Entrepreneurship

Chapter One: The Nature Of

Entrepreneurship

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 Outline
• After completing this chapter, students will be able to:
 Define the term entrepreneurship and entrepreneur
 Identify types of entrepreneur
 Recognize the role of entrepreneurship in the economy
 Analyze the entrepreneurial competences
 Understand creativity and innovation

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 Introduction and Historical Origin of Entrepreneurship

• Its origin from a French word, entreprender, where an entrepreneur was an

individual commissioned to undertake a particular commercial project.
• During the ancient period the word entrepreneur was used to refer to a
person managing large commercial projects through the resources provided
to him.
• In the 17th Century a person who has signed a contractual agreement with
the government to provide stipulated products or to perform service was
considered as entrepreneur.
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• In the 18th Century the first theory of entrepreneur has been developed by
Richard Cantillon. He said that an entrepreneur is a risk taker.
 For example, the merchants buy products at a known price and sell it at unknown price
and this shows that they are operating at risk.
• In the late 19th and early 20th Century an entrepreneur was viewed from
economic perspectives.
 The entrepreneur organizes and operates an enterprise for personal gain. In the middle
of the 20th Century the notion of an entrepreneur as an inventor as established.
• From the historical development it is possible to understand the fact that the
perception of the word entrepreneur was evolved from managing
commercial project to the application of innovation (creativity) in the
business idea.

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 What is entrepreneurship?
Definitions of Entrepreneurship and Entrepreneur Who is an entrepreneur?

• Entrepreneurship is the processes through which individuals become aware

of business ownership then develop ideas for, and initiate a business.
• Entrepreneurship can also be defined as the process of creating something
different and better with value by devoting the necessary time and effort by
assuming the accompanying financial, psychic and social risks and receiving
the resulting monetary reward and personal satisfaction.
• Entrepreneurship is a practice and a process that results in creativity,
innovation and enterprise development and growth.
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• Engaging in entrepreneurship shifts people from being “job
seekers” to “job creators”, which is critical in countries that have
high levels of unemployment.
• In general, the process of entrepreneurship includes five critical
elements. These are:
1. The ability to perceive an opportunity.
2. The ability to commercialize the perceived opportunity i.e., innovation
3. The ability to pursue it on a sustainable basis.
4. The ability to pursue it through systematic means.
5. The acceptance of risk or failure.
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• Based on the above concepts of entrepreneurship, an entrepreneur can be
defined as follows:
• An entrepreneur is an individual who:
 has the ability to identify and pursue a business opportunity;
 undertakes a business venture;
 raises the capital to finance it;
 gathers the necessary physical, financial and human resources needed to operate
the business venture;
 sets goals for him/herself and others;
 initiates appropriate action to ensure success; and
 assumes all or a major portion of the risk!
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Other definition, views the term entrepreneur from three perspectives; i.e.
from the economist, psychologist and capitalist philosopher’s point of view.
I. To an economist an entrepreneur is one who brings resource, labor, materials, and other
assets into combination that makes their value greater than before.
II. To a psychologist an entrepreneur is a person typically driven by certain forces need to
obtain or attain something, to experiment, to accomplish or perhaps to escape the authority of
others.
III. For the capitalist philosopher an entrepreneur is one who creates wealth for others as well,
who finds better way to utilize resources and reduce waste and who produce job others are
glad to get.
In general, entrepreneur refers to the person and
entrepreneurship defines the process.
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 Types of Entrepreneurs
• Entrepreneurship can take three different forms. They are:
1. The individual entrepreneur: An individual entrepreneur is someone who started;
acquired or franchised his/her own independent organization.
2. Intrapreneur: An Intrapreneur is a person who does entrepreneurial work within large
organization.
3. The Entrepreneurial Organization: The entrepreneurial function need not be embodied
in a physical person. Every social environment has its own way of filling the
entrepreneurial function.
 An organization that creates an internal environment in which all of its members can contribute
in some function to the entrepreneurial function is defined as entrepreneurial organization.

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Role of Entrepreneurs in Economic Development

• Entrepreneurial development is the most important input in the economic

development of any country. Here below we would see how entrepreneurs
contribute for the economic development of once country.
1) Improvement in per capita Income/Wealth Generation: Entrepreneurs play a vital in the
economic development of a region.
2) Generation of Employment Opportunities: By creating a new business enterprise,
entrepreneurs generate employment opportunities for others.
3) Inspire others Towards Entrepreneurship: this process helps in forming a chain
reaction of entrepreneurial activity which directly contributes to the health of the
economy.
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4) Balanced Regional Development: Entrepreneurs help to remove regional
disparities in economic development.
5) Provide Diversity in Firms: Entrepreneurial activity often results into
creation of a variety of firms in a region.
6) Enhance the Number of Enterprise: When new firms are created by
entrepreneurs, the number of enterprises based upon new ideas/ concepts/
products in a region increases.
7) Economic Independence: Entrepreneurship is essential for self-reliance for
a country.
8) Combine Economic factors: Value is created by combing the factors of
production together in a way which satisfies human needs.
9) Provide Market efficiency, Accepting Risk, and Maximize Investor’s Return.
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Entrepreneurial Competence and Environment
Entrepreneurial Mindset

Who Becomes an Entrepreneur?

The Young Professional

The Inventor
The Excluded
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 Qualities of an Entrepreneur

1. Opportunity-seeking: An opportunity is a favorable set of circumstances

that creates a need for a new product, service or business. An entrepreneur
always seeks out and identifies opportunities. He/she seizes an opportunity
and converts it into a realistic and achievable goal or plan.
2. Persevering: An entrepreneur always makes concerted efforts towards the
successful completion of a goal. An entrepreneur perseveres and is
undeterred by uncertainties, risks, obstacles, or difficulties which could
challenge the achievement of the ultimate goal.
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3) Risk Taking: The best entrepreneurs tend to:- Importance of Risk-taking

 Take a calculated risks & responsibility for their own actions Build self confidence
Create a feeling of leadership
 Gain satisfaction from completing a job well Create strong motivation to
 Not be afraid of public opinion, skepticism complete a job well

4) Demanding for Efficiency and Quality: Being efficient means producing

results with little wasted effort.
 Quality refers to: A characteristic of the product or service that
makes it fit to use. And or The ability of a product or service to meet
a customer’s expectations for that product or service.
Quality plays an important role in this new era of globalization because it confers
certain benefits which include: Reduction of waste, Cost-effectiveness: An increase
in market share, Better profitability, Social responsibility, and Reputation.
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5) Information-seeking: Gathering relevant information is important to ensure
that the entrepreneur makes well informed decisions. Information on the
area of market, supply, operations, finance, legislation, and infrastructure
are important for entrepreneurs.
6) Goal Setting: A Goal - is a general direction, or long-term aim that you
want to accomplish. It is not specific enough to be measured. Where as
Objectives - are specific and measurable. They are concise and specific.
 An entrepreneur must have a goal and an objective which is SMART
Specific :- Great goals are well-defined and focused.
Measurable :- A goal without a measurable outcome is like a sports competition without a scoreboard.
Attainable :- Far too often, entrepreneurs can set goals which are beyond their reach.
Relevant :- Business goals are based on the current conditions and realities of the business climate.
Time-Bound :- it is important to choose a time-frame to accomplish your goal.

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7) Planning: is making a decision about the future in terms of what to do,
when to do, where to do, how to do, by whom to do and using what
resources.
8) Persuasion and Networking:
Persuasion: is a way of convincing someone to get something or make a
decision in your favor by a means of argument, reasoning, or entreaty.
Networking: is an extended group of people with similar interests or
concerns who interact and remain in informal contact for mutual
assistance or support
Factors that Affect Persuasion and Networking are Socio-cultural
background and perceptions, Communication skills (both verbal and
non-verbal) and Negotiation skills
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9) Building Self-confidence: Self-confidence is the state of being certain that a
chosen course of action is the best or most effective given the
circumstances.
 Self-confidence is having confidence in oneself when considering a capability.
 A person with self-confidence may exhibit some of the following
characteristics: Risk-taking, Independent, Perseverance, Able to learn to live
with failure (Admitting mistakes and learning from them), Ability to find
happiness and contentment in work, Doing what you believe to be right. Etc.
10) Demonstrating Leadership: Entrepreneurs inspire, encourage and lead
others to undertake the given duties in time.
 And Entrepreneurs have the ability to Listening Others so, they does not simply
impose his/her idea on others. Rather, he/she listens to other people in their
sphere of influence, analyses their input in line with his/her own thinking and
makes an informed decision.
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 Entrepreneurial Skills
A skill is simply knowledge which is demonstrated by action. An entrepreneur is
someone who has a good business idea and can turn that idea into reality. Turning an
idea into reality calls upon two sorts of skills, these are:
I. General Management Skills: II. People Management Skills:
Strategy Skills Communication Skills
Planning Skills Leadership Skills
Marketing Skills Motivation Skills
Financial Skills Delegation Skills
Project Management Skills Negotiation Skills
Time Management Skills
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• All these different people skills are interrelated. Here entrepreneurial
performance results from a combination of industry knowledge, general
management skills; people skills and personal motivation.

General
Management

Industry Entrepreneurial Personal

Knowledge Performance Motivation

Human Relation
Skill

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 The Entrepreneurial Tasks

i. Owning Organizations: Ownership lies with those who invest in the

business and own its stock.
ii. Founding New Organizations: The task of bringing together the different
elements of the organization (people, property, productive resource, etc.)
and giving them a separate legal entity.
iii. Bringing Innovations to Market: The idea of innovation encompasses any
new way of doing something so that value is created.

