Business Portfolio: Wonderbly Company Analysis and Growth Strategies

This project provides a detailed business portfolio analysis of Wonderbly, a UK-based company specializing in personalized children's books. The assignment begins by justifying Wonderbly's classification as a small business and providing background information, including its establishment, location, products, industry, ownership, and financial performance. A SWOT analysis is conducted to assess Wonderbly's internal and external environments. The core of the project delves into three key areas: small business ownership (partnership), marketing strategies (including the 4 Is and marketing mix), and growth strategies (business models and challenges). The analysis integrates relevant theoretical concepts and literature with Wonderbly's specific operations, identifying gaps and providing recommendations for improvement. The project examines marketing strategies, including the 4 Is of strategic entrepreneurial marketing and the marketing mix (Product, Place, Promotion, Price). Furthermore, the project explores growth strategies, considering business models, challenges of growth, and the five phases of growth, providing a comprehensive view of Wonderbly's business operations and potential for future development.

Running head: PORTFOLIO OF WONDERBLY
PORTFOLIO OF WONDERBLY
Name of the Student
Name of the University
Author Note

1PORTFOLIO OF WONDERBLY
Table of Contents
Task 1.............................................................................................................................2
Reasons behind the selection of Wonderbly..............................................................2
Task 2.............................................................................................................................2
Task 3.............................................................................................................................3
3.1 Small business ownership on Wonderbly............................................................3
3.2 Marketing on a small business as Wonderbly......................................................5
3.3 Growth strategies on Wonderbly.........................................................................8
Task 4...........................................................................................................................10
Recommendations based on gaps.............................................................................10
Benefits provided by recommendations...................................................................11
Conclusion................................................................................................................11
References....................................................................................................................12

2PORTFOLIO OF WONDERBLY
Task 1
Reasons behind the selection of Wonderbly
The major reason behind the selection of this business organization is based on the
levels of its operations in the United Kingdom. Wonderbly had started its operations in the
country in the year 2012. The company has been selected as a small organization for analysis
as it is start-up and has been able to gain major levels of recognitions in the country within a
short period of time. The most important factor that is related to the ways by which
Wonderbly has been able to qualify as a small organization is based on low number of
employees and a turnover of less than 10 million Dollars as well (Alagaraja and Shuck 2015).
The company has been able to provide its products to the consumers in different parts of the
world. The start-up has been able to gain high levels of success in the country and has
received huge recognition in the industry as well. The analysis of small business will be
based on the operations that have been formed by Wonderbly in the country and the internal
environment of the company as well (Alexiev, Volberda and Van den Bosch 2016).
Task 2
Wonderbly that was previously known as the Lost My Name is an independent award
winning publishing and technology based organization that has been able to offer picture
books to children. The organization had changes the traditional publishing industry with the
help of proper personalised books that are offered to the consumers by Wonderbly. The
company has been able to sell more than four million books in around two hundred countries
in the world. The first product that was developed by Wonderbly was named as The Little
Boy/Girl Who Lost His/Her Name.
The internal environment of Wonderbly can be analysed with the help of SWOT
framework in a following manner,

3PORTFOLIO OF WONDERBLY
Strengths – The major strength of Wonderbly is based on the cutting edge technology
that has been used by the organization in order to develop the customised books to the
children. The clever algorithms that have been implemented by Wonderbly are important
strengths that have been gained by Wonderbly (Azar and Ciabuschi 2017).
Weaknesses – The requirement of investments in implementation of effective
technologies in the operations is quite high. This has an impact on the ways by which
Wonderbly is able to maintain the effective operations in the UK (Chen 2018). The
development of proper partnerships is considered to be a major factor that has an impact on
revenues of Wonderbly.
Opportunities – Wonderbly has been provided with the opportunity to improve the
levels of growth in the industry with the help of improvement of the technologies that are
already being implemented in the customised products. The awards that have been gained by
the organization have been able to improve the brand value and reputation of Wonderbly in
the country (Bai and Chang 2015).
Threats – Wonderbly is quite new in the country and the development of effective
operations of the organization is considered to be quite tough. The company needs to develop
its position with the help of improvement of the products or books that are already offered
(Cross, Belich and Rudelius 2015).
Task 3
3.1 Small business ownership on Wonderbly
Sole trader is considered to be simplest form of the business structure as the
responsibility of the business operations will be on a single person. The decisions will also be
made only by the owner of the business.

