Give me 3 motives for starting a new Business Motives of an Entrepreneur To exploit a gap in the market To be their own boss and make their own decisions Turn a hobby or passion into a business venture Boys v Girls 3 Sources of Business Ideas 3 Protecting Business Ideas Observation Patent Ideas from hobbies/ interests Trademark Market Trends Copyright Connectives Use the two connective words to develop your answer and show good analysis Examiners Tip To write a level 2 to 5 answer, you need to demonstrate the skill of analysis and application. You aim is to work towards showing good application and good analysis. Throughout the day we will provide you with some tips and advice of how to show this in the exam. Tip 1: Write a chunky paragraph, that uses connectives to build a chain of argument (analysis) that is firmly routed in the case study. (application) = write answers that make the connections + write chunky paragraphs By building a logical argument using connectives which in turn… therefore… this might mean… A consequence of this might be … this is because on the other hand… Here’s an example of how to start building a chain of argument using connectives Effects In addition to this, focusing on a niche market makes it easier for a business to target their marketing Explain therefore because makes it easier for the business to develop marketing campaigns that appeal directly to that target market , increasing the chances of the campaign reaching the target audience. the business is only focusing on a small group of customers within a much larger segment. This Analyse the benefits of Rob protecting Trunki’s products and brand name (Developing application and analysis) Effects and Relate Explain and Relate A benefit of Rob protecting his products and brand name is that it prevents other manufacturers from producing the same design. This means that no other business can produce a . similar product (as was seen with the Chinese manufacturer) perhaps for cheaper than the Trunki. This will mean that Rob can market his product as unique and perhaps charge a premium price for the product because it is the only one of its kind in the market place. Explain one reason why turning potatoes into vodka might be an effective way of adding value? (4 marks) Once reason why turning potatoes into vodka is an effective way to add value is because it takes a very low cost resource and transforms it into a much more valuable and unique product that can sell for up to £32 Examiners Tip To achieve GOOD application, you need to use the evidence in the case study to SUPPORT your arguments Exam-style question To what extent do you think that Louis’ Business Planning will help contribute to the success of Chokolit? 15 marks Examiners Tip To keep your answer structured and focused, aim to use the key words in the question at the start of each paragraph We will be looking at this technique next! Definition of Business Plan A business plan is a document that enables a business to plan for the future. It usually contains the businesses objectives and potential problems and opportunities One reason why business planning will help contribute to the success of Chokolit is that it encouraged Louis to carry out extensive primary and secondary research allowing him to discover that there was a gap in the market therefore by targeting this gap in the market his business is more likely to be successful Another reason why business planning will help contribute to the success of Chokolit is that it enabled Louis to secure finance from his local authority as it would have shown the viability of the business. This finance will be necessary to help his business become successful. However, one reason why One reason is that the success of his business will why business planning may not also depend on the skills of Louis. For contribute to the success of Chokolit example, the business plan only shows the viability of the idea. The success of the business will be largely down to how Louis runs it. Another reason why business planning may not contribute to the success of Chokolit is the market that Louis operates in is fiercely competitive and Louis cannot predict with 100% certainty of his competitors reactions Overall, I feel that business planning will to a large extent contribute to the success of the business because, without planning, Louis wouldn’t have identified the gap in the market which he has targeted very successfully, giving him a competitive advantage enabling his business to be successful. However, it cant guarantee the success of the business as this will also depend on Louis’ skills as an entrepreneur A business has fixed costs of £50,000 a year, variable costs of £5 and a selling price of £12. How £7,143 many units need to be sold to break-even? A business sells its products for £3.50. The cost of making the product is £1.25. What is the % 180% added value? A business needs to sell 5,000 products to £7,500 per unit is £1.50 break-even. The contribution How much are the fixed costs? State 3 problems in setting budgets Often based on forecasts meaning they can often be inaccurate 1 Budgets that are too stringent can work against the business 2 Small businesses often lack the experience necessary to set research and set budgets 3 What’s the connection? Price Break-Even If a business increases the price of its products then this will increase contribution. Increasing contribution means that fewer products need to be sold in order to break-even with therefore reduces the break-even point Examiners Tip Always show your working