BCO 314 American School of Business Small Business Management Essay

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Qnavopa99

Business Finance

BCO 314

American School of Business

BCO

Description

Please prepare and answer the following questions about the case study:

1)Currently the business strategy is to run one location. What might be the advantages and disadvantages of adopting this strategy to multiple sites?

2)Is the cost and effort of legally protecting the company’s intellectual property a worthwhile investment?

3)Given the existing facilities and staff capabilities can you identify additional product/ service offerings?

4)Critically assess the proposed low-cost marketing activities for enhancing the generation of the future bookings and the brand awareness of this small business

5)Would you invest in a business like this? Provide reasoning

6)What additional revenue and market opportunities might the business investigate?

Your analysis and answers should be through and include concepts, theories and methodologies

Formalities:

Wordcount: 2500 words max

Font: Arial 12,5 pts.

Text alignment: Justified.

The in-text References and the Bibliography have to be in Harvard’s citation style.

Unformatted Attachment Preview

SMALL BUSINESS MANAGEMENT Task brief & rubrics Task • • • Description: Individual task Submission format: Report Tasks you are required to perform You are asked to develop and write a report to assess the following case study about the children’s party market * The children’s party market is no jelly and trifling matter. “It’s a huge industry,” Tim Jenkins writes after his interview with Amanda Frolich from Amanda’s Action Kids. According to Frolich, “People spend an absolute fortune on their children’s birthday parties and fortunately the recession hasn’t affected our business.” Like Paul Lindley, founder of Ella’s Kitchen, who used his parenting experience to launch a successful start-up, the party business with low barriers-toentry sees numerous parent small business concepts. Michelle Hill incorporated her own party business called The Land of Make-Believe after spending hours creating props, themed food, and thinking up games suitable for her five-year-old son’s shared birthday party. This birthday spectacular experience helped her identify a clear gap in the market. According to Tim Jenkins, a modest £50 party spend per UK child equates to an annual £35 million for a single school-year group. With £250 not untypical for an outsourced party service, it is easy to value the industry in the hundreds of millions. The Land of Make-Believe party concepts include themes for cheerleaders, pirates, and fairies; cowboys and Indians; witches and wizards; Fairy Godmother, Teddy Bear picnic, glamor, and Grease the musical with Pink Ladies and T-Birds. Party concepts that tend to appeal more to boys, perhaps relying less on dressing up and dancing, include club energy sports, go-karting, football, army games, reptiles and pets, and fire engine–themed parties. Leisure venues also offer some stiff competition with swimming pool visits, laser quest, bowling, cinema, and restaurant visits also popular. Business Model Essentials Successful party concepts need a certain “wow” factor that is popular with the children, but also satisfies parents’ social needs too. Thus, it is important to also consider appropriate services for parents. Maslow’s hierarchy of needs framework perhaps offers some useful cues: shelter, comfort, psychological self-actualization—be that social linger space, self-service hot beverages, a glass of wine, or a latte bar. Party providers need to balance novelty with tried and tested formulas, perhaps offering evolving theme linkages that might anticipate new film releases, particularly sequels. They look to reduce parental hassle with branded off-the-shelf invitation cards and party bags that appeal particularly to cash-rich, often time-poor, parents. Entrepreneur.com neatly summarizes the party service offering: “You’ll plan the theme, provide costumes (unless guests arrive wearing their own), décor, food, favors and other assorted goodies, entertainment, and clean up afterward so parents can enjoy the festivities instead of running themselves ragged.” The business model usually has relatively low start-up costs—a website and a telephone number will generally suffice. Wardrobe, props, and base supplies are not insignificant items and should be carefully considered in financial planning. There is some wide variation in the complexity of offerings in the sector from a light touch and self-contained entertainer magician or comedian whose equipment might be limited to a costume, a music system, and some props that fit into a large suitcase or two to the full-service party-planning-solution provider offering a venue, full catering, the all-important candle-covered cake, decorations, and party bags. Three core components are required for a successful party operation, namely venue, catering, and entertainment. Fixed costs can be kept low, but are dependent on avoiding the purchase of a specialized vehicle and/or long-term premises by using a client-arranged venue. Children’s party planning is clearly not a job for someone craving regular Monday through Friday, 9 a.m. to 5 p.m. hours. The ability to successfully interact with children and their parents, balancing controlled fun and calm authoritativeness, is particularly important but often rather taken for granted. Marketing Communication Angles A reputation for running successful parties is crucial to stimulate positive word-of-mouth referrals via parental social networks, accentuated by frequent contact at school pick-ups and drop-offs, but also on social media, and in particular parenting website communities such as mumsnet.com, which offers local listings, discussion boards, and advice-based content. In addition to successfully hosting enjoyable parties, which should drive positive referrals, a number of low-cost marketing activities can be implemented to help generate future bookings such as - Arranging to share a business card or small colour flyer via the party bag that is often given to departing guests. Posting flyers at local clubs and church halls. Advertising in directories (telephone and web). Donating a free party to a school/community charity auction. Writing advertorial content accompanied by strong images in the local press (note parental permission and ethical issues around publishing photos of children). Creating a website and social media presence on key sites. Performing at community group/school events. Printing car stickers to build brand awareness and share web and telephone contacts. Rugged Earth Adventures One ex-army officer’s start-up inspiration led to a birthday party business centered on a military outdoor adventure theme. Having experimented with a number of temporary locations, the business finally settled on a large piece of underutilized agricultural land that comprises a mix of scrub land, combined with lines of commercially unsuccessful shrubs and trees. The customer segment that this business proposition appeals to is mostly parents of boys—approximately 75 percent of participants are male, aged between 6 and 10 years. The children participate in a two-hour party that sees them run around outside in a natural environment. Issued with a foam bullet Nerf gun and protective glasses, participants are initially put into two teams, jungle versus desert, utilizing authentic British army terminology. A second game, the less frenetic snipers-and-seekers, is a form of hide-and-seek using realistic camouflage costumes. Then the young people are carefully instructed on how to thoroughly cook their own sausage, which is served as a hot dog, and the party concludes with toasted marshmallows. During one of the well-timed rest periods, a picnic basket is offered to the participants around the campfire with a variety of foods—an array that is low in chocolate and big on fruit and vegetables, which is appealing to parents, but it also includes less healthy but popular cupcakes and crisps. With overprotective parents, toy guns that fire projectiles, and an open fire, the safety briefing is taken very seriously and uses a highly authoritative army style. Children are regularly reminded about safe behavior requirements around the fire pit, particularly when wearing flammable costumes. Compliant use of safety glasses is paramount, with regular and direct reinforcement of the safety rules taking place. Hosting and supervising parents are made to feel at ease, provided with access to self-service hot and cold drinks and a place to perch. An informal satisfaction polling takes place just prior to the end around the campfire; positive responses are anticipated, thanks to a fairly simple formula that is well executed. The opportunity afforded to parents to relax while watching a group of children enjoy a totally stress-free afternoon is actually quite enjoyable. The business income comes predominantly from weekend parties, with the current site offering a capacity of three or possibly four parties per day. Each party can entertain 10 to 24 young people and costs between £120 and £295 (£12 to £20/child, excluding cake and party bags, which are £5 per child extra). Activity days, attractive for dual working parents, are also offered during the Easter and summer school holidays, priced at £26 to £34 per day. The revenue generated covers operating costs after a very short operational period. Case study from Hatten, Timothy S.. Small Business Management (p. 305). SAGE Publications. Please prepare and answer the following questions about this case study: 1) 2) 3) 4) Currently the business strategy is to run one location. What might be the advantages and disadvantages of adopting this strategy to multiple sites? Is the cost and effort of legally protecting the company’s intellectual property a worthwhile investment? Given the existing facilities and staff capabilities can you identify additional product/ service offerings? Critically assess the proposed low-cost marketing activities for enhancing the generation of the future bookings and the brand awareness of this small business 5) Would you invest in a business like this? Provide reasoning 6) What additional revenue and market opportunities might the business investigate? Your analysis and answers should be through and include concepts, theories and methodologies studied in class *Hatten, Timothy S.. Small Business Management, 2018 Formalities: • • • • Wordcount: 2500 words max Font: Arial 12,5 pts. Text alignment: Justified. The in-text References and the Bibliography have to be in Harvard’s citation style.
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Explanation & Answer