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iv. Identification of Market Opportunity: An opportunity is the gap in a
market where the potential exists to do something better and create value.
v. Provision of leadership: It is their expertise in doing this that makes
entrepreneurs valuable to investors.
vi. Application of Expertise: Entrepreneurs can rarely drive their innovation
to market on their own.
 They need the support of other people both from their organizations and from people
outside.
vii. The entrepreneur as manager: At the end of the day the entrepreneur is a
manager.

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 Wealth of the Entrepreneur

• No entrepreneur works in a vacuum. The venture they create touches the

lives of many other people.
• Who Benefits from the entrepreneur’s Wealth?
• Peoples who have a part to play in the entrepreneurial venture generally are
called stakeholder.
• The stakeholder groups are; employees, investor, supplier, customer, the local
community and government.
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 Let us look at the benefits of each stakeholder.

A. Employees B. Investors:
• They contribute physical and mental • These are the peoples who provide the
labor to the business. Therefore, they are entrepreneur with the necessary money
rewarded with: to start the venture and keep it running.
 Money – their wage or salary • There are two main sorts of investors:
 The possibility of owning a part of the  Stockholders are those who buy the stock
firm through share schemes. of the company and are true owners of
 A stage of which they can develop social the firm.
relationships.  Lenders, on the other hand, are people
 The possibility of personal development. who offer money to the venture on the
basis of it being a loan.

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C. Supplier and Customer D. Government and local community
• Suppliers are the individuals and • The responsibility of government is to
organizations who provide the business ensure that businesses can operate in an
with the materials, productive assets and environment which has political and
information it needs to produce its economic stability.
output.  Therefore, government should be rewarded
 They are paid for providing these for its services. Hence, government taxes
inputs. individuals and businesses.
• Customers may need to make an • Business has physical locations. The way they
investment in using a particular supplier. operate may affect the people who live and
other businesses which operate nearby.
 The entrepreneur may reward
customers by offering quality products, • A business has a number of responsibilities
fair prices, regular and consistency of to the society like Corporate Social
supply, loan arrangement etc. Responsibility and Business Ethics.

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 Entrepreneurship and Environment

• Business environment refers to the factors external to a business enterprise

which influence its operations and determine its effectiveness.
Environment

Healthy business environment means the conditions are

Business

favorable to the growth of business

Unhealthy business environment implies conditions hostile

or unfavorable to business operations.
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The most successful entrepreneur is one who not only adjusts to the environment
but also modifies the environment to suit his requirements through the direct and
indirect influences he can exercise over the system.
A study of business environment offers the following benefits:
1. It provides information about environment which is essential for successful
operation of business firms.
2. It opens up fresh avenues for the expansion of new entrepreneurial operations.
3. Knowledge about changing environment enables businessmen to adopt a
dynamic approach and maintain harmony of business operations with the
environment.
4. By studying the environment entrepreneurs can make it hospitable to the growth
of business and thereby earn popular support.
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 Phases of Business Environment: External Environment
I) Economic Environment II) Legal Environment
• Economic environment is of multidimensional • Business must function within the framework
nature. It consists of of legal structure.
 The structure of the economy, • Therefore, an adequate knowledge of laws
and rules is necessary for efficient managerial
 The industrial, agricultural, trade and transport
performance.
policies of the country,
 The growth and pattern of national income and • There are several business laws in our country.
its distribution,
A working knowledge of these laws is very
helpful for the entrepreneur.
 The conditions prevailing in industrial,
agricultural and other sectors,
• An entrepreneur should: Read the books that
enlighten on the legal side of business,
 The position relating to balance of trade and Consult government agencies concerned with
balance of payments, and the implementation of business laws and
 Other miscellaneous conditions of the economy. Retain labor law consultants.
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 External Environment Cont.
D) Socio-Cultural and Demographic
C) Political Environment Environment

• In a democratic country, politics • The variables that are appraised are

cannot be ignored. Managers and values, beliefs, norms, fashions and
entrepreneurs should understand fads of a particular society. It assesses
the working of the political system. the overall population pattern of a
Such understanding and concern given geographical region.
for national problems will help • It includes variables like age profile,
them in the long run in discharging distribution, sex, education profile,
their responsibilities to the income distribution etc.
satisfaction of the public.
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 Phases of Business Environment: Internal Environment

A) Raw Material: It assesses the C) Finance: It assesses the total

availability of raw material now and in requirements of finance in terms start-up
the near future. If the availability of expenses, fixed expenses and running
raw material is less now or would be expenses. It also indicates the sources of
less in future then the entrepreneur finance that can be approached for
should give a serious thought. funding.
B) Production/Operation: It assesses the D) Human Resource: It assesses the kind
availability of various machineries, of human resources required and its
equipment, tools and techniques that demand and supply in the market. This
would be required for further helps in estimating the cost and
production/operation. level of competition in hiring and
retaining the human resources.
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Generally, The personal backgrounds of the entrepreneurs are
determined mainly by the environment in which they are born and
brought up and work. Some of the environmental factors which hinder
entrepreneurial growth are given below:
 Sudden changes in Government policy.
 Sudden political upsurge.
 Outbreak of war or regional conflicts.
 Political instability or hostile Government attitude towards industry.
 Ideological and social conflicts.
 Unreliable supply of power, materials, finance, labor and other inputs.
 Rise in the cost of inputs.
 Unfavorable market fluctuations.
 Non-cooperative attitude of banks and financial institutions.
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 Creativity is the ability to come up with new
Creativity, Innovation and idea and to identify new and different ways of
Entrepreneurship looking at a problem and opportunities.
It is a process of assembling ideas by
recombining elements already known.
Creativity, innovation and
entrepreneurship, have been This definition has several key elements that are
recognized as important contributors worth considering:
to a nation’s economic growth.
 Process: creativity is a process
These three terminologies are
chronologically interrelated and it is  Ideas: creativity results in ideas that have potential
very important to look in to them to value.
get their full picture.  Recombining: the creative process is one of
putting things together in unexpected ways.
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 Steps in the Creative Process
• Creativity is the development of ideas about products, practices, services, or
procedures that are novel and potentially useful to the organization.
• Step1: Opportunity or problem Recognition:
• Step2: Immersion: The individual concentrates on the problem and becomes immersed
in it.
• Step 3: Incubation: The person keeps the assembled information in mind for a while.
• Step 4: Insight: The problem-conquering solution flashes into the person’s mind at an
unexpected time
• Step 5: Verification and Application: The individual sets out to prove that the creative
solution has merit.

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Barriers to Creativity; Be aware that there are numerous barriers to
creativity, including:

 Searching for the one ‘right’  Becoming overly specialized

answer  Avoiding ambiguity
 Focusing on being logical  Fearing looking foolish
 Blindly following the rules  Fearing mistakes and failure
 Constantly being practical  Believing that I'm not creative
 Viewing play as frivolous
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 Link 9 dots in four line game

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 • It is the implementation of new idea at the individual,
group or organizational level. Innovation is a process
of intentional change made to rate value by meeting
Innovation opportunity and seeking advantage.
• There are four distinct types of innovation, these are
as follows:
 Invention - described as the creation of a new
Innovation lies at the heart product, service or process
of the entrepreneurial  Extension - the expansion of a product, service
or process
process and is a means to the  Duplication - defined as replication of an already
exploitation of opportunity. existing product, service or process
 Synthesis - the combination of existing concepts
and factors into a new formulation
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 The Innovation Process Areas of Innovation
 New product: A new product can be developed through new or
existing technology.
 New Services: A service is an act which is offered to undertake a
1. Analytical planning: carefully identifying particular task or solve a particular problem.
the product or service features, design as  New Production Techniques: Innovation can be made in the way in
well as the resources that will be needed. which a product is to be manufactured.
2. Resources organization: obtaining the  New Way of Delivering the Product or Service to the Customer:
required resources, materials, technology, Customer can only use product/service they can access.
human or capital resources  New Operating Practices: Innovation in service delivery must
address customers need and offer them improved benefits.
3. Implementation: applying the resources  New Means of Informing the Customer about the Product: People
in order to accomplish the plans will only use a product or service if they know about it.
4. Commercial application: the provision of  New Means of Managing Relationship within the Organization:
Any organization has a wide variety of communication channels
values to customers, reward employees running through it.
and satisfy the stakeholders.
 New Ways of Managing Relationships between Organizations:
Organizations sit in a complex web of relationships to each other.

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 From Creativity to Entrepreneurship
• Creativity is the ability to develop new ideas and to discover new ways of
looking at problems and opportunities. Innovation is the ability to apply
creative solution to those problems and opportunities in order to enhance
people’s lives or to enrich society.
• Entrepreneurship = creativity + innovation

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 Thank You Very Much

Built your master key to unlock this world!!!

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 Entrepreneurship
Chapter Two: Business
Planning
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 1. Introduction
• Lack of proper opportunity identification and evaluation, idea development
process and business planning are the most often cited reasons for business
failure.

• The outline of this chapter look like

Identify and Evaluate opportunity in the environment,
Generate business idea and Explain the concept of business planning,
Identify components of business plan and Develop business plan.
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 2. Opportunity Identification and Evaluation
• Opportunity recognition corresponds to the principal activities that take place before a
business is formed or structured.

• The opportunity identification and evaluation stage can be divided into five main steps
namely;
I. Getting the idea/scanning the environment,
II. Identifying the opportunity,
III. Developing the opportunity,
IV. Evaluating the opportunity and
V. Evaluating the team.
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 2.1. Scanning the Environment/ Getting the Idea
• Idea is a thought or suggestion about a possible course of action. Whereas,
opportunity is a favorable time or set of circumstances for doing something.
• A business opportunity is a gap left in a market by those who currently serve it. An
opportunity is that an opportunity is the possibility of occupying the market with a
specific innovative product that will satisfy a real need and for which customers are
willing to pay but idea is all about opinion about anything we can have.
• Successful venturing may well rest upon the ability of an individual to recognize or
distinguish an opportunity from an idea. Idea Opportunity
Intention, Suggestion, Impulse, Chance, Opening &
Insight, Concept & Connotation Prospect
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 2.2. Opportunity Identification
• Opportunity identification is ability to see, to discover and exploit opportunities that
others miss. It is the process of seeking out better ways of competing.
• Opportunity identification is a very difficult task, as most opportunities do not just
appear but rather result from an entrepreneur’s alertness to possibilities.
• In developing countries, problems may be changed to business opportunities.

