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Introduction

An entrepreneur looks at the bright side of market trend that leads towards opportunities. They identifies success possibilities where others only focuses on risks. They utilities brainstorming to get an effective idea that can be used to launch a venture. It takes a long time to open a firm because it needs strategic planning. This effective planning includes various phases that have to execute in an appropriate manner. 'Brownie Delights Café' is a launching with a new concept to offer a huge range of high quality eatery. It serves various kinds of brownie, coffee and snacks items that satisfies customers needs and expectations. Hence, this assignment is based on identifying target market and its competitive analysis. The assignment underpins tangible and intangible resources along with credible proposal of new venture. It also comprises of skills, capabilities, promotional activities, activities plan for both launch and pre-launch, monthly cash budget and legal form of venture (Baron and Henry, 2011).

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Task 1

P1 Explain a new venture to identifying specific target markets and competitive analysis.

Background Of Idea - In present time, there is a huge competition in marketplace but on the other side. An entrepreneur seeks opportunities as there are a very few firms which offers high quality food items. 'Brownie Delights Café' is providing different kinds of brownie items along with coffee and snacks. This cafe is situated in Old Spitalfields market which a most crowded place. There are so many shops and malls are placed and that's why it is always full by shoppers. There are numerous cafes but none of them is providing wide range of brownie products. That's why this venture can gain profit because it can attract customers through offering different kinds do eatery.

'Brownie Delights Café' is also offering a huge range of Italian, continental, Spanish and French cuisine along with beverages. It is opened in a building with 2500 square feet area in Old Spitalfields market, London, United Kingdom. Initially the owner needs to sign a lease agreement for 3 years so that it can run a business without any problem. Therefore, entrepreneurs needs to invest initial amount in the venture that is £2,53,000. But it needs to arrange funds from bank that support it to conduct overall operations (Zhang and Li, 2010).

Target Market - Target market analysis can be analyzed through diving customers in specific segments so that firm can identify their buying behavior. Therefore, it conduct a research to recognize target market where it can sale its food items. This research depends on age, income level, purchasing behavior of the people. Citizens have high income which positively influences the business as they can purchase premium price products. It is targeting to huge population including all age groups because everyone likes brownie and snacks according to their choice and preferences. Thus, this is a plus point for 'Brownie Delights Café' that it captures attraction of the people whether they are kids, youth or adults. This cafe is located at most busiest place which help it to gain profit. As this place is always surrounded by people that's why it can sale eatery to maximize the profit and revenue (Burns, 2017). The target customers for BDC and for its famous coffee, includes the teenagers who are coffee shop lovers, drip coffee drinkers, specialty coffee drinkers, and total bean buyers.

Competitive Analysis - It is essential to analyze about the existing market. As there are numerous cafe are serving to the people and they have reputation among customers. Already present cafes such as Climpson's Coffee Bar, Indi-Go - Indian Street Food, etc. are providing their variety of coffee and cuisine. So settled business ventures makes it difficult to launch 'Brownie Delights Café' successfully. It is hard to gain profitability and attain customer's attention which can sale their products in an effective way. Therefore, entrepreneurs needs to offer some customized and innovative products that can allure customers and support to raise sales of cafe. In order to establish a new venture cafe needs to strong and weak strategies of their competitors that can assist it to develop an effective planning. Through this, firm can innovate products that can capture attention of their potential customers (Naktiyok and Karabey, 2010).

P2 Tangible and intangible resources that would be required to launch of a new venture.

There are some tangible and intangible resources are also required for a business. They plays a vital role in an enterprise because it supports to carry out daily operations and activities in an effective way. 'Brownie Delights Café' needs some resources that aid to assists in attain objectives of the organisation. As these resource are considered as most essential requirement of the venture. Hence, these resources are mentioned below -

Tangible Resources - It refers to those assets which are present in a physical form. Tangible resources includes fixed assets like machinery, buildings and land, and current assets, such as inventory. In order to run a business in an appropriate manner 'Brownie Delights Café' needs a building where it can carry out its routine operations can provide its services to customers. The area which it takes on lease (25000 Sq. ft) is land that is known as fixed assets along with this, firm also needs machinery for baking and cooking stuff. Further, cafe also requires furniture to adorn its interior that can give a pleasant ambiance to customers and it also attract people to stay in cafe. On the other hand side, current assets refers to resources which will be used while launching a venture such as cash and inventory. The cafe needs cash as capital fund and inventory will help to operate its functions in an easy way.

Moreover, human resources are also consists of tangible resources. As these employees are skilled to prepare cuisine in an efficient way that will be provided to customers. The venture needs to hire skilled workforce including cooks and house keeping staff that helps to provide best customer service that can satisfy their needs and requirement (Fisher anmd Kuratko, 2017).

