development by
innovation and creativity, they can also develop business by overcoming the weaknesses.
Recommendations to overcome the weakness Paul Cockle- The Generating Company having

insufficient fund for the business and even they do not have the credit arrangements. Quality
work being a part of performance appraisal. They should also establish the levels of the expertise
and for that they need to set the standards.
2.2 Ways in which existing performance can be maintained and strengthened
There are several small business enterprises that ar5e sunning in the world and it is very
important for the company members to maintain the survival and sustainability. Following are
the factors that are characterised with the sustenance as well as the strengthening of Paul Cockle
– The Generating Company are:
 Positioning or market share- Positioning is creating a distinctiveness in the minds of the
targeted market or consumers(Ackermann, 2012). It can be done by emphasizing the
distinct features of the product. Once it is achieved a strong position it is very difficult to
reposition it.
 Market penetration- this refers to the selling of the products and the services in the
market. This strategy includes the selling of current products and services into the
existing market to obtain high market share.
 Consumer relationship- For maintaining and establishing the relationship between the
company and its consumers by focusing on consumer retention and driving growth sales.
 The company have to maintain the quality of the product and timely deliver to the
consumers, and can maintain the performance in the market.
 The Generating Company is having proper records on the basis of performance, to
improve the productivity and the efficiency. The members of the company have to take
advice from the experts to guard the business.
Performance analysis, employees of Paul Cockle- The Generating Company have to
attain several aims and objectives. For that the company have to use several methods which sets
the standards and also to develop the career path. The manager of the company have to assign
proper and relevant responsibilities, that includes the consumer services, stock and sales which
affects the company's success. The workers of Paul Cockle- The Generating Company have to
analyse the performance of the company which helps in doing the proper evaluation so that they
can compare(Acs and Mueller, 2008). They also have to set and attain the target which helps in
calculating the performance and improving the positions. By attaining the goals, the performance
is reviewed.

2.3 Expansion of the business in new areas
The employees of the company Paul Cockle – The Generating Company have to achieve
the set targets and new opportunities that will help in attaining the advantages that exist in the
market. Members of the company have to do correct operational activities, there are several steps
that helps in the expansion of the markets that are as follows: Company have to determine the
area of expansion and responsibilities of the market. The areas that are outside the central market
are: Due to the increase in the export trade, the profitability and the growth also increases but
sometimes it falls due to some hindrances in the language barrier, to attain new opportunities the
company need to develop the market by using various tools and techniques they even have to
target new consumers with the new locations with its culture, for creating new opportunities they
have to use proper research techniques for the business. The research basically has two types of
techniques one is qualitative and the other is quantitative. In qualitative technique, the employees
of the company deals with sound views and opinions(Schaper, 2010.). Besides it also assists in
proper decisions that directs to achieve the success and improve the company's productivity and
growth.
Re-branding is defined as the process of providing a product or a service or a company a
new image in order to make more attractive and profitable. This is mainly done to increase the
consumers loyalty towards the company's product and services, improve the employees rectitude,
for entering in the new market trends, also to increase in the share holder value. Re-branding
usually be applicable to new products and services, to those that exist in the market or to the
mature products(Thompson and Doherty, 2006). This includes a process of appropriate
strategies, personal; communications and notable visuals.
TASK 3
3.1 Business objectives and plans.
Paul Cockle is a business enterprise which is working in a reality television sector. All
the business have its predetermined aims and objectives. The main aim of all the businesses is to
achieve all the preplanned objectives in planned time with effectiveness and efficiency. Its main
objective is to promote the reality shows among the public. Its has the objective to reach among
the as many public to build its brand image among the public. The criteria of reach frequency is
to survive in the competitive market with a increased growth(Eid and El-Gohary, 2013). Many