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 2.3 Opportunity Development 2.4. Opportunity Evaluation

• Opportunity development • Opportunity screening and evaluation

:- is the process of combining :- is perhaps the most critical element
resources to pursue a market opportunity of the entrepreneurial process, as it allows

identified. This involves systematic the entrepreneur to assess whether the

research to refine the idea to the most specific product or service has the

promising high potential opportunity that returns needed for the resources

can be transformed into marketable items. required.

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 2.5. Assessment of Entrepreneurial Team

• Regardless of how right the opportunity may seem to be, it will not make a
successful business unless it is developed by a team with strong skills.

• Gartner et al (1999:230) advices that once the opportunity has been

evaluated, the next step is to ask pertinent questions about the people who
would run the company.

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 3. Business Idea Development
• A business idea is a short and precise description of the basic operation of an
intended business.

• There are three types of business ideas. They are:

1. Old Idea – Here an individual copies an existing business idea from someone.
2. Old Idea with Modification – In this case the person accepts an old idea from
someone and then modifies it in some way to fit a potential customer’s demand.
3. A New Idea – This one involves the invention of something new for the first
time.
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 4. Business Idea Identification
• All business ideas are not equally worth. Therefore, to identify promising business idea
among others, it is important to answer raised questions below.
• Your business idea will tell you:
 What kind of customers will you attract?
 What good or service will your business sell?
 Who will your business sell to?
 How is your business going to sell its goods or services?
 How much will your business depend upon and impact the environment?
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 4.1 The Need will Your
Business Fulfill for the
Customers
• Your business idea should always
have customers and their needs in
mind.

• It might be a good idea to start a day

care center in the commercial area as
many other parents may have the
same need. Etc.
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 Refer to the Cases of Janet and Lily Narrated in this Chapter:

• Janet produced sunflower oil without knowing: • Since Lily did her market research, she knows
 Is there a need for oil? Who needs it? Why that pre-teens and teenage girls in her area
do they need sunflower oil and not another have limited choice and access to clothing
type of cooking oil? specifically designed for their age group.
• She, therefore, had no idea how big the demand
• What they wear is either designed for younger
for sunflower oil would be. Consequently, she
children or for adults. Lily aims to fill the need
could not find customers as the need had been
by producing fashionable clothes that are
fulfilled by the time she was able to supply her
suitable for their age group.
good.

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4.2. Good or Service will your Janet grew sunflowers and produced
Business Sell sunflower oil without having any prior
knowledge and experience. She was not
• A good is an item that people pay aware of the challenges of the business, such
as the toxics from fertilizers or the long
for and use. processing time. Janet had no advantage that
she could use in her sunflower business.
• It may be something you make
Lily had significant experience in
yourself or it may be something making clothes. She knew about
you buy to resell. sewing. However, she had no
experience designing clothes, so she
• A service is something you do for tested her competency by making
some designs and showing them to
people that they then pay you for. the clothing store owners.
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 4.3 Identifies Potential
Customer
Janet had no idea who the end
customers of her sunflower oil might be.
Any business cannot succeed without She just focused on producing the oil and
customers. Therefore, it is essential that you
thought that the shops will buy it from
her. Therefore, she did not know how big
know who your customers will be. the need was for her good.

Lily knew that her customers will be

teenage girls in her area. She researched
the market by observing the clothes
shops and the target customers to make
sure that there was a real need that she
could fulfill.
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 4.4. Strategy for Selling Goods or Services

• Janet did not plan how to sell her • From the beginning, Lily decided to sell

her goods through clothes shops. She

product. When she made the oil, she
talked to the owners of these shops even
just went around and tried to sell to
before she started her business, to make

retail shops. sure they would sell her goods.

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 4.5 Relation between Business and Environment
• Your business can only be sustainable in the long run if it
works in harmony with the social and natural environment.

 How much does your business depend on the

environment?

 Does it rely on the weather, soil or other natural resources?

 Does it need any specific type of labor from the local

community?

 Does it need the local community to support it? etc.

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 5. Methods for Generating Business Ideas
• Every business idea should be based on knowledge of the market and its needs. The market
refers to people who might want to buy a good or service; i.e., the customers.

• The market differs from place to place, depending on who lives in the area, how they live
and for what goods or services they spend their money.

• When generating business ideas, it is best to try to keep your mind open to everything. Your
first goal is to think of as many ideas as possible and make a list of all the possible business
opportunities. Below, we will examine a few different approaches to generating business
ideas.
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 5.1. Learn from successful business owners

• You can learn a lot from people in your area who have already gone through the
process of establishing a business. We need to ask them:
What kind of idea did these businesses start with?
Where did the ideas come from?
How did they develop their ideas into successful businesses?
How does the business profit and fit into the local environment?
Where did they get the money to start their business?
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 5.2. Draw From Experience
5.2.1. Your own Experience 5.2.2. Other People’s Experience
• Look at the list of your interests, your • It is important to understand the
experiences and your networks. Start experience of people around you.
with yourself. • Here are some examples of comments that
would help with your search for a business idea:
• What has your experience been as a
customer in the market place?  “There is not enough entertainment in this
town and the weekends are so boring.”
• Have you ever searched all day for
some items that you could not find in  “I really need to buy some marketing
any store in your area? textbooks, but there are no good
bookstore.”
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 5.3. Survey Your Local Business Area
• Another way of discovering business ideas is to look around your local
community.
• Find out what type of businesses are already operating in your area
and see if you can identify any gaps in the market.
• If you live in a village or small town, you may be able to identify all the
fields of business in the whole town. Otherwise, you may need to
focus on the preferred business fields and business types that you
identified. This is an activity that will be much easier to do with a
business partner or friend. Visit the closest industrial area, markets and
shopping centers in your area.
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 5.4. Scanning Your A. Natural Resources
Environment include materials
from soil,
For example, think about: agriculture, forest,
mineral, water, etc.
Natural resources
Skills of people in
the local community B. Skill of Local
Import substitution Community
Waste products the people in your
Publications area have some
Trade fairs and special characteristics
or skills that could be
exhibitions. useful for a business.
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C. Waste Products
F. Trade Fairs &
 Man-made waste has a
Exhibitions
detrimental effect on the
 Organizations
environment.
hold trade fairs
 In most cases, companies are
for different
keen to work with
goods or services.
entrepreneurs who can turn
 Attending these
their waste products into
fairs may give you
valuable and marketable items.
exposure to a
D. Import E. Publications number of new
 Can you think of  Publications from the internet business ideas
anything that is and other printed material may that you had not
imported that might help you find ideas. Newspapers previously
are a great source of ideas. considered.
be made locally?
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 5.5. Brainstorming
• Brainstorming means opening up your mind and thinking about many different
ideas. You start with a word or a topic and then write down everything that
comes to mind relating to that subject.

• Brainstorming works best in a group.

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 Let’s take the example of cotton T-shirts
5.6. Structured
Brainstorming

Structured brainstorming; is
when you think of the
different processes that are
involved in the operation of
a particular business and
the goods/services that can
be offered with respect to
those processes.
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 5.7. Focus Group 5.8. Problem Inventory Analysis

• Focus group is a group of • It is similar to focus group to

individuals providing information generate new product ideas.
on a structured format which is led • The difference is rather than
by moderators and useful for both generating new idea themselves,
getting new idea on existing product consumers are provided with a list
or screening ideas. of problems in general product
category.
• It is a method of obtaining “New
Idea” and solutions by focusing on
problems.
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 5.9. Free Association 5.10. Forced Relationships

• One of the simplest methods that • As the name implies- is the process of
entrepreneurs can use to generate forcing relationships among some
new ideas is free association. product combinations.
• This technique is particularly • It is a technique that asks questions
helpful in developing an entirely about objects or ideas in an effort to
new slant to a problem. develop a new idea.
Attribute listing is an idea-finding technique that
5.11. Attribute has the entrepreneur list the attributes of an item
Listing or problem and then look at each from a variety of
viewpoints.
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 6. Business Idea • To screen the business idea
Screening generated, three approaches are
discussed as follow:
Idea screening is the Macro screening:
process to spot good Micro Screening:
ideas and eliminate Scoring the Suitability of
Business Idea:
poor one.

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 7. Concept of Business Plan

• Planning is the first and the most crucial step for starting a business.
• A business plan is a road map for starting and running a business.
• It provides information to all concerned people like the venture capitalist and
other financial institutions, the investors, the employees.

• It provides information about the various functional requirements

(marketing, finance, operations and human resources) for running a business.

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The objectives of a business plan are to:
 Give directions to the vision formulated by entrepreneur.
 Objectively evaluate the prospects of business.
 Monitor the progress after implementing the plan.
 Seek loans from financial institutions.
 Guide the entrepreneur in the actual implementation of the plan.
 To make SWOT Analysis
 Identify the resources that would be required to implement the plan.
 Document future prospects and projected growths of the business venture.
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 8. Developing a Business Plan
8.1. Business Planning
Process
• The various steps involved in business planning process are discussed here
below:
1. Preliminary Investigation.
2. Opportunity Identification and Idea Generation.
3. Environmental Scanning.
4. Feasibility Analysis.
5. Report Preparation.
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 8.2. Components of Business Plan
• Cover Sheet: It mentions the name of the project, address of the
headquarters (if any) and name and address of the promoters.
• Executive Summary: It should briefly describe the company; mention some
financial figures and some salient features of the project.
• The Business: This will give details about the business concept.
• Funding Requirement: Since the investors and financial institutions are
one of the key bodies examining the business plan report and it is one of the
primary objectives of preparing the business plan report, a careful, well-
planned funding requirement should be documented.

