Proposition de développement des affaires

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Business Development Proposal

WEB PUBLICATIONS LIMITED

(an internet publishing house)

Victor Johnson

CMU – ST200445566

Submitted in fulfilment of the requirements of the Masters’ degree to the University of Gloucestershire, for the degree of Master in Business Administration (MBA)

Supervisor: Dr K V Shenai

March 2012

WEB PUBLICATIONS LIMITED

Contents

Page

Executive Summary

Chapter 1: Introduction 1

Chapter 2: Business Concept 3

Chapter 3: Feasibility 6

3.1 Primary and secondary Market Research

3.2 Feasibility

 Product/service

 Industry/market

 Organisational

 Financial feasibility

3.3 Resource Requirement Evaluation

Chapter 4: Strategic Analysis and Business Model 22

4.1 Strategic Analysis of the business idea

4.2 SWOT analysis and Value Chain

4.2 Sources of competitive advantage and sustainability

4.3 Selection of strategies for success

4.4 Development of appropriate Business Model

Chapter 5: Business Plan 34

5.1 Business Plan outline

5.2 Proposed plan of action

5.3 Critical Success / Failure Factor

Appendices

References

Bibliography

ACKNOWLEDGEMENTS

I would like to take the opportunity to say thanks to my respected supervisor

Dr. K V Shenai, for his excellent guidance to write my business development project.

I would like say thanks to our entire college librarian who helped me to get all the magazine, journals and text book which assist me to prepare my project.

I would like to give special thanks to my parents who helped with the finance for my studies in the UK.

Executive Summary:

(The business idea, scenario chosen, aim, strategic fit, feasibility of idea and important assumptions for success, brief implementation plan)

The following paper is a business development proposal for establishment of a start-up consultancy company specialising in sustainability consulting, certificate auditing and monitoring in small and medium enterprises (SMEs) in Serbia. The company will offer expert advice in implementation of ISO 14,000 (set of voluntary standards for environmental management) norm and Eco-Management Audit Scheme (EMAS); ISO 50,000 norm for energy management (EnMS) as well as advice in management of Waste; and Stakeholders and Reporting.

The business development proposal contains several chapters. In the first chapter will be described the business idea, while the second chapter will evaluate if the idea is feasible through market research and different external and internal analysis of the market. The financial requirements are estimated at € 45,000 and are planned to be acquired in the form share capital (€30,000) and bank loan (€15,000). The sales, profit and loss forecasts and the cash flow analysis predict positive returns in the fifth year of the company´s operations, while the breakeven analysis sets the breakeven number of customers at 11 and the breakeven value of services at €57,377.20.

The NPV calculation had positive results for the rate of return required by investors (20%) and IRR was calculated at 26.60% thus meeting the requirements of investors. The company-internal factors were assessed using a Value Chain model and a SWOT analysis, while the market was investigated through a PEST analysis and the Five Forces Model. The resource requirements are relatively low since the business is a service provider, with the most resources needed in the financial and training categories, with the latter covering the certificates needed for auditing of the customers.

In the course of our feasibility analysis, the critical success and failure factors for the business will be defined, which are both company’s internal and external, and include the successful acquisition of financial assets, the acquisition of certificates

needed and successful contact with our most important national and international partners and, at the end of the start-up phase, customers.

The implementation plan for the start-up phase was designed by first identifying the key events and stages for this phase and then setting out a timeline for the introduction and completion of those stages by determining which events are dependent upon others. This timeline was modelled by using both a Gantt chart and a critical path model. Both models resulted in a minimal start-up phase of 12 weeks, with the critical path including administrative setting up of the business, establishing contact with national and international partners and the first business contact with customers. The start-up phase is represented in the financial analysis as year 0.

The chosen strategy is a hybrid diversification-cost leadership strategy with a slow, progressive growth and a strong connection of the company´s policies and internal culture to sustainability issues. This strategy reflects the choice of a business field and a strong diversification drive from other competitors in the field of business consultancy, while also considering the main characteristics, especially the often limited resources, of our base customers.Exertion of accomplishing business development proposal on online

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