Intangible Resources - This kind of assets can be define through such things which are not visible or present as physical object but have a significance in business operations. The elements which cannot be touched or seen are known as intangible resources of business. 'Brownie Delights Café' needs to take a license to run a legal business according to prescribed guideline of UK government. Cafe needs to file a patent and trademark for the firm so that they can make its identity. This logo or trademark is essential for it because this establishes a brand image of cafe among customers. The core purpose of intangible resources is to protect cafe with legal legislation as its registered logo, symbol cannot be used by any other firm for business activities. Therefore, it is necessary for it to register the firm that can support it to run a business in an effective manner.

Tangible resources

 

Land

£1,90, 000

Furniture

£30000

Machinery and equipments

£20000

Intangible resource

 

Trademarks for logo

£5000

Total

£245000

Hence, tangible and intangible resources both are crucial for a business venture. Tangible resources are required to support in operations and activities whereas intangible assets protects a business brand image and confidentiality (Kuratko and Hornsby, 2017).

Task 2

P3 Produce a credible proposal to launch a new venture.

Every business have an objective and goal and to attain this goal they needs a particular planning which directs them towards the aim of the organization. They needs to take beneficial decisions for the firm. In order to take an important decision they needs to prepare a specific plan that is derived through various facts and figures. A business needs strategic planning to carry out effective operations and activities. Therefore, 'Brownie Delights Café' is a new venture that needs to prepare a attractive proposal that can achieve its ultimate goals in order to reach towards success. The cafe emphasizes on plan that needs to consists of relevant information about venture and plan is given below -

Executive Summary - 'Brownie Delights Café' is a offering a huge variety of brownie, coffee and snacks. It is also providing multi cuisine flours including Italian, French and Spanish. This is only cafe which is providing a large variety of brownie products along with different kind of coffee as well. Besides these the customers can step for their favorite food taste.

About Venture - The cafe is going to launch to target every age group because everyone loves food. Thus, it is going to be established in Old Spitalfields Markets which is the most be crammed place in London. In this location, entrepreneur signed a 3 years lease agreement for 25000 square feet. The main purpose to launch a business in this market is that it has an easy approach. People can easily reach towards the storefront because this site provides eye catching experience to its customers (Salamzadeh, 2015).

Analyzing Marketplace - It is crucial for 'Brownie Delights Café' to analyses present market conditions. As its success depends on existing market trends and situations because there are already numerous cafes are performing well. In this contemporary situations they can give a tough competition to new ventures. So, firm needs to identify its strength and weaknesses before launching a new venture. It can plan according to these conditions that can help to establish a strong brand image in market. In order to do so, it can conduct a PESTEL and SWOT analysis through which owner of firm can identify their strength and weaknesses of their venture.

Financial Decision - Funds plays a vital role for any organization because it is the major source that helps to run business operations and activities in an appropriate way. 'Brownie Delights Café' needs to invest capital amount for launching and it also needs a budget plan. As this plan will support to gain success.

Standards - The entrepreneur needs to specify such benchmarks that leads to quality and performance of venture. They establishes standards that needs to be followed to attain tasks with accurate actions (Hmieleski and Lerner, 2013).

P4 Assess the skills and capabilities required to launch a new venture.

An entrepreneur should have some skills and capabilities that supports them to launch a new venture. There are some skills which they gain from previous experience and some of them can be acquired according to future requirement of business. There are some skills and capabilities that needs to be possessed by the owner of 'Brownie Delights Café' and that are mentioned below -

Leadership - Entrepreneur should have leadership style because it is essential to motivate employees so that they can squeeze out best qualities form workers. These qualities can be beneficial for 'Brownie Delights Café'. As it increases productivity and efficiency of the firm because motivation encourages people to work in an effective manner (Curley and Formica, 2013).

Hiring Employees - An owner of 'Brownie Delights Café' needs to be skilled to hire efficient employees according to the requirement of venture. As they needs to recruit people to perform daily activities such as cooking, table services, cleaning and hygiene. Thus, owner needs to capable for interviewing a candidate that can fulfill the requirements of firm.

Problem Solving - There are so many issues can occur whole running a business. Therefore, a person should be able to find out number of solutions that can overcome problems. As these problems may impact on performance of business and employees as well. That's why they needs to be capable to handle issues that can affect performance of 'Brownie Delights Café'.

Manage Staff And Employees - 'Brownie Delights Café' is a small venture that has approximately 9 employees and they are efficient in their work. But it is leaders responsibility to manage staff in an effective way. They needs to manage their staff in an organized way so that employees can accomplish their tasks within an specific time. For an example, a chef will only work in kitchen and server will assists to customers and so on. If they all have assigned tasks then they can complete their task they can achieve organization goals and objectives within time.