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• The Product or Services: It includes the key features of the product. It also
gives details about the patents, trademarks, copyrights, franchises, and licensing
agreements.
• The Plan:
• Marketing Plan: Marketing mix strategies are to be drawn, based on the
market research.
• Operational Plan: The operational plan would give information about
o Plant location
o Plan for material requirements, inventory management and quality control.
o Finally, the budget for operational plan is also drawn.
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 • Organizational Plan: The organizational plan indicates the pattern of flow
of responsibilities and duties amongst people in the organization, it
provides details about the manpower plan.
• Financial Plan: The financial plan is usually drawn for two to five years for
an existing company.
• Critical Risks: The investors are interested in knowing the tentative risks to
evaluate the viability of the business and to measure the risks involved in the
business.
• Exit Strategy: The exit strategies would provide details about how the
organization would be dissolved, what would be the share of each stakeholder
in case of winding-up of the organization.
• Appendix: The appendix can provide information about the Curriculum Vitae
of the owners, Ownership Agreement and the like.
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 Entrepreneurship
Chapter Three: Business
Formation
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 1. Introduction
• A business formation deals with the formalization and actual implementation
of business ideas in to practice.
• After completing this chapter, students will be able to:
Explain the Concept of Business and Forms of Business Ownership;
Analyze the Importance/Role of MSEs;
Set Up Small Scale Business;
Distinguish the Failure and Success Factors of MSEs;
Identify the Problems of Small-Scale Business in Ethiopia; and
Develop Organizational Culture.
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 2. The Concept of Small Business Development
• Specifying size and economic standard to define small
business is necessarily arbitrary.
• Based on socio- economic conditions, countries define
small business differently. But all may use size and
economic criteria as a base to define small business.
Size criteria Economic criteria
• Number of employees • Market share, Independence
• Startup capital • Personalized management.
• MSEs cover a wider range of industries and play an
important role in both developed and developing
economies
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 3. Forms of Business

• There are three basic legal forms of business formation with

some variations available depending on the entrepreneurs’ needs.
• The three basic legal forms are: -
1. Proprietorship,
2. Partnership, and
3. Corporation,
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No Legal Forms of Description
Business

1 Proprietorship Form of business with single

owner who has unlimited liability,
controls all decisions, and receives
all profits.
2 Partnership Two or more individuals having
unlimited liability who have
pooled resources to own a
business.
3 Corporation Separate legal entity that is run by
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liability.
• These three basic legal forms of business are compared with regard to;
• Ownership,
• Liability, • Liability; a claim against
• Start-up costs, the assets, or legal
• Continuity, obligation of a person or
• Transferability of interest, organization.
• Capital requirements, • Liabilities are financial
• Management control, obligations of a
• Distribution of profits, and company or individual.
• Attractiveness for raising capital.
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 4. MSEs in Developing Countries
4.1. Definition of MSEs
• Small businesses are playing an important role in the industrial economy
of the world. These are particularly important in the developing
economies. Small business is predominant even in developed countries
such as USA, Japan etc.
• Specifying size and standard to define small business is necessary
because people adopt different standards for different purposes.
• A business may be described as “small” when compared to larger firms,
but “large” when compared to smaller ones.
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There are two approaches to define small business. They are: Size Criteria,
and Economic/control criteria.
1. Size Criteria 2. Economic Criteria
• Size refers to the scale of operation. Some • In addition to size, qualitative
of the criteria used to measure size are: characteristics may be used to differentiate
• Number of employees; small business from other business.
• Volume, and Value of sales turnover,  Market Share,
• Asset size, and Volume of deposits,  Independence,
• Total capital investment,
 Personalized Management,
 Technology, and
• Volume/value of production, and
 Geographical Area of Operation.
• A combination of the stated factors.
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 4.2. Role of MSEs in Developing Countries

1. Large Employment Opportunities: 3. Balanced Regional Development:

MSEs are generally labor-intensive. Generally small enterprises are located
Thus, in a country like Ethiopia where in village and small towns.
capital is scarce and labor is abundant,
4. Equitable Distribution of Wealth
MSEs are especially important.
and Decentralization of Economic
2. Economical Use of Capital: MSEs Power: It removes the drawbacks of
need relatively small amount of capital. capitalism, abnormal profiteering,
Hence it is suitable to a country like concentration of wealth and economic
Ethiopia where capital is deficient. power in the hands of few etc.

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 Cont’d Roles
5. Dispersal over Wide Areas: MSEs 7. Mobilization of Locals Resources:
has a tendency to disperse over wider Small scale businesses are locally owned
areas and they play a key role in the and controlled, and can strengthen
industrialization of a developing family and other social systems and
country. cultural traditions.

6. Higher Standard of Living: MSEs 8. Innovative & Productive Technology:

bring higher national income, higher New but simple techniques of
purchasing power of people in rural production can be adopted more easily
and semi-urban areas. by MSEs without much investment.
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 Cont’d Roles
9. Less Dependence on Foreign 11. Protection of Environment: MSEs
Capital: MSEs use relatively low help to protect the environment by
proportion of imported equipment reducing the problem of pollution.
and materials. 12. Shorter Gestation Period: In these
10. Promotion of Self Employment: enterprises the time-lag between the
MSEs foster individual skill and execution of the investment project
initiative and promote self- and the start of flow of consumable
employment particularly among the goods is relatively short.
educated and professional class.
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 Cont’d Roles
13. Facilitate Development of Large-Scale Enterprises: MSEs support
the development of large enterprises by meeting their requirements of
inputs of supplies and by utilizing their output for further production.
14. Individual Tastes, Fashions, and Personalized Services: Small
businesses have the flexibility to adapt quickly to changes in the business
or technological environment.
15. More Employment Creation Capacity: Economic planners have
realized the necessity of encouraging micro and small enterprises because
they require less capital but generate more employment.
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 5. Classification of Micro and Small Enterprises In
Ethiopia
• Industry Enterprise includes Manufacturing, Construction and Mining.
• Service Enterprise are Retailing, Transport, Hotel and Tourism, ICT and Maintenance.

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 Priority Sectors and Sub-Sectors for MSEs
Engagement in Ethiopia

o Manufacturing Sector- This is the

one which comprises
 Textile and garment,
 Leather and leather products,
 Food processing and beverage,
 Metal works and engineering,
 Wood works including furniture, and
 Argo-processing.
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o Construction Sectors: This is the one
which comprises sub-contracting;
Building materials,
Traditional mining works,
Cobble stone,
Infrastructure sub-contract, and
Prestigious goods.
o Trade Sectors: This is the one which
comprises whole sale of domestic
products; retail sale of domestic
products and raw materials supply.
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o Urban Agriculture: This is the
one which comprises
Modern livestock raring,
Bee production,
Poultry,
Modern forest development,
Vegetables and fruits, and
Animal food processing.

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o Service Sectors: This is the one which
comprises
 Small and rural transport service
 Café & restaurants,
 Store service,
 Tourism service,
 Management service,
 Municipality service,
 Project engineering service,
 Maintenance service,
 Beauty salon, and
 Decoration and internet café.
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 Levels of MSEs in Ethiopia

• Start-up: It is a level where an enterprise • Maturity Level: means when an enterprise

begins production and service under legal able to be profitable and invest further by
framework or legal entity. fulfilling the definition given to the sector.
• Growth Level: It is a level where an • Growth-Medium Level: An enterprise is
enterprise become competent in price, quality said to be transformed from small to medium
and supply and profitable using the support level of growth is when it enabled to be
provided. competent in price, quality and supply.
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 6. Setting up Small Scale Business
6.1. Steps for Setting up the Entrepreneurial Venture
• Once an individual decides to take up entrepreneurship as a career path, to be a job
provider instead of a job seeker, s/he has to establish an enterprise.
• The entrepreneurial process of launching a new venture can be divided into three key
stages of: These can be further sub-divided into seven steps as shown below:
1. Discovery,
2. Evaluation, and
3. Implementation.
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A. Discovery: The first stage of discovery is to identify opportunities
that may form the basis of an entrepreneurial venture.
It requires creative thinking to identify issues that can benefit from an
entrepreneurial vision. This stage can be divided into two steps:
• Step 1; Discovering your entrepreneurial potential - the first
step is to know more about your personal resources and attributes
through some self-evaluation.
• Step 2; Identifying a problem and potential solution – a new
venture has to solve a problem and meet a genuine need.
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B. Evaluation: By the end of first stage of discovery, you should have
selected an idea worthy of further detailed investigation.
• Step 3; Evaluating the idea as a business opportunity–
Investigate the feasibility of the proposed solution (technically,
economically, socially, and legally).
• Step 4; Investigating and gathering the resources – How will
the product/service get to market? How will it make money? What
resources are required?

