Presentation: Strategic Marketing and New Venture Development

This presentation provides a comprehensive overview of strategic marketing and new venture development, focusing on the 'Weekend in London' app. It begins with an introduction to strategic marketing and a brief description of the new venture, which is a mobile application offering information on London attractions, restaurants, and transportation, along with a 10% discount for users. The presentation delves into the new venture opportunity, including market and PESTLE analysis, SWOT analysis, and identification of competitors. It then explores the business model canvas, strategic marketing approaches, and the creation of a value proposition and brand communication. The presentation also covers financial resources for the venture, including angel investors and crowdfunding, and concludes with a summary of the key points. The presentation highlights the importance of marketing mix tools and branding in creating value for both consumers and the new business venture. It also emphasizes the role of social media and differentiation in the competitive landscape.

STRATEGIC MARKETING AND NEW
VENTURE DEVELOPMENT –
PRESENTATION

TABLE OF CONTENT
Introduction
Brief description on new venture business
New venture opportunity
Business Model Opportunity
Strategic marketing approach
Creating value proposition and brand communication value for the new
business venture
Financial resourc
Conclusion
References

INTRODUCTION Strategic marketing can be defined as the process of designing, developing and
applying manoeuvres to raise a competitive edge in the chosen market. Such Marketing supports organization to achieve it’s all goals and objectives
within timeframe. In this presentation will discuss about new business venture and it’s strategies to
success in the business market.

MAINBODY
Brief description on new venture business
 “Weekend in London” is a app that is new small profit business venture. This app
comprises internet-related services, online advertising technologies and a search
engine. In this app, people can find knowledge about parks, restaurant, theatres,
cinema, historical place and transport information’s such as Zip cars, TFL
information, Bicycles. If people use this app then they will get 10% discount
automatically.
Reason of initiating this new business venture
 There is a reason of launching this new business ventures such as whenever people
want to go for hotel, theatre, historical place or wants to get information about
transportation services then they have to use different apps for searching different
things. Even people do not get any discount while using such apps.

CONT.
Scope of the new business venture
 UK’s government always promotes small start-up business by offering mortgage
payment at lower interest. Small scale new business venture has wide opportunity
in the UK sector because people want to use such app that give whole information
and saves their time as well. This app can improve customer or public engagement
and earn high commercial profit in UK. Angle investors also another reason to
start-up such business because there are lots of angles investors in UK who always
look for to invest their huge capital in such business that is highly engaged with
innovative activities and has potential to become market leader in the business
market. Thus, this new venture can build strong brand image in the technology
sector with it’s new business idea as well as gain large commercial benefits. So, it
is considered as innovative new business venture.

New venture opportunity
Market Analysis
Pestle Analysis Political factors: Stable political climate is one of the major opportunity for the
new business venture because it does not have to change it’s policies again and
again for running it’s software application in London effectively. As result it
will save additional cost of the new venture. Economical factors: UK is one of the main rapid developing countries wherein
lives wide variety cultural people. So, it will easy for the new venture to attract
large number of people either old generation to young generation and convert
them into customer by offering effective internet services. Sociocultural factors: Enhancing diversity of online customers is the great
opportunity for the new business venture because it can improve engagement
of customers by offering it’s software application services.

CONT. Legal factors: UK’s government highly strict online
misusers so it has imposed some online privacy
regulation. It can be proved beneficial for the new
venture because it can comply with this regulation
to keep it’s app safe and will enable to gain trust of
London’s people. Environmental factors: UK’s government has
imposed rule to use sustainable technology to
overcome environmental issues. New venture will
use renewable energy that improve it’s App
services along with green technology. Thus, this
new venture will gain trust of the customer on it’s
app. Technological factors: UK has good technological
performance that is great opportunity for the new
business venture because with it’s Weekend in
London app can promote online users to use it for
gathering extensive information related to UK.

CONT.
SWOT Analysis
Strength It is a unique app
because it offers wide
variety data services at
a single platform to
customer
Weakness It can be costly due to
improvement in app
accessibility.
Opportunity Rising diversity of
online users in UK is
the major opportunity
for the new venture.
Threats Social media like
Facebook, Instagram
and other search engines
are the major threat for
the new venture.
Identify competitors
Google and other search engines are the
major competitors for the new business
venture because these also offers similar
services like Weekend in London app but
does not offer discount services like new
business venture app. This app keeps
wide range difference from other
software applications such as it offers
wide information about London only. So,
online users do not have to put specific
name of country or place for searching
something. It has quick accessibility
services so customers do not have to face
any issue while using this app.

CONT.
Key trends
 Economical trend: UK’s government promotes small scale busines ventures to
run it’s bossiness effectively by offering wide variety services like loan at lower
interest and other policy supports.
 Societal Trend: Ethical social trend is the new trend that can be undertaken by
new business venture to take all ethical practices while offering wide
information services. Thus, company can give accessibility of such sites that are
restricted for other company by following all ethical practices.
 These both trends helps new business venture in improving customer trust on
the it’s new app and brings sustainability in the business performance in the
technology market.