out when completing calculations. It maybe that you only got part of the calculation wrong. Therefore some marks can still be awarded State 3 ways in which Marc can reduce the break-even point of the Poole location and explain which is the best method and why? State 3 ways of reducing the breakeven point Increase the selling price of each Flyboard experience therefore increasing contribution per experience 1 Reduce the variable costs of each Flyboard experience therefore increasing contribution per experience 2 Reduce Flyboards fixed costs therefore meaning few experiences need to be sold in order to cover them 3 Overall the best way to break-even is... I think that the best way for Marc to reduce his break-even point is to increase the price of each Flyboard experience. This is because the experience is very unique so people may be willing to pay extra. In addition, they were one of the first businesses to introduce Flyboarding into the UK so they may be seen as the leader in the Flyboard experience market, again, allowing them to increase price. Examiners Tip In questions like this, try to pick out what you believe is the most significant reason and then justify why you think this is the most significant Due to rising costs, Marc believes that next year his variable cost may increase by 4 %. Calculate the change in break-even if this rise occurs 6 marks Fixed Costs are £60,000 per year Selling price is £445 Variable costs are £125 With a 4% increase VC would be: £130 Break-even would therefore increase to: £60,000 = 191 (445-130) To what extent do you agree that Lee’s cash flow forecast will contribute to the overall success of BMX Box? (1) Lee was able to see that in his first year he would have a huge deficit, the therefore opted to rent rather than buy thus giving him a better cash flow (2) Would show Lee where there would be short falls in cash given the seasonal nature of the business allowing better planning (3)Will help show the viability of the business should Lee require any extra funding Boys – arguments for (1) The rel (1) The reliability of the sales data could be questioned as Lee only used a very small sample size. In addition, the sample could also be biased as they were his sons friends (2) The reliability of his costs could also be questioned as they were gathered from a secondary source, the website, bikebiz.com (3) Lee used to be a welder and therefore probably has no experience of cash flow forecasting Girls arguments against Lots of practice of answering Buss 1 questions will be key to your success. Have a go at these questions as part of your revision State 4 ways in which a market can be segmented Gender 1 Age 2 Hobbies and Interests 3 Religion 4 Analyse the benefits of the Mammoth Supply Company targeting a specific market segment (10 marks) Have a go at planning your answer to this question using the template on pg 16 One benefit of the Mammoth Supply Company targeting a specific market segment is the market research that they carried out showed them that men stopped eating diet food after the age of 30 and that there was a gap in this market. This is a benefit to them because by targeting this gap they can therefore benefit from first-mover advantage and develop brand loyalty for the products that they are offering. Another benefit of the Mammoth Supply Company targeting a specific market segment is that by targeting a specific group of people, they can design food that specifically meets their target market. For example, their rum and cola ice cream was created specifically for their target market. This is a benefit to them because by developing food that meets the needs of their target group it is more likely to sell as they would prove more popular with their customer base. Examiners Tip Again, we can see from the previous example that using the key words in the question can lead to a much more focused and structured answer Marketing Maths Calculate The UK lunchtime market value for 2010 Solution In 2011 the market was worth £15 billion. An increase of 3.3% from 2010 3.3/ 100 = 0.033 0.033 x £15bn = £0.495 bn £15bn - £0.495 bn £14.505 billion Marketing Maths Calculate In 2011 the UK lunchtime market (value) was worth £15 billion. In 2012 this is forecast to increase to £15.6 billion. Calculate the % increase in market value Solution (New Value – Original Value) / Original Value x 100 (£15.6 bn - £15 bn) / £15bn x 100 4% Explain one limitation of the market research that Vincent carried out before setting up Tossed (4 marks) Explain one limitation of the market research that Vincent carried out before setting up Tossed One limitation of the market research carried out was that the majority of it was carried out in America. The American market may have completely different needs and wants when compared to the UK market meaning that the research that Vincent carried out could be flawed 1 Exam-style question Evaluate the main factors that might influence the demand for Tossed (15 marks) Definition of Demand Demand is the ability and willingness to buy a product or service at a certain price One factor that might influence the demand for Tossed is the quality of the food. Research has indicated that few people were willing to sacrifice the taste of their food for the sake of health eating therefore the quality will influence demand Another factor that might influence the demand for Tossed is the speed and quality of the service. Research also suggested that customers wanted a quick eating out option. This is crucial given that Tossed gets most of its business from