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C. Exploitation: By the end of the second stage of evaluation, you should have
identified an opportunity that has reasonable prospects of success, and analyzed
what is required to launch it. It can be developed in three further steps:
• Step 5; Forming the enterprise to create value – set up a business entity
and protect any intellectual property.
• Step 6; Implementing the entrepreneurial strategy – activate the
marketing, operating, and financial plans.
• Step 7; Planning the future – look ahead and visualize where you want to
go.
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 6.2. Environmental Analysis
I. Macro Environment II. Sectoral Analysis
• The macro environment of an • The purpose of industry analysis is to
entrepreneur consists of the political, determine what makes an industry
technological, social, legal and attractive indicated either by above
economic environments. normal profits or high growth rates.
• All of these are not immediate part of • It is also advisable to study the existing
the entrepreneur’s venture yet they or potential competition, threat of
have an impact on his/her enterprise. substitutes and entry barriers.
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 6.3. SWOT Analysis
A. Strengths; are positive internal factors that
contribute to an individual’s ability to
accomplish his/her mission, goals and
objectives.
B. Weaknesses; are negative internal factors
that inhibit an individual’s ability to D. Threats; are negative external forces that
hinder an individual from accomplishing
accomplish his/her mission, goals and his/her mission, goals and objectives.
objectives.
o Threats in the environment can
C. Opportunities; are positive external arise from competition,
options that an individual could exploit to technological breakthroughs,
accomplish his/her mission, goals and change in government policies etc.
objectives.
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 7. Small Business Failure and Success Factors
7.1. Small Business Failure Factors
• Dun & Bradstreet, defines a business failure as a
business that closes as a result of either
1. Actions such as bankruptcy, foreclosure, or
voluntary withdrawal from the business with a
financial loss to a creditor; or
2. A court action such as receivership (taken over
involuntarily) or reorganization (receiving
protection from creditors).
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 7.2. Causes of Business Failure
o Inadequate Management; o Inadequate Financing;
• For small business owners, • Shortage of capital.
management skills are especially • Inadequate funds to start business.
desirable. Lack of experience is one of
their most pressing problems. • On the other hand, if you do possess
adequate capital but do not manage
• The manager of a small business must your resources wisely, you may be
be a leader, a planner, and a worker. unable to maintain adequate inventory
Ignoring other equally important areas or keep the balance needed to run the
of the business, such as record business.
keeping, inventory, and customer
service.
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Other common causes of business failure include
Neglect, Fraud, and Disaster.
• Neglect:- occurs whenever an owner doesn’t pay a due
attention to the enterprise.
• Fraud:- involves intentional misrepresentation or deception.
 If one of the people responsible for keeping the business’s
books begins purchasing materials or goods for himself or
herself using the business's money.
• Disaster:- refers to some unforeseen happening.
 If a hurricane hits the area and destroys the property in the
company's yard and fires, burglaries, robberies, or extended
strikes.
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Business Termination Vs • Reasons for a termination abound.
Business Failure The owner may have an opportunity to
sell her business to someone else for a
There is a difference between healthy profit.
a business termination and a S/he may have simply lost interest in the
business failure. business.
A termination occurs when a The market for the business’s product may
have changed or become saturated.
business no longer exists for
any reason. A failure occurs In other cases, businesses may change
form. A partnership may be restructured
when a business closes with as a corporation, or a business may move
a financial loss to a creditor. to a new location.
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 Mistakes Leading to Business Failure
• No one likes to think about failing, yet many small
business owners invite failure by ignoring basic rules
for success.
• One of the most common mistakes is to neglect to
plan for the future because planning seems too hard
or time-consuming.
• Another common mistake is failing to understand the
commitment and hard work that are required for
turning a business into a success.
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• Still another mistake that small Reflection: For instance, starting a business
business owners make, does involve risk, but the assumption of risk is
particularly with rapidly part of life. An Economic consultant, David
growing businesses, is not Birch, conducted his research on 2007 and
hiring additional employees found the divorce rate was 3.7 per 1,000. Of
soon enough or not using every 10,000 students who start college, about
existing employees effectively. 52 percent fail to graduate. Would you decide
• The last type of mistake not to get married because the divorce rate is
involves with finances. too high? Were you afraid to go to college
Inaccurate estimates of cash because of the dropout rate? The point to
flow and capital requirements remember is that if you have a clear vision,
can swamp a business quickly. know your product and your market, and devote
the time and effort needed, your small business,
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 Problems of Small-Scale Business in Ethiopia

• Small-scale businesses have not been able to contribute substantially to the

economic development of Ethiopian economy, particularly because of
financial, production, and marketing problems.
• Small scale enterprises find it difficult to get raw materials of good quality at
reasonable prices in the field of production.
• These problems are still major handicaps to their development. Lack of
adequate finance and credit has always been a major problem of the
Ethiopian small business.
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 7.2. Small Business Success Factors
• Small businesses perform more efficiently than larger ones in several areas.
For example, although large manufacturers tend to enjoy a higher profit margin
due to their economies of scale, small businesses are often better at distribution.
• There are several positive steps in addition to planning that business owners can take
to improve a firm’s chance for success. Those success factors are categorized as: -
1) Conducive Environment;
2) Adequate Credit Assistance;
3) Markets and Marketing Support.
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 • Political Climate: Small scale entrepreneur will need
positive and encouraging measures by government,
1. Conducive such measures could include liberal or nonrestrictive
investment policy, and free trade zones and availability
Environment of low-cost loan capital.
• Economic Environment: An analysis of the
economic environment is particularly helpful in
investment decision, market measurement and in
Successful small forecasting.
enterprises do not • Technology: Technological advances in the
emerge, and thereafter environment create new needs for the small
entrepreneur as far as adaptation and adjustment is
survive and grow unless concerned.
the environment is • Socio-Cultural Environment: Finally, the socio-
cultural environment also creates a very important
conductive. climate for the survival of the enterprises.
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 2. Adequate Credit 3. Markets and
Assistance Marketing Support

• Small enterprise development • Market for a small enterprise in

cannot be ensured without a developing country can be
arrangement for financing. quite a problem.
• Adequate and timely supply of • The small business entrepreneur
credit is critical for new will be in competition not only
entrepreneurs to emerge with locally mass-produced
especially from a wide base. goods but even imports.
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 Main Supporting Packages for MSEs Development in Ethiopia
• When entrepreneurs are deciding to involve and develop MSEs in Ethiopia,
they are more likely entitled with some supporting packages which include
• Awareness creation about the sector;
• Provision of legal services, to form legal business enterprises;
• Providing Technical and business management training;
• Financial support based on personal saving, 20/80 (the beneficiaries
are save 20% and the MFIs provide Loan 80% of the projects);
• Facilitate working premises; bookkeeping and audit services.
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 8. Organizational Structure and Entrepreneurial Team Formation

9.1 Designing the Organization

• It is the process of creating a system in which
people can work together to achieve common
goals.
• The design of the organization will be the
entrepreneur’s formal and explicit indication to
the members of the organization as to what is
expected of them. Typically, these expectations
can be grouped into the following five areas: -

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1. Organization structure- This defines members’ jobs and the communication and
relationship these jobs have with each other.
2. Planning, measurement, and evaluation schemes- All organization activities should
reflect the goals and objectives that underlie the venture’s existence..
3. Rewards- Members of an organization will require rewards in the form of
promotions, bonuses, praise, and so on.
4. Selection criteria- The entrepreneur will need to determine a set of guidelines for
selecting individuals for each position.
5. Training- Training, on or off the job, must be specified.
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 9.2 Building the Management Team & a Successful Organization
Culture
• There are some important issues to address before assembling and
building the management team.
• In essence, the team must be able to accomplish three functions:
• Execute the business plan;
• Identify fundamental changes in the business as they occur; and
• Make adjustments to the plan based on changes in the environment and market.
• The organization culture will be a blend of attitudes, behaviors, dress,
and communication styles that make one business different from
another.
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Let us explore some of the important considerations and
strategies in recruiting and assembling an effective team and
hence in creating an effective and positive organization culture.
First, the entrepreneur’s desired culture must match the business strategy
outlined in the business plan.
o It can be done by working with his/her staff to develop the Core
Family Values.
Second, the leader of the organization must create a workplace where
employees are motivated and rewarded for good work.
Third, the entrepreneur should be flexible enough to try different things.
Fourth, it is necessary to spend extra time in the hiring process.
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“Happiness lies in the joy of achievement
and the thrill of creative effort.

”
Franklin D. Roosevelt

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 Entrepreneurship
Chapter Four: Product/Service
Development
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 1. INTRODUCTION

• Product/service development is a complete process of

bringing a new product or service in the market.
• Intense global competition, short product and technology
lifecycles, unpredictable consumer buying patterns makes
new product development a critical activity in most
businesses
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• Hence, this chapter explores the
• New product development process.
• Besides, focus on intellectual property,
important steps that business owner
should have taken to protect their assets.

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 2. The Concept of Product

• Organization's success is dependent on customer satisfaction and

delight.
 Customer satisfaction is achieved through the development of
product and service, which have all attributes required by the
customer.
• A successful product or services do not only have an attractive package
design but should be also able to provide robust performance.
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• In marketing, a product is anything that
can be offered to a market to satisfy a
need or want.
• Product is a combination of 10 basic
entities like goods, services, experiences,
events, persons, places, properties,
organizations, information, and ideas.