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Partnership is considered to be a formal agreement that has been developed between
two or more than two parties in order to manage the business and also share the profits.
A limited company the levels of liability of the subscribers or members of the
organization is mainly limited to the investments that have been made by the employees.
A co-operative can be defined as the autonomous association that is developed
between persons who are united in a voluntary manner in order to maintain the common
social, cultural and economic needs.
Franchising can be defined as a marketing based process that is adopted by the
organizations like a strategy to expand the operations of a business organization.
As discussed by Davcik and Sharma (2016), the small business ownership that has
been helpful for the development of the operations of Wonderbly in the United Kingdom is
based on effective partnerships between the owners namely, David Cadji-Newby, Asi
Sharabi, Pedro Serapicos and Tal Oron. The partnership had mainly led to the proper
establishment of Wonderbly in the United Kingdom. The rapid growth that had been depicted
by Wonderbly had been able to affect the partnership levels of the organization that had been
formed in the country. Partnerships are considered to be highly effective for the ways by
which an organization is able to operate in the industry.
According to Dayan, Heisig and Matos (2017), the partners are mainly responsible for
the profits and losses that are faced by the organization during its operations in the country.
The effectiveness of the partnerships is thereby based on the ways by which Wonderbly is
able to maintain its operations. The growth levels of the organization have an impact on the
ways by which the partners are provided with the returns that they receive on their
investments. The major advantage of partnerships is based on the ease to set up the operations

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in a new area. The development of a start-up is mainly based on the ways by which the
partners are able to provide the high levels of investments in the country.
As opined by De Villa, Rajwani and Lawton (2015), the necessity of legal audit in
case of partnership business of Wonderbly is low as the partners are quite close to each other
and trust levels in the organization are also high. The levels of confidentiality that have been
maintained within Wonderbly are considered to be highly effective for the long term
operations of the organization. The partners who are an important part of the customer base
of Wonderbly are able to provide major contribution to the revenue growth of the
organization. Wonderbly will be able to maintain its operations effectively in the country and
increase the levels of growth by increasing the investments that are made in the technological
implementations (Hsu, Tan and Mohamad Zailani 2016).
According to Dolnicar, Grün and Leisch (2018), the partners of Wonderbly have been
able to affect the ways by which the company can be operated in the United Kingdom. The
future operations of Wonderbly will be influenced in a huge manner with the help of
contribution that is provided by the partners. The partnership agreement that has been
developed between the partners of Wonderbly is developed in order to maintain the future
operations and growth. The legal requirements in case of a partnership agreement is low and
it is mainly dependent on the trust between the partners of Wonderbly (Husted, Allen and
Kock 2015).
According to Jackson and Ahuja (2016), the partners have been able to develop the
operations of Wonderbly in such a manner so that it is capable of fulfilling the demands and
needs of customers in a personalised way. The investments that have been made by the
partners in the organization are considered to be important for the ways by which the
revenues of Wonderbly can be enhanced. The rapid rates of growth that had been depicted by