the lunchtime trade A third factor that might influence the demand for Tossed is the level of competition within the market. Tossed operate in a highly competitive market with 100’s of other outlets competing for business Overall, I feel that the key factor influencing demand is is the quality of the food. Research shows that although people want food that is quick, cheap and easy to eat, people weren’t prepared to compromise on the quality. Examiners Tip Make sure you only answer the question you are asked In the previous example, it is tempting to explain the downsides of using venture capital even though the question doesn’t ask that!! Only answer what you are asked!! Exam-style question Sarah decided to purchase a Sharkey’s Hair Cut for Kids franchise rather that set up her own sole trader business. To what extent do you agree with her decision? (15 marks) Definition of a Franchise A franchise is where an already existing business sells the right for another individual to sell their products and services using their brand name Examiners Tip In a question where two key terms are presented you only need to define one You will receive no more knowledge marks for defining two and it will just waste valuable time in the exam One reason why I think Sarah made the right decision to purchase the franchise is Another reason why I think Sarah made the right decision to purchase the franchise is However, a reason why I think Sarah should have set up as a sole trader Another reason why I think Sarah should have set up a sole trader business is there is less risk of the business failing. This is because the business has an existing brand name which has high customer awareness and Sarah will not be trying to build a brand from scratch. that she will receive training and support from Sharkeys in the form of store set-up, a grand opening and an on-going marketing campaign. This again will increase her chances of success. as she will have more control of the key decisions as a sole trader. As a franchisee she needs to follow the rules and regulations that have been set by the franchisor as a sole trader she gets to keep 100% of the profit whereas working as a franchisee she will need to give Sharkeys a royalty payment. As her need for support reduces in the future she may resent this. Overall, I feel that Sarah made the correct decision because Sarah stated that she wanted to benefit from the existing support network of franchisees as well as benefitting from the existing brand and marketing activities. Although setting up as a sole trader may have offered her more responsibility, it seems as though the most significant factor to Sarah was having advice, guidance and support. Examiners Tip You can apply this structure to other 15 mark questions – “Practice makes perfect” Q.1 How long is the Buss 1 exam? a) 75 mins b) 90 mins C) 60 mins Q.2 What is the total mark allocation for Buss ? a) 80 marks b) 60 marks C) 90 marks Q3 What is the weighting of Buss 1 as part of the AS qualification? a) 40% of AS b) 50% of AS What is the Question? Question: Explain one reason why Lee from the BMX BOX carried out primary research Answer : One reason was that he was inexperienced and therefore it would have been necessary for him to have found out about what customers’ needs were so that he could supply the products they wanted Remember this question and answer in Session 2? Rewrite this answer to turn it from reasonable to good One limitation of the research that Lee carried out is that he carried out some secondary research. The secondary research he carried out was obtaining cost information from a bike website. This may have been limited as the information would not be specific to Lee’s shop as his shop only sells BMX’s. Also, the bike website wouldn’t know the specific costs of setting up a business in Sunderland where the shop is based. What’s the connection? An overdraft may be At Christmas when demand for BMX’s is likely to increase. • Different students provided with different ‘what’s the A large amount of Lee’sconnections’ money will be needed to enable Lee to buy new stock especially tied up in stock meaning that • Different students Analyse two benefits toprovided the BMX Box of arranging a £10,000 with connections thatoverdraft are closer or further apart Lee(clustering) needs to Customers expect to carry high levels of stock in order • satisfy Weaker students provided to demand because with a ‘middle’ connection to help bridge the gap be able to go into BMX Box and buy what they need on the same day therefore This means that Vincent would need to sell less food and drink to cover his fixed costs. What’s the connection? Reducing his variable costs • Different students provided would increase the with different ‘what’s the contribution of his food connections’ and drinks. • Different Analyse twostudents ways inprovided which Vincent from Tossed could with connections reducethat his are breakeven pointPurchasing cheaper ingredients would closer or further apart therefore reduce his One way Vincent (clustering) variable costs. could reduce his break even point is by • Weaker purchasing students cheaper ingredients. provided with a ‘middle’ connection to help bridge the gap Evaluation Look at the To students achieve top marks, you need response, is it to demonstrate reasonable or good GOOD evaluation evaluation. Evaluate when? Re- read the question and add an E sentence at the end of each paragraph. Show judgement and weigh up the factors – most important, significant relevant and say because.. and relate to case