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3. Product Development Process
• Product development:-
is the process through which Generally Product development
companies react to market process, would have four major stages.
signals, respond to changes
in customer demand, adopt
new technologies, foray
into new areas, and ensure
continuous growth.
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The various stages of new product development process are explained below:-
1. New Idea Generation:- The
new product development process
starts with search for ideas.
• Some sources of ideas for 3. Concept Development and
include consumers, existing Testing:- Any product idea can be
products & services, & research turned into several product
and development. concepts like : Who will use the
product? What benefits should the
2. Idea Screening:- In the 2nd product provide ? When will people
stage, the purpose is to spot out consume the produced ?
the valuable ideas. • The concepts can be in word or
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 4. Marketing Strategy Development:-
The marketing strategy plan consists
of three parts:
 Market size, structure, behavior; 6. Product Development:- Its goal
Planned price, distribution strateg y is to find a prototype that the
and Long run sales and profit goals. consumers see as embodying the key
attribute described in the product
5. Business Analysis:-Management
concept statement.
needs to prepare sales, cost and profit
projections to determine whether they • Functional tests like Durability, Speed,
satisfy the company's objective or not. Cost, etc. and Psychological aspects
• The company made Break even like Colors, Sizes, Weight & Other
Physical Cues are conducted.
analysis.
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7. Market Testing:- The goals are to • Where (Geog raphical Strateg y): - We
test the new product is more authentic need to decide whether to launch the
customer settings and to learn how large the new product in a locale area, a region,
market is. national and international market.
8. Commercialization • To Whom (Target-Market-Prospect):
- Within the rollout markets, the
company must target its distribution and
promotion to the best prospect group.
• How (Introductory Markets
• When (Timing): - In commercializing, Strateg y): - a new product may/can use
market entry timing is critical. Whether it network-planning techniques such as
is First Entry . "first mover advantage” or Critical Path Scheduling (CPS).
Late Entry Strateg y or Parallel Entry.
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 4. Legal and Regulatory Frameworks
for Entrepreneurs
• One of the challenges the beginner entrepreneur
will face as he/she goes into business didn’t
understands the regulatory environment laws and
regulations.
• To operate as a legal businessperson and protect the
business from unnecessary suits and liabilities,
the entrepreneur needs to understand the various
laws that govern his/her business.
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 5. Intellectual Property

• Intellectual property is a legal definition of ideas,

inventions, artistic works and other commercially viable
products created out of one's own mental processes.
• In order to enjoy the benefits arising from the exclusive
ownership of these properties, the entrepreneur needs to
protect these assets by the relevant law.
• Intellectual property is protected by such legal means as
patents, copyrights, and trademark registrations.
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 5.1 Patents
• A patent is a grant of a property right by the government to an
inventor.
• A patent provides the owner with exclusive rights to hold,
transfer, and license the production and sale of a
product/process.
Utility Patent: Protects any new invention or functional
improvements on existing inventions.
Design Patent: Protects the appearance of an object, ornamental,
and unobvious designs for articles of manufacture.
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• Patents are property rights that can be sold and transferred,
willed as well as licensed and at times used as collateral.
• Most independent investors do not commercialize their
inventions instead, they sell or license their patents to
others who have the resources to develop products.
• According to the proclamation of Ethiopia in order to be
granted a patent, an invention must fulfill three conditions
1. It must be new.
2. It should be capable of industrial application.
3. It must be "non-obvious”.
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The proclamation excludes the following from
patentability: -
Inventions contrary to public order or morality.
Plant or animal varieties.
Rules or methods for playing games or performing commercial and
industrial activities and computer programs.
Discoveries, scientific theories and mathematical methods; and
Methods for treatment of the human or animal body by surgery or
therapy as well as diagnostic methods.
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 5.3 Trademarks

• A trademark may be a Word, Symbol, Design, It could

be a slogan or even a particular sound that distinguish our
product and services in a market.

• A trade mark is granted through the U.S Patent and Trade

Mark office for a period of 20 years. It needs the necessary
renewal.
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 Benefits of a Registered Trademark:-

• It provides notice to everyone that you have exclusive rights to the

use of the mark.
• It entitles you to sue in federal court for trademark infringement.
• It establishes the right to prevent importation of goods with a
similar mark.
• It provides a basis for filing trademark application in foreign
countries.
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Trademark Directive is issued in the country in 1986 with
the following objectives in that it helps: -

• To distinguish the products or services of one enterprise from those

of other enterprises

• To prevent consumers from being victims of unfair trade practices;

• To provide required information on trademarks to government and
individuals.
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 5.4 Copyrights
• Copyright is a right given to prevent others from printing, copying, or
publishing any original works of authorship.
• A copyright is that the intellectual property is protected for the life of
the originator plus 50 years.
• Among the things that need to be protected through copyrights are:
Music, books, software, scripts, articles, poems, sculptures, models, maps,
and blueprints.

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In Ethiopia, the revised copyright law was enacted in July 2004.
The law severely punishes those who infringe others‘ copyright, whether
intentionally or with negligence, with imprisonment of up to 10 years and material
and moral compensation of Birr 100,000 minimum.

The proclamation gives protection to literary, artistic and scientific works which
include books, articles, computer prog rams; speeches, lectures,, and other oral
works; dramatic, choreog raphic works, and other works created for stage
production; musical works; audiovisual works; works of drawing, painting, and
other works of fine arts; photog raphic and cinematog raphic works; sketches,
and three dimensional works related to geog raphy,, architecture or science; etc.
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Mella Tutorials 131
 Entrepreneurship
Chapter Five: Marketing
Management
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 1. Introduction
• The foundation of marketing is exchange.
o Marketing consists of all activities designed to generate or facilitate an
exchange intended to satisfy human needs.
• A person at any given time has a need. This need arises out of physical or
psychological imbalances . Marketing starts with human needs and wants.
o Market is “The aggregate demand of the potential buyers for product or a
product or services” (AMA)
o Philip Kotler defines “A market as an area of potential exchanges”.
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• Therefore, at the end of the chapter, you will be
able to:
o Define marketing concepts, analyze marketing
philosophies,
o Describe the role of marketing in achieving the
goals of a business enterprise,
o Assist in conducting marketing research, make
competitive analysis of the level, implement
marketing intelligence in their organization,
o Apply the various marketing mixes and strategies
in their businesses and
o Understand and implement selling and customer
service skills.
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 2. Definitions of Marketing
• Business firms and non-profit organization engaged in marketing.
Marketing is a social and managerial process by which an
individual or group obtain what they need and want through
creating, offering and exchanging of product of values with others
(Philip Kotler, 2012).
Marketing management is the process of planning and executing,
the conception, pricing, promoting and distributing of ideas,
goods and services to create an exchange that satisfy individual or
group objectives (AMA, 2015).
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 The above definitions of marketing reset on the
following core concepts:

• Need: Human Need is a state of deprivation of

some basic satisfaction.
• Wants: Wants are desires for specific satisfiers of
needs.
• Demands: Demands are wants for specific products
that are backed by ability and willingness to buy them.
• Product: is anything that can be offered to satisfy a
need or want.
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• Value: is the consumer’s estimate of the products
overall capacity to satisfy his or her needs.
• Value is “the satisfaction of customer requirement at the
lowest cost of acquisition, ownership and use”.
• Cost: is the amount of money that are going to be
expended or already incurred to acquire a product.
• Exchange: is the act of obtaining a desired product
from someone by offering something in return.
• Transaction: is the trade of values between two
parties.

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 Marketing answers the following questions:
1. Who are your customers? 3. How can I satisfy my
customers?

2. What are my customer’s

needs and wants?

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 3. Importance of Marketing
• A customer purchases a product because it provides satisfaction. That
something that makes a product capable of satisfying want is its utility.
Form Utility: is associated Place Utility: exists when a product is
primarily with production- readily accessible to potential customers.
the physical or chemical So physically moving the products to a
changes that make a product store near the customers add to its value.
more valuable.

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Time Utility: Time utility Information Utility: Information
means having a product utility is created by informing
available when you want it. prospective buyers that a product exists.

Possession Utility: Possession

utility is created when a customer
buys the product-that is, ownership
is transferred to the buyer.
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 4. Marketing Philosophies
4.1. Production Concept
• The production concept holds that consumers will favor products that are
widely available and low in cost.
• Managers of production-oriented organization concentrate on achieving high
production efficiency and wide distribution.
• The assumption that consumers are primarily interested in product availability
and low price holds in at least two situations
o DD for product is > that of SS of a product
o Where the product’s cost is high and has to decrease to expand the market.
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 4.2. The Product Concept
• The product concept holds that consumers will favor those products
that offer the most quality, performance or innovative features.
• Under the concept, mangers assume that buyers admire well-made
products and can appraise product quality and performance.
• In such situation, customers are ready to pay high prices for product extra
features.
• Product-oriented companies often design their products with little or no
customer input.
o They trust that their engineers will know how to design or improve the
product.
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 4.3. The Selling Concept/Sales Concept
• The selling concept holds that consumers will buy enough of the organization
product if they undertake an aggressive selling and promotion effort.
• This concept assumes that consumers typically show buying inertia or resistance
and must be coaxed into buying.
• The selling concept is practiced more aggressively with unsought goods, those
goods that buyers normally do not think of buying, such as insurance,
encyclopedia, and funeral plots.
• Most firms practice the selling concept when they have over capacity. Their
aim is to sell what they make rather than make what the market wants.

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 4.4. The Marketing Concept
• The marketing concept holds
:- that the key to achieving organizational goals consists of being more
effective than competitors in integrating marketing activities toward
determining and satisfying the needs and wants of target markets.
• The marketing concept has been expressed in many colorful ways:
• “Meeting needs profitably”
• “Find wants and fills them”
• “Love the customers, not the product etc.”
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 Selling and Marketing Concept Contrasted;
Point of Difference Selling Marketing

Starting point Factory Market place

Focus Existing product Customer need
Means Selling & promotion Integrated marketing

End Profit through Volume Profit through

satisfaction
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 4.5. The Societal Marketing Concept
• The societal marketing concept holds
: - that the organization’s task is to determine the needs, want, and
interests of target markets and to deliver the desired satisfactions
more effectively and efficiently than competitors in a way that
preserves or enhances the consumers and the society’s wellbeing.
• The societal marketing concept questions whether the pure marketing
concept is adequate in an age of environmental problems, resource
shortages, rapid population g rowth, worldwide economic problems,
and neglected social services.