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Wonderbly had been able to impress the partners who are a part of the organization. The
partnership is able to affect the ways by which Wonderbly can improve its operations in the
future (Josefy et al. 2015).
Gaps – A major gap that has been identified in the ownership based factor of
Wonderbly is based on the requirement of high levels of investments that are required for the
proper implementation of technologies in the products. The company has already developed
some major partnerships. However, the partnership levels need to be increased in order to
continue the successful operations (Kasemsap 2017).
3.2 Marketing on a small business as Wonderbly
The marketing process of Wonderbly is based on the 4 Is that is able to affect the
future operations of the organization. The 4 Is mainly include, innovation, identifying the
target market, information gathering and interactive methods based on marketing. The
innovation that has been implemented by Wonderbly is based on the personalised products
that are offered to children. The books that are offered to children are personalised according
to their choice with the help of cutting edge technology (Alexiev, Volberda and Van den
Bosch 2016). The major target market that has been identified by Wonderbly are children
belonging to the age group of 0 to 8 years (Kim and Huh 2015). The website of the
organization is helpful in gathering information based on the choice of target customers and
their needs. This helps in the development of personalised books. The marketing methods
that are used by Wonderbly mainly include, discount offers and promo codes that are
provided to the customers (Kim, Song and Lee 2016).
The marketing mix of Wonderbly can be analysed with the help of 4 Ps of marketing
in the following way,

7PORTFOLIO OF WONDERBLY
Product – The products that are offered by Wonderbly are based on the personalised
books that are offered by the organization related to needs of children who belong to the two
major age groups that include, 0 to 4 years and 4 to 8 years. Wonderbly is able to offer the
products to its target customers by using the website in an effective manner. The website of
Wonderbly is able to play a major role in reaching the customers and providing the them with
the desired products (Knight and Liesch 2016).
Place – The place based factor that is related to the operations of Wonderbly is based
on the website that has been developed by the organization. The website is able to provide
different types of products to the customers based on personalised needs. Wonderbly has
been successful in understand the demands of its target customers with the help of its
effective website (Kolk 2016). The organization has been able to develop an effective
distribution network that has been helpful in reaching the customers within a short period of
time. Wonderbly provides its products to around two hundred countries of the world. The
string supply chain and distribution based network that has been formed by the organization
is considered to be the most important factor that has supported the growth of Wonderbly
(Mu 2015).
Promotion – Wonderbly has implemented innovative promotional techniques in order
to offer its products and services to the consumers. The organization has aimed at
implementing personalisation in order to develop a magical experience for the customers.
The company had been highly successful in its ecommerce based operations and had been
able to attract the target customers with proper customisation and personalisation of the
products (Prajogo 2016). The company that was previously known as Lost My Name had
been rebranded as Wonderbly and this change is considered to be important for the success
that is gained in the industry. The social media platforms are also used by Wonderbly in order

8PORTFOLIO OF WONDERBLY
to improve its operations in the industry and provide the messages to customers as well
(Salavou 2015).
Price – Wonderbly has used the print on demand based strategy in order to provide
the required products to its customers. The pricing policy that has been implemented is also
based on the levels of personalisation of the products according to needs and demands of the
consumers (Kim, Song and Lee 2016). The customers have to pay based on their personal
requirements and the personalised demands that need to be fulfilled by the products or books
which are provided by the organization. The books are available in softcover version and
standard version and the prices are similar. The shipping based costs of the books are also
included within the decided prices (Josefy et al. 2015).
As discussed by Husted, Allen and Kock (2015), digital marketing based techniques
have been implemented by Wonderbly in order to increase the levels of reach in the market.
The reach of the products that are offered by Wonderbly can be increased effectively with the
help of different innovative strategies that have been implemented by the organization.
Personalised marketing based techniques have been successfully implemented by Wonderby
in order to offer its products to the customers with respect to their demands and needs.
Personalisation has acted as the backbone of the effective operations and success that
has been gained by Wonderbly. Many different paid channels are used by Wonderbly in order
to develop the advertising based activities of the organization. The data of customers have
been used in an effective manner in order to continue its operations in the industry by the
development of a huge customer base (Kim, Song and Lee 2016). Cross channel marketing
has been implemented by Wonderbly for the purpose of providing the desired messages to
consumers. The channels are used by Wonderbly so that is able to target different customer
groups. Facebook is also considered to be the most important part of the strategy based on the