Assignment Complete.

Management

SMALL BUSINESS MANAGEMENT

Name

Course Title and Section
Instructor’s Name
University
City, State
Date

1

Management

2

Small Business Management
Currently, the business strategy is to run one location. What might be the
advantages and disadvantages of adopting this strategy to multiple sites?
Overview
Presently, the business strategy is to run one location, a large piece of
underexploited agricultural land (Hatten, T. 2018, 305). Before adopting this strategy
to multiple sites, the business needs to establish a strategy based on its capacity to
meet the demands of different clients who have varying interests and needs. If the
business chooses to run one location on multiple sites and plans to continue
providing full-on activities, it may encounter some difficulties. Because the business
is relatively new and has not fully dominated the birthday party industry, business
growth is expected to remain at a low level for a while, and expanding to multiple
sites can affect the growth and revenue process. Before running one location in
multiple sites, the business needs to focus on female participants and acquire
financial strength, which will facilitate expansion in new locations.
Advantages of Running One Business Location in Multiple Sites
With a single business site, should the site become unavailable due to
disasters such as major floods or earthquakes, the business may not be able to run
its day-to-day operations. With multiple sites, the business can continue offering
birthday party entertainment services. Additionally, the multiple sites could continue

Management

3

providing these services with the addition of overtime to cover money lost from the
affected site. Running one location in multiple sites can increase the business’s
popularity, lower transport costs, and is more convenient for customers because
they do not have to travel to the business’ single site to access the services
provided. Moreover, having multiple business sites can offer saving opportunities for
the business because labor can be cheaper in secondary locations, which results in
cheaper variable costs.
Disadvantages of Running One Business Location in Multiple Sites
Operating costs are one of the most critical factors that must be considered.
All sites will require duplicate services and personnel, such as receptionists, and the
business may not be able to cover costs that come with duplication of activities.
Communication across the business can become more challenging with multiple
locations, and the business can potentially lack direction and control. Different legal
systems and cultural standards in different countries can further affect the smooth
running of the business in different sites. These differences can also increase
strategic risk – the risk that the business does not adequately understand the new
markets it is entering, which can materially impact the business’s achievement of its
main goals (Allan, N & Godfrey, P. 2007, 137).
Is the cost and effort of legally protecting the company’s intellectual property
a worthwhile investment?

Management

4

The cost and effort of protecting the company’s intellectual property (IP) is a
worthwhile investment. Protecting the company’s IP is an investment that will foster
innovation because, without the protection of inventions, the business owner and the
businesses at large cannot reap the full benefits of ideas and inventions. In the
business community, patent infringement, copyright piracy, and trademark
counte...


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