suggests that newly started small business fails within the period of twelve months. The Paul
cockle enterprise has aim to survive firstly by entertaining the public. As these is not a not for
profit organisation it also have a objective to earn profit from the business. The survival of profit
completely depend upon the profits of the firm. The survival for long term will help in profit
maximisation in future with stable growth. These enterprises related to the media sector have
very common objective to build a corporate image among the public.
Paul cockle has a many future plans to achieve its objectives. It have plan to to extend its
enterprise among different areas for promoting is business ideas. It is planning to extend its reach
among the audience to provide television broadcasting on wider scope. Paul cockle is targeting
on providing business to business services in order to survive in competition. It has planning to
to increase its market share with increase in profits for long term. It has a long term plan for
expansion of the inventory in the enterprise(Barbero and Feldman, 2011). It had planned to
double up its current profit within the three years. It have planned to provide better and quality
services in media sector. These enterprise is being planning to develop a research and
development to develop its quality in providing its services . It has long term plans in generating
quality employment for the public.
3.2 Review on plans and suggestions for change.
Paul cockle has a good plans for future expansion of its enterprise. These procedure will
help business to increase the growth within the pre determined time frame effectively and
efficiently. The plans have framed and decided such a way which will help to increase its profit
in long run. The formula of developing research and development department will help in
generating better and quality service for the public. The schemes will help enterprise in helping
in the increase in economic growth rate of the country. These proposal are in a manner to provide
employment to the general public which helps in eradication of poverty in country. The
employment generation are considered as social service which will help in brand building of the
enterprise among the public(Battisti and Perry, 2011). The research department will help top
develop strategies for developing the business. The scheme of providing services to business
groups will be helpful for long run.
The Paul cockle enterprise is the small enterprise providing services for television shows.
In today's competitive market all over the world survival of these small scale business is being so
much difficulty due to the increase in the competition and emergence of new firms with great

investments. So for survival of the enterprise it must firstly aim on the policy which will help the
enterprise for long run. The schemes must be framed such a way that its primarily focuses on the
survival of the firm for a longer period profit maximisation must be the secondary objective of
these firm. The firm must target the audience where he can provide the services and where he
can build his corporate image. The enterprise have need to classify the target audience.
Enterprise must know for whom the services have meant for which will help to achieve the
attention of the public. Paul cockle enterprise must develop the marketing policy for the services.
The marketing is the process which will help in communicating the the services available by the
enterprise among the public(Bridge and O'Neill, 2012). These helps in retaining the public
interest for the enterprise. The firm must also expand its business by diversifying the services. It
must have its complete focus on the special services provided by the business.
3.3 Action plan for implementing the change.
It is necessary for all the enterprise whether it is a small enterprise or large enterprise to
develop the necessary plans for implementing the changes in the business. Developing a best
action plan for the implementation of the change is one thing and implementing these change in
real is the thing which completely differ from process of developing plans and programmes. The
development of plan must be structured in such a way by considering all the positive and
negative key factors of the organisation which will effect the enterprise. The need and urgency of
implementation of change in the organisation must be clarified so that change can be
implemented as and when proper time arises. The change in business before and after time can
lead to serious issue with negative impact on the business enterprise. The background and
working of the enterprise must be pre analysed. To implement change in organisation the the
financial background of the firm must be checked(Business, 2013). Every change in the
organisation requires the finance in implementation without the strong financial background
business can't apply the change. The action must be taken with the proper steps to implement
change with positive effects. The changes must go in steps and phases. Paul cockle can follow
these steps for implementing the change.
 Determination of the roles:- The roles must be decided earlier by the organisation. It must
be clear that at the time of implementation who will play which role. This will help miss
management at the time of practical change.