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 5. Marketing Information Systems
• A marketing information system
:- consists of people, equipment and procedure to gather, sort, analyze ,
evaluate and distribute needed timely and accurate information to
marketing decision makers.
• The needed information is developed through
 Internal company records,
 Marketing intelligence activities,
 Marketing research, and
 Marketing decision support analysis.
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 5.1. Marketing Research

• Marketing research is the • Marketing researchers deal with many

systematic and objective aspects of a market including the
identification, collection, analysis, following:
and dissemination of information Market size;
for the purpose of assisting Market Share;
management in decision making
Market penetration;
related to the identification and
solution of problems and Brand equity research;
opportunities in marketing. Buyer decision processes research
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 Customer Satisfaction Research
• Distribution channel audits
• Marketing effectiveness and analytics
• Mystery Consumer / Mystery shopping
• Positioning research
• Price elasticity testing
• Sales forecasting
• Segmentation research
• Test marketing

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 Marketing Research Process

Step 1: Define the research purpose or objectives

Step 2: Research Design Formulation
Step 3: Gather at this stage secondary data
Step 4: Gather Primary Data
Step 5: Data Processing and Analysis
Step 6: Report Preparations and Presentation
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 5.2. Marketing Intelligence
• Market intelligence is the systematic process of gathering , analyzing ,
supplying and applying information about the external market environment.
• Marketing intelligence is used to determine: Current and future market needs,
Changes in the business environment and nature of the market in the future.
• Marketing intelligence provides the following benefits;
• Identification of new opportunities.
• Early warning of competitor moves.
• Quicker, more efficient and
• Cost-effective information.
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 Ways to Undertake Marketing Intelligence
• Unfocused scanning: Any information that may be useful is gathered without
any specific purpose in mind.
• Semi-focused scanning: The manager is not in search of particular pieces of
information that he/she is actively searching but does narrow the range of media
that is scanned.
• Informal search: Limited and unstructured attempt to obtain information for a
specific purpose.
• Formal search: This is a purposeful search for information in some systematic
way.
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 5.3. Competitive Analysis
• Competitive analysis refers to determining the strengths and weaknesses of
competitors and designing ways to take opportunities or tackle threats posed by
competitors.
• Competitive analysis is important for businesses since it has the advantages
stated as follow:
• It provides an informed basis to develop strategies to achieve
competitive advantage in the future
• It generates understanding of competitors’ past, present (and most
importantly) future strategies.
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• Competitive analysis should • Steps of Competitive
answer the following questions: Analysis
• Who are your competitors?
1. Identify your competitors:
• How do you plan to compete?
2. Gather information about
Offer better quality services? competitors:
Lower prices? More support?
Easier access to services? 3. Analysing the Competition:
• How are you uniquely suited to 4. Develop a pricing:
compete with them?

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 6. The Marketing Mix and Marketing Strategies
The 4 P’s of Marketing/The Marketing Mix

1. Product:- is anything that can be offered to a market to satisfy a want

or need.
• Products include physical goods, services, experiences, events, persons,
places, properties, organizations, information, and ideas.
• It includes physical objects or services being sold, together with:
packaging, image, brand name and warranty and, physical
attributes that influence consumer’s perceptions such as: colors,
shapes, sizes and materials.

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2. Pricing:- refers to the process of setting a price for a product/service.
• is the monetary unit required for a purchase, and from an entrepreneur’s
view point, it is the unit of income
• it is the only element in the marketing mix that produces revenue
• Your prices must be low enough to attract customers to buy and
high enough to earn your business a profit. To set your price you
need to:
• Know your costs.
• Know how much customers are willing to pay.
• Know your competitor’s price.
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 Pricing Strategy
• Price is the value placed on what is exchanged. There are different pricing
strategies like
• Price Skimming: this is a type of marketing strategy that firms use by charging
the highest possible price that buyers who most desire the product will pay.
• Penetration Pricing: In this strategy, prices of products are reduced compared
to competitors’ price for the same product to penetrate into markets and to
increase sales. Or setting lower price at the time of commercialization.
• Competition Oriented Pricing: Considers competitors prices primarily; but
the market type matters.
• Odd-even pricing: This is Psychological pricing method based on the belief
that certain prices or price ranges are more appealing to buyers. E.g. 4999.95 birr.
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3. Place: means the different ways of getting your products or services to
your customers.
• It is also referred to as distribution.
• Distribution can mean the physical channels or transporting products from
manufacturers to end user.
• It includes agents, wholesalers, retailers and etc.…
• If your business is not located near your customers, you must find ways to get
your products/services to where it is easy for customers to buy.

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Distribution Strategies
Direct channels: In this type of
channel, producers and end users
directly interact.
Indirect channels : In this type
of channel intermediaries are
inserted between seller and
buyer.
Intermediaries include Merchant,
Wholesalers, retailers, dealers,
agents, brokers; and
manufacturer’s branches and
offices.
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4. Promotion: Refers informing your customers of your products and
services and attracting them to buy them.
• Promotion is the act of communication that provides consumers with information
about a company’s products, its services or the venture itself.
• Promotion includes advertising, sales promotion, public relation and personal
selling.

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 • The main promotional mix strategies
• Advertising: It is any paid form of non-personal, one-way, mass communication
about an organization, good, service, or idea by an identified sponsor.
• Personal selling: This is the two-way flow of communication between a buyer and
seller, often in a face-to-face encounter, designed to influence a person’s or
group’s purchase decision.
• Public relations: Public relation is a form of communication that seeks to change
the perceptions of customers, shareholders, suppliers, employees and other
publics about a company and its products.
• Sales promotion: This promotion type involves short term incentives of value such
as discounts, free samples, and prizes to be offered to arouse interest of
customers in buying the good/service.
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Mella Tutorials 162
 7. Selling of Customer Service
• Service; refers to any activity undertaken to fulfil customer’s needs.
 It is any act or performance that one party can offer to
another that is essentially intangible and does not result in
the ownership of anything.
• Distinctive features of services include intangibility,
inseparability, variability, and perishability as opposed to
goods.
• Customer is a person or organization that buys a product or
service either for use or for resale.

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 Strategic Activities needed for Quality Customer
Service Delivery
• Establishing a clear customer service strategy.
• Ensuring that correct people are in place, with the correct skills to deliver
outstanding personal service.
• Establishing clear material service delivery processes.
• Improving in terms of process improvement, quality monitoring and
recovery continuously.
• Participatory Management.
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 Organizations should make the effort
Customer Handling and Satisfaction
to retain every single customer.
• Customer handling and satisfaction is a • Considering Customers as an
key for successful organizations. Invaluable Asset.
• Poor service/defective service is the • Reducing Customer Complaints
causes of loss and bankruptcy for many
organizations.
• Place Yourself in The Customer’s
Shoes
• Also take into account that the major
reasons to lose customers are:
• Poor service, Poor quality and Rude
behaviours. Thank You Very
• We need to Retaining existing
customers, and strive to increase the Much
number of customers.
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 Quiz (5%)
1. What does it mean marketing (2 pt.)
2. Discuss the marketing philosophies (3 pt.)/ Or
3. Discuss the Marketing Mix Elements and
Marketing Strategies (3 pt.)

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CHAPTER SIX

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 Outlines
• Cost of starting an enterprise

• Different sources of finance to start a business venture

• Lease financing

• Micro finances

• Crowd funding

• Traditional financing in Ethiopia

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 6.1 Financial Requirements
• Financial resources are essential for business, but particular
requirements change as an enterprise grows.

• Obtaining those resources in the amount needed and at the time

when they are needed can be difficult for entrepreneurial ventures.

• Financial resources are those which take a monetary form.

• Cash is the most liquid form of resources because it can be used

readily to buy other resources.
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• All businesses need money to finance a host of different requirements.

• In looking at the types and adequacy of funds available, it is important

to match the use of the funds with appropriate funding methods.

1. Permanent Capital (long term finance): The permanent capital base

of a small firm usually comes from equity investment in shares in a
limited company or share company, or personal loans to form partners
or to invest in sole proprietorship. It may be required for Acquiring
fixed assets, Establishment of a new business, Substantial
expansion of existing business, Modernization.
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2. Working Capital (short-term finance): Most small firms need
working capital to bridge the gap between when they get paid, and when
they have to pay their suppliers and their overhead costs.

It is required to meet variable, seasonal or temporary capital

requirements and for the day-to-day running of a business.

3. Asset Finance (medium to long term finance): The purchase of

tangible assets is usually financed on a longer-term basis, from 3 to 10
years, or more depending on the useful life of the asset.
 Machinery, equipment, fixtures, and fittings, company vehicles and buildings may all be
financed by medium or long-term loans from a variety of lending bodies.
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 6.2 Sources of Financing
Financial resources are essential for business, but particular
requirements change as an enterprise grows.

Obtaining those resources in the amount needed and at the time

needed can be difficult for entrepreneurial ventures because they are
generally considered more risky than established enterprises.

Financing means more than merely obtaining money; it is very much

a process of managing assets wisely to use capital efficiently.

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• The critical issue in financing is to assure sufficient cash flow for
operations, as well as to plan financing that coincides with changes in
the enterprise. The various sources of finance may be broadly be
classified as follows:

1. Internal Sources (Equity capital): Owner’s capital or owner’s equity

represents the personal investment of the owner(s) in a business and
it is sometimes called risk capital because these investors assume the
primary risk of losing their funds if the business fails.

However, if the venture succeeds, they also share in the benefit.

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 Sources of Equity Capital
1. Personal saving: The first place entrepreneurs should take for startup money is in
their own pockets. As a general rule, entrepreneurs should provide at least half of
the start- up funds in the form of equity capital.

2. Friends and relatives: After emptying their own pockets, entrepreneurs should
turn to friends and relatives who might be willing to invest in the business.

3. Partners: An entrepreneur can choose to take on a partner to expand the capital

formation of the proposed business.