9PORTFOLIO OF WONDERBLY
cross channel marketing that is implemented by Wonderbly (De Villa, Rajwani and Lawton
2015).
Gaps – The prices of products offered by Wonderbly are considered to be a major
concern for Wonderbly in its future operations.
3.3 Growth strategies on Wonderbly
As discussed by Husted, Allen and Kock (2015), the generic strategy of growth that is
implemented by Wonderbly is based on customer focus and intimacy. The company aims at
maintaining closeness with the customers in order to understand their demands and needs.
The personalisation of its products is also possible with the help of the levels intimacy that
the organization maintains with the customers. The changes that are seen in the demands and
needs of consumers are also considered to be important factors that have an impact on the
products which are offered to them. Wonderbly therefore tries to maximize its sales with the
support that is provided to the company (Kim, Song and Lee 2016).
As discussed by Davcik and Sharma (2016), Wonderbly has been successful in
developing the name of its brand with the help of personalised products that are provided to
the customers. The uniqueness of the products is also considered to be a major differentiation
that has an impact on the ways by which Wonderbly has formed a position in the market. The
organization has been able to face the levels of competition that exist in the market with the
help of its products and the importance that it provides to the consumers.
According to Jackson and Ahuja (2016), the highly effective customer relationships
have played the most important role in the development of the revenues by Wonderbly. The
objectives and goals that have been developed by Wonderbly are also based on the levels of
operations and the products that are designed by the organization. The most important part of
the operations that have been performed by Wonderbly in the industry is the strategy of

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gaining the trust of customers in an effective way. The prices of the products are also based
on the demand levels of the customers.
As opined by Alexiev, Volberda and Van den Bosch (2016), the growth of Wonderbly
in the market is totally related to the initiatives that have been taken by the organization to
fulfil needs of consumers and increasing the personalisation levels of the products as well.
The loyalty of customers has been considered to be the most significant asset of the
operations of Wonderbly. The customer base that is developed by the company has provided
the major levels of support to Wonderbly in order to maintain its profitable position. The
major competitors of Wonderbly in the market include, Die Magie meines Namens, Framily,
Mumablue, Hurrahelden.
Five phases of growth
Phase Growth through
1 Creativity in the products that are provided to the customers.
2 The tasks and issues are directed to employees of Wonderbly.
3 The employees and teams are provided different tasks.
4 The development of products are based on co-ordination with the customers.
5 The teams within the organization are helpful in development personalised
products.
Although the prices of the books offered by these organizations are lower including
their delivery based costs, Wonderbly has been able to maintain its position in the industry
with the help of personalised books that are developed with the implementation of effective
technologies. The relationships formed by the organization with its customers are considered

11PORTFOLIO OF WONDERBLY
to be an important factor that has been able to affect the growth that has been experienced by
Wonderbly. In spite of being a small organization, Wonderbly has received huge levels of
recognition from different parts of the world (Startups.co.uk 2019).
This has played a key role in the ways by which the company has gained a huge share
in the market along with an effective customer base. The organization has depicted fast
growth in the industry with the support that has been provided by the loyal customers. The
implementation of customer intimacy based strategy has proved to be quite useful for the
successful operations of Wonderbly in the market (De Villa, Rajwani and Lawton 2015). The
future growth of the company will also be based on the ways by which it is able to gain a
suitable position in the minds of the consumers. Development of high value of the brand is
considered to be the most important factor that has led to the successful operations of
Wonderbly (Dolnicar, Grün and Leisch 2018).
Ansoff Matrix
Market penetration
The penetration of the market is
implemented by Wonderbly in order to
reach a larger group of consumers.
Market development
The proper development of the market is
based on the personalised products that are
offered by Wonderbly to the consumers.
Product Development
The product development stage is based on
the ways by which the company
manufactures personalised goods for its
consumers.
Diversification
Diversification will be related to the process
of increasing the consumer base with the
help of variety of products.
Gaps – Wonderbly has received many recognitions based on personalised products
that are offered to the consumers. However, the company needs to increase the awareness