 Decide on change:- It must be decided which change will help to achieve the objective.
Main head must consult with the leader of the department where change has to be done.
 Creating a drive for change:- The reasons of applying change must be cleared among all
the employees of the organisation.
 Implementation and monitoring to change:- After above step implementation must be
done. After implementing change it must be monitored for checking the impacts(Burns,
2010).
TASK 4
4.1 Impacts of the changes on organisation and personnel.
The changes in the organisation are done to achieve the certain goals and objective of the
enterprise. These changes helps to compete in the today's market with the increasing competition
. The change will maintain the survival of the firm for a longer period in the competition. These
is the method where company can meet its objective with the desired results. Wherever the
company lacks behind the firm tends to make changes in the field to achieve the goals. Every
change in the organisation has so positive and negative effects(Islam, 2011). All the changes in
the organisation can't be positive. Some of the positive and negative effects for the Paul cockle
enterprise are as follows:-
Positive impacts on organisation and personnel:-
The change in the Paul cockle enterprise will help firm to survive in the the
competition with large organisations. It will help to retain industry with current market trend and
situation. The change will help to increase the effectiveness and efficiency of the services
provided by him. Due to this firm will able to develop the new opportunities for the success of
the business(Autumn Statement, 2015). It has a positive impact on maximisation of profit of the
business entity. It has the positive impact on the ideas of the personnel of the firm. This will help
to increase the efficiency of the personnel with the improvement in the attitudes of the of the
personnels.
Negative impacts on organisation and personnel:-
The change in organisation has to bear some cost for implementing these changes . These
changes can lead to negative effect for the organisation as it can occur excessive cost which may
lead to the financial problem for the organisation. The change may lead to the miss management

in the enterprise. It sometime has a bad effect on the personnels of the firm. It may decrease the
morale of the company employees and work force(Small Business Enterprise Program, 2016). It
may lead to the de employment of the work force. The change in enterprise will lead to the
increase in the stress among all the personnel of the business.
4.2 Plans to manage change in business.
The change is the process where some of the rules or the structure of the organisation is
being altered to meet the goals and objectives of the organisation as per the market conditions.
The management of these changes are necessary for all the organisation to make these alteration
successful (Jasra, 2011). If these change not managed properly they may have negative impact
on the organisation. Which may have serious cause on the working of the business. For
managing these change in the organisation the responsible manager or the leader must
communicate and consult with the organisation's personnel's. He must share and build the
communication internally among the employees. The legal must be carefully fulfilled so that
there in no objections from legal side. The legal formalities such as employment contracts and
business contracts so that no issue occurs in near future. The management must build the healthy
relation between the employees and the top level management. This will help to remove stress
among employees of the enterprise. The leaders must use problem-solving methods to cope up
with the change in the organisation(The Small Business Enterprise and Employment Act receives
Royal Assent, 2015). They can use methods such as SWOT analysis, cause and effect
analysis..etc. For managing change the manager must analysis all the core effect where changes
have made and its future impacts. Analysing future impacts will help in pre planning for the
impact which change will cause in near future.
4.3 Improvements in performance of the business.
The changes in the organisation helps in the increase performance of the Paul cockle
enterprise. The need arises for changes only when the company lacks behind in its effectiveness
and performance. The enterprise was only working in business to consumer services now it has
been preforming with business to business enterprise(Mahmood and Hanafi, 2013). It have
expanded its business in many areas by providing effective services. As it is difficult for small
scale enterprise to survive in the business Paul cockle enterprise is being surviving with a growth
from past two years. The enterprise has maximized its profits continuously from past two tears.
The reach frequency of the enterprise in television sector to the target audience have been

increasing day by day. The business have satisfied many of its consumers by its service. It is also
satisfying its business customers. The business have successfully adopted the change in the
organisation. The business have generated many employment opportunities for the public of its
area. The enterprise is continuously achieving its target to promote reality television shows. The
Paul cockle enterprise have developed a significant brand image among the target audience. The
effectiveness of the enterprise have been increased. The personnel's of the business is regularly
working on the achievements to be earned. The work management by the employee's have been
increasing day by day. It have eliminate the competition by his performance. The market share
have been increased by the enterprise(Understanding Enterprise Entrepreneurship and Small
Business 2015). The enterprise over is continuously overcoming from its weaknesses also he
have maintained its strengths.
CONCLUSION
From the above report it has been concluded that the Paul cockle enterprise is being
working significantly in promotion of the reality television show. This report says that these
small enterprise is being survived effectively in the market. The enterprise have achieved his
targets in significant manner. The reach frequency of the show among target audience have
increased. It has been concluded that the weakness of the enterprise have been eradicated with
the help of the change in the organisation. The business have increased its working area in
effective manner with the stable growth. Firm have maximized its profits.
REFERENCES
Books and journals