 Business Canvas Model
Key Partners Angle
investors, IT
technicians,
sponsors
and
equipment
manufactur
er etc. are
key partners
of new
business
venture. Angle
investors
and IT
department
are
important
partners
that helps to
run business
smoothly.
Key Activities R&D
department,
HR
management
both plays
different
roles in
maintenance
of internet
services.
Value Proposition The main goal
of the new
venture is to
develop values
for the
customers,
internet
search and
operating
system.
Another aim
of the new
business
venture is to
effectively
manage the
London’s
information
and make it
accessible and
useful in
London.
Customer
Relationships With this app
new venture
wants to build
good relation
by offering
effective
support
services.
Customer
Segments All
customer
are targeted
by new
venture. This app
can be used
by from
young
generation
to older
generation.
Business Model Opportunity

CONT..
Key Resources Human resource, IT infrastructure,
licence and other proprietary material
are key resources of new venture.
Channels Digital platform, social media are the major
channel of the new venture. Own app i.e. Weekend In London is the main
channel that service offers by new venture to the
customer.
Cost Structure R&D, HR activities and license etc. are
quite expensive cost for the new
venture.
Revenue Streams Sponsors are the main stakeholders who will
attract large number of customer to use such app
and will bring financial benefits.

Strategic Marketing Approach
Branding
To improve branding of new business venture requires
marketing tool such deep market research, website and
social media then will achieve value-added outcomes by
the new venture.
For example, with deep market research new business
venture enable to analyse it’s market condition in London
and viewpoints of customers.
USP
It is another marketing strategy such as unique selling
proposition that will support new business venture to
define it’s app uniqueness from other software
application.
With this marketing strategy new business venture express
about app such as it is unique app because it provides
wide range of data at a single platform.

CONT..
Marketing Mix Product: Weekend in London is the only one search
engine of the new venture app which denotes only a
single platform for all searching activities. Price: Freemium pricing strategy follows by new
busines venture for it’s app whereas company
provides free services to use for users but in term of
using additional features such extra storage space to
get access of other restricted sites then they have to
pay extra cash. Place: Being new internet venture, place plays vital
role in this marketing mix tool. So, new business
venture mix web solution and hardware product
services to the customer. This app provides extensive
data about London to the users. Promotion: New business venture uses limited
promotion media for influencing awareness in online
and offline users about it’s app. Mix of TV
commercials, online ads and offline promotion are
used by new business venture to aware people.

CONT.
Benefits of marketing mix tool for the consumer and new business venture This marketing mix tool supports new business venture to define it’s strategies
that will support to promote it’s product such as App services to the people. For
example, promotional strategy helps to create awareness in customer about App
and promotes them to use this app which will bring financial benefits for the new
business venture. Second new business venture offers 10 % discount to people if
the use this app that automatically attract customer towards App for using purpose. Consumers also gains benefits from this app because they do not have to use
different app for the gaining different information. This app provides advanced
data as well as saves extra time of consumers. Apart from this they get 10%
discount that will improve their engagement and purchasing behaviour to get
advanced knowledge. In other word, this app will save extra cost of consumers as
well because they do not have to pay extra cost to different sites for gaining
knowledge. Now they have to pay only single site.

Creating value proposition and brand
communication value for the new business
venture
Target customers
 All customers from young generation to older
generation people are targeted customer for the
new business venture. Anyone can use Weekend
in London app so, new venture targets all
customers.
Communication media and Social media
 New business venture will use social media for
creating awareness in London’s public for the
new app. Social media such as Twitter will use
by new business venture because it allows all
people such as general public to potential one.
Thus, this media will support to influence
awareness in people about new busines
venture’s product.

CONT.
Differentiation through branding New business venture’s product such as App is
quite different from other search engines that
automatically differentiate brand of new venture
from other ventures. Apart from this it offers
effective App services with 10% discount, so it is
quite enough to attract online users of London
towards app.
Price and buyer’s decision’s New business venture establishes it’s business in
the internet sector with it’s innovative business
idea. This business idea will support to overcome
all issues related to different software applications.
So, customers like to buy this app services because
they get all data at single platform which will save
their time and money effectively.

Financial resources
Estimated 10,000 euro requires to invest to start up new business venture. It is early
stage funds that needs to maintain app service effectively.
Angle investors
Angle investors are the major financial resources for the new business venture because
they will help entrepreneurial ventures to invest high capital as per the requirement. The
reason behind is that such angle investors also seeks for such small business venture
which is affiliated with innovative activities. It is properly based on innovative ideas so
definitely angle investors like to invest their funds in this business.
Crowd funding
It is another financial resource wherein public invest their funds for buying company’s
shares to keep hope that they will achieve maximize return investment. Thus, new
business venture can get fund from this source as well.
Payable tax beak There is no tax for such business who earn less than 12,500 euro so, new start-up
business does not have to pay any tax till it is not started to earn between £12,501 and
£50,000.

CONCLUSION
 This presentation has been summarized all business activities that needed to establish
a new start up business in the new market.

REFERENCES
 Joyce, A. and Paquin, R.L., 2016. The triple layered business model canvas: A tool to
design more sustainable business models. Journal of cleaner production, 135,
pp.1474-1486.
 Keane, S.F., Cormican, K.T. and Sheahan, J.N., 2018. Comparing how entrepreneurs
and managers represent the elements of the business model canvas. Journal of
Business Venturing Insights, 9, pp.65-74.
 Vallati, M. and Grassi, A., 2019, July. AI to Facilitate Legal Analysis in the PESTLE
Context. In The EMerging Technology conference (EMiT) 2019 (pp. 66-68). IET.
 Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of
International Social Research, 10(51).