Being Organized - This skill can be acquired by observation and learning as an entrepreneur should be well organized in order to reach out to the success. They can use productivity tools that can help to accomplish their tasks within a specific time. Through organized approach they can divide their priorities and finish their work accordingly. This will help them to maximize efficiency and productivity 'Brownie Delights Café'. For an example, before launching a new venture then they needs to be register their firm in the initial state then they caters the information about potential customers other required information. This is all helps to manage their work and enhance the productivity of the firm (Baron, 2010).

Raising Funds - As there are several risks occur while developing a new venture one of that is mange funds from various sources. For example, 'Brownie Delights Café has initial investment capital but it needs to borrow money from banks and other sources. This is one of most essential capabilities that have to be in an entrepreneur.

Risk Taking - Entrepreneur should take risk with their products so that they can analyze their strength. They should also promote these products in the market with a risk because there is no security for success and failure. If their efforts will be successful then it will be good for 'Brownie Delights Café.

Task 3

P5 Different promotional activities and channels that will support the launch of the new venture.

While opening a new venture there is a need to adopt aggressive promotional strategies. As there are several kinds of promotional activities and channels that can be used by 'Brownie Delights Café in order to enhance the visibility. Therefore, these are mentioned below -

Print Media - It can be used to promote 'Brownie Delights Café through newspapers, brochures and magazines etc. They can encourage customer in near by areas of Old Spitalfields marketplace (Werbel and Danes, 2010).

Digital Marketing - This is known as one of the cheapest marketing techniques as there are several tools that can be utilize by 'Brownie Delights Café in order to reach towards customers and these are mentioned below -

Social Media - The business owner can use their personal social media account as a promotional tool. They can post information about 'Brownie Delights Café so that people can get information about existence of 'Brownie Delights Café.

Mobile Technology - They can also send text messages to their relatives and known people so that they can also support in the opening of 'Brownie Delights Café. This can help to them to promote business qualities and customized products.

Blogs - This attracts people through interesting content and it is essential for 'Brownie Delights Café to engage customers in a well written blogs. As it can capture attention of people and force them to enhance purchasing.

Billboards - It is often adopted by new ventures that used to promote firm with logos, slogan, and pictures. As potential customers easily get attracted towards the firm and they become curious about the brand. That's why it can be utilize by 'Brownie Delights Café so that it can attain growth of business.

Hence, these are the promotional tools that can be used to increase sales of 'Brownie Delights Café because this is the major goal of a venture. Through enhancing its sales it can increase the profit and revenue of the firm for which it came in inception (Hayward and Forster, 2010).

P6 Promotional activities plan for both launch and pre-launch.

As there is a need of marketing for 'Brownie Delights Café' so that it can get successful. It has a specific goals and objective that has to be attained in a specific time. Hence, it needs to prepare a pre- launch and launch promotional plan that is given as below -

Pre–Launch - In this launch 'Brownie Delights Café' needs to promote its venture before opening a business physically. So they can promote business through using slogans, tag line and 'coming soon' that represents a firm. It informs people that a new cafe is going to be opened soon and it uses logo to attract them towards firm. This is beneficial because it makes curious to potential customers and reflects in the sales of cafe (Cornelissen and Clarke, 2010).

Launching - After pre–launch activities 'Brownie Delights Café needs to adopt various introducing strategies that shows that where a cafe is opened. An entrepreneur needs to promote a firm by showing signage boards and banners. They informs people through text messages, brochures and social media platforms about cafe's opening so that they can come to purchase the brownie, coffee and snacks items (Valdez and Richardson, 2013).

Task 4

P7 Produce a monthly cash budget for the pre-launch phase of the venture.

'Brownie Delights Cafe needs to prepare a pre – launch cash budget that helps it to run promotional activities in efficient manner. Therefore, it given as bellow -

Pre launch cash budget

                                     

Cash Flow budget

                                     

Particulars

Jan

Feb

Mar

Apr

May

June

July

August

September

October

November

December

Jan

Feb

Mar

Apr

May

June

July

Cash inflows

                                     

Investment

8000

                                   

Opening balance

0

5700

2400

400

3800

2250

 

1000

2000

800

1200

1500

3600

3000

3000

4500

1500

3500

4200

Total inflows

8000

3000

3000

4500

1500

3500

4200

1000

2000

800

1200

1500

3600

3000

3000

4500

1500

3500

4200

Cash outflows

                                     

Fixed : Equipment’s

2000

2700

600

4100

2300

1250

800

200

300

100

600

300

2000

2500

1500

2000

1200

1500

800

Variable : Direct material

300

300

200

300

150

500

300

400

500

100

100

400

300

300

200

300

150

500

300

Total outflows

5700

2400

400

3800

2250

750

1100

600

800

200

700

700

2300

2800

1700

2300

1350

2000

1100

                                       

Net cash flow

5700

2400

400

3800

2250

750

3100

400

1200

600

500

800

1300

200

1300

2200

150

1500

3100

                                       
             

13000

16100

16500

17700

18300

18800

19600

20900

21100

22400

24600

24750

16250

closing balance

5700

2400

400

3800

2250

750

16100

16500

17700

18300

18800

19600

20900

21100

22400

24600

24750

26250

19350

                                       

Post launch cash budget

                                     

Particulars

Jan

Feb

Mar

Apr

May

June

July

August

September

October

November

December

Jan

Feb

Mar

Apr

May

June

July

Cash inflows

                                     

Investment

8000

                                   

Credit sales

1200

2000

7500

3000

5000

6500

1200

3200

1500

8200

1250

3210

1200

5000

2500

4500

1500

3500

4200

Total inflows

9200

2000

7500

3000

5000

6500

1200

3200

1500

8200

1250

3210

1200

5000

2500

4500

1500

3500

4200

Cash outflows

                                     

Fixed : Equipment’s

2500

1200

1500

2500

1100

1500

1200

600

500

500

1200

700

2000

2500

1500

2000

1500

2000

200

Variable : Direct material

350

300

250

150

100

500

500

250

450

250

1300

500

300

300

200

250

360

250

500

Total outflows

2850

1500

1750

2650

1200

2000

1700

850

950

750

2500

1200

2300

2800

1700

2250

1860

2250

700

                                       

Net cash flow

6350

500

5750

350

3800

4500

-500

2350

550

7450

-1250

2010

-1100

2200

800

2250

-360

1250

3500

                                       

Opening balance

0

6350

5850

11600

11950

15750

20250

19750

22100

22650

30100

28850

30860

32160

32360

33660

35860

36010

37510

closing balance

6350

5850

11600

11950

15750

20250

19750

22100

22650

30100

28850

30860

29760

34360

33160

35910

35500

37260

41010

This is a pre–launch budget of 'Brownie Delights Café that defines the budget required to spend on promotional activities of the business. Hence, this is only expenses because there is no source of income before launching a firm.

P8 Suggest an appropriate legal form for the venture.

An enterprise can be established with two major legal forms that shares same objective. As the major aim of a business is to gain profit and enhance revenue for which they are running a business. There are two main legal forms of a venture that can be adopt by 'Brownie Delights Café and these are given below -

Sole Traders - A person can start a business and they will take entire responsibility of the firm. As they operate a business all alone that's why they are accountable for profit and loss of 'Brownie Delights Café. The core advantage of sole proprietorship is that they will gain profit of the firm if it gets successful. On the other hand, drawback of firm is that if owner dies then there family cannot take over the business because they do not have any knowledge about firm's operations (Dimov,. 2010).

Partnership - It can be formed with two or more than people who shares a common goals that is attain success. 'Brownie Delights Café can be start with two partners and it is beneficial for both of them. As they shares liabilities for profit and loss that makes them responsible in their relevant areas.

Liability Limitation - LLC limits the liability of a firm. If person demand cost as an outcome of the business operations, then they can claim the assets only which are related to Brownie Delights Cafe business and can not claim the personal assets.

Therefore If the owner of the cafe anticipate a condition whereby he may obtain a liability, an LLC may be an appropriate legal form for Brownie Delights Cafe. For example, if the cafe get a bad collection of coffee beans and if that leads to food poisoning, then the daily and regular affected customers can't take away your personal dominates through legal proceedings.

Conclusion

From the above report it can be concluded that a business needs a proper planning for launching. In order to open a new venture there is requirement to identify target market and competition where it is going to be established. A business also needs some tangible and intangible resources because these are most essential part of a firm. As tangible resource provide growth and intangible resource protects firm's identity. There is also a need of a proposal that includes an effective plan of the business along with promotional activities that requires of a cash budget. It also needs a legal form of venture that needs to adopt buy the leaders of business.

References

  • Baron, R.A. and Henry, R.A., 2011. Entrepreneurship: The genesis of organizations. American Psychological Association.
  • Zhang, Y. and Li, H., 2010. Innovation search of new ventures in a technology cluster: the role of ties with service intermediaries. Strategic Management Journa. 31(1). pp.88-109.
  • Burns, P., 2017 New venture creation: A framework for entrepreneurial start-ups. Palgrave.
  • Naktiyok, A., Karabey, C.N. and Gulluce, A.C., 2010. Entrepreneurial self-efficacy and entrepreneurial intention: the Turkish case. International Entrepreneurship and Management Journal. 6(4). pp.419-435.
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