4. Public stock sale (going public): In some case, entrepreneurs can go public by
selling share of stock in their corporation to outsiders. This is an effective method
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5. Angels: are individuals who make equity investments in businesses with
growth potential. These are private investors (or angles) who are wealthy
individuals, often entrepreneurs, who invest in the startup business in exchange
for equity stake in these businesses.
6. Venture capital companies: Are private, for-profit organizations that purchase
equity positions in young business expecting high return and high growth
potential opportunity. They provide start -up capital, development funds or
expansion funds.

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 2. External Sources (Debt capital)
1. Commercial banks: Commercial banks are by far the most frequently used source
for short term debt by the entrepreneur.

To secure a bank loan, an entrepreneur typically will have to answer a number of
questions, together with descriptive commentaries.

 What do you plan to do with the money?

 When do you need it?

 How much do you need?

 For how long do you need it?

 How will you repay the loan?

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• Bank Lending Decision: -The small business owner needs to be aware of the criteria bankers use in
evaluating the credit worthiness of loan applications. Most bankers refer to the five C’s of credit in
making lending decision.

I. Capital: A small business must have a stable capital base before a bank will grant a loan.

II. Capacity: The bank must be convinced of the firm’s ability to meet its regular financial
obligations and to repay the bank loan.

III. Collateral: The collateral includes any assets the owner pledges to the bank as security for
repayment of the loan.

IV. Character: Before approving a loan to a small business, the banker must be satisfied with the
owner’s character. The evaluation of character frequently is based on intangible factors such as
honesty, competence, willingness to negotiate with the bank.

V. Conditions: The conditions surrounding a loan request also affect the owner’s chance of
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2. Micro Finances: provide financial services mainly to the poor ,micro and
small enterprises

3. Trade Credit: It is credit given by suppliers who sell goods on account.

This credit is reflected on the entrepreneur’s balance sheet as account
payable and in most cases it must be paid in 30 to 90 or more days.

4. Equipment Suppliers: Most equipment vendors encourage business

owners to purchase their equipment by offering to finance the purchase.

5. Account receivable financing: It is a short-term financing that involves

either the initiate of receivables as collateral for a loan.
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6. Credit unions: Credit unions are non-profit cooperatives that promote
savings and provide credit to their members. But credit unions do not
make loans to just any one; to qualify for a loan an entrepreneur
must be a member.

7. Bonds: A bond is a long-term contract in which the issuer, who is the

borrower, agrees to make principal and interest payments on specific
date to the holder of the bond.

8. Traditional Sources of Finance: “Idir”, “equib”

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 6.4 Lease Financing
• Leasing allows a small firm to obtain the use of equipment,
machinery or vehicles without owning them.

• Lease financing is one of the important sources of medium- and long-

term financing where the owner of an asset gives another person the
right to use that asset against periodical payments.

• The owner of the asset is known as lessor and the user is called lessee.
The periodical payment made by the lessee to the lessor is known as
lease rental.
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 Types of Leases
Depending upon the transfer of risk and rewards to the lessee, the period of lease
and the number of parties to the transaction, lease financing can be classified into
two categories.

1)Finance Lease: It is the lease where the lessor transfers substantially all the risks
and rewards of ownership of assets to the lessee for lease rentals.

Finance lease has two phases: The first one is called primary period. This is non-
cancellable period and in this period, the lessor recovers his total investment
through lease rental.

The lease rental for the secondary period is much smaller than that of primary
period. Mella Tutorials 181
 Features of finance lease;
A finance lease is a device that gives the lessee a right to use an asset.

The lease rental charged by the lessor during the primary period of lease is
sufficient to recover his/her investment.

The lease rental for the secondary period is much smaller. This is often
known as peppercorn rental.

Lessee is responsible for the maintenance of asset.

No asset-based risk and rewards are taken by lessor.

Such type of lease is non-cancellable; the lessor’s investment is assured.

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2. Operating Lease: Here risks and rewards incidental to the ownership of asset
are not transferred by the lessor to the lessee.

The term of such lease is much less than the economic life of the asset and thus
the total investment of the lessor is not recovered through lease rental during the
primary period of lease.

Operating lease has the following features:

The lease term is much lower than the economic life of the asset.

The lessor provides the technical knowhow of the leased asset to the lessee.

Risks and rewards related to the ownership of asset are tolerated by the lessor.

The lessee has the right to terminate the lease by giving a short notice and no penalty is
charged for that.
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 Advantages and Disadvantages of Lease Financing
Advantages Disadvantages
 Unprofitable in Case of Inflation: Lessor gets fixed amount of
 Assured Regular Income
lease rental every year and they cannot increase this even if the
 Preservation of Ownership
cost of asset goes up.
 Benefit of Tax  Double Taxation: Sales tax may be charged twice. First at the

 High Profitability time of purchase of asset and second at the time of leasing the
asset.
 High Potentiality of Growth
 Greater Chance of Damage of Asset: As ownership is not
 Recovery of Investment
transferred, the lessee uses the asset carelessly and there is a
great chance that asset cannot be useable after the expiry of
primary period of lease.
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6.5 Traditional Financing in Ethiopian (Equib/Edir, Etc.)
Ethiopia has one of the least-developed in formal financial sectors in the world,
it possessed a rich tradition in indigenous, community-based groups such as
savings credit association and insurance.

These "iqub" and "idir" groups provide a source of credit and insurance outside
the formal sector but much rooted in Ethiopian society.

The contributions of these groups, especially iqub, to economic growth is

difficult to quantify but can be assumed to play an important role.

Iqub is a traditional means of saving in Ethiopia and exists completely outside

the formal financial system.
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 6.6 Crowd Funding

• Crowd funding is a method of raising capital through the collective

effort of friends, family, customers, and individual investors or
even from the general public.

• This approach taps into the collective efforts of a large pool of

individuals primarily online via social media and crowd funding
platforms and leverages their networks for greater reach and
exposure.

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 How is Crowd Funding Different?
• Crowd funding is essentially the opposite of the mainstream approach to business
finance.
• Traditionally, if you want to raise capital to start a business or launch a new product,
you would need to pack up your business plan, market research, and prototypes,
and then shop your idea around to a limited pool or wealthy individuals or
institutions. These funding sources included banks, angel investors, and venture
capital firms.
• Crowdfunding is the use of small amounts of capital from a large number of
individuals to finance a new business venture. Crowdfunding makes use of the easy
accessibility of vast networks of people beyond the traditional circle of owners,
relatives, and venture capitalists.
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 The Benefits of Crowd funding
Reach: By using a crowd funding platform like Fundable, you have access to
thousands of accredited investors who can see, interact with, and share your
fund raising campaign.
PR & Marketing: From launch to close, you can share and promote your
campaign through social media, email newsletters, and other online marketing
tactics.
Validation of Concept: Presenting your concept or business to the masses
affords an excellent opportunity to validate and refine your offering.
Efficiency: One of the best things about online crowd funding is its ability to
centralize and streamline your fund-raising efforts.
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 Types of Crowd Funding
1. Donation-Based Crowd Funding

• Broadly speaking, you can think of any crowd funding campaign in which there is
no financial return to the investors or contributors as donation-based crowd
funding. Common donation-based crowd funding initiatives include fund raising
for disaster relief, charities, nonprofits, and medical bills.

2. Rewards-Based Crowd Funding

• Rewards-based crowd funding involves individuals contributing to your business in

exchange for a “reward,” typically a form of the product or service your company
offers.
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3. Equity-Based Crowd Funding

• Unlike the donation-based and rewards-based methods, equity-

based crowd funding allows contributors to become part-
owners of your company by trading capital for equity shares.

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 6.7 Micro Finances
• Microfinance is a term used to describe financial services, such as
loans, savings, insurance and fund transfers to entrepreneurs,
small businesses and individuals who lack access to banking
services with high collateral requirements.

• Essentially, it is providing loans, credit, access to savings accounts –

even insurance policies and money transfers to small business owners,
entrepreneurs (many of whom live in the developing world), and those
who would otherwise not have access to these resources.

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 Micro Finances in Ethiopia
Micro-finance in Ethiopia has its origin in traditional informal method used to
accumulate saving and access credit by people who lacked access to formal financial
institutions.

The history of formal establishment of Ethiopia Micro finance institution is limited

to about less than twenty years (since 2000).

The first groups of few MFIs were established in early 1997 following the issuance
of Proclamation No. 40/1996 in July 1996.

The objective of the MFIs is basically poverty alleviation through the provision of
sustainable financial services to the poor who actually do not have access to the
financial support services of other formal financial institutions.
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• The microfinance industry is growing in terms of number and size.
The known micro finance institutions in different regions of Ethiopia
with more than 90% market share are
1. Amhara Credit and Savings Ins. (ACSI) S.C.
2. Dedebit Credit and Savings Ins. (DECSI) S.C.
3. Oromiya Credit and Savings Ins. S.C (OCSCO).
4. Omo Credit and Savings Ins. S.C.
5. Addis Credit and Savings Institution S.C.(ADCSI)

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 Types of Activities Carried Out by Ethiopian MFIs
According to Article 3(2) of the aforementioned proclamation, MFIs are
allowed to carry out the following activities:

Accepting both voluntary and compulsory savings as well as demand and

time deposits.

Extending credit to rural and urban farmers and people engaged in other
similar activities as well as micro and small scale rural and urban
entrepreneurs.

Drawing and accepting drafts payable within Ethiopia Micro-insurance

business as prescribed by NBE,
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Supporting income generating projects of urban and rural micro and
small scale operators,

Rendering managerial, marketing, technical and administrative advice

to customers and assisting them to obtain services in those fields,

managing funds for micro and small scale business,

Providing money transfer services,

 Providing financial leasing services,

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 Chapter Seven

Managing Startup and

Growth
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 7.1 Introduction
• Once companies reach to growth stage, they must continue to
grow with proper management and leadership.

• The success of an entrepreneur in this process depends

upon controllable and uncontrollable variables.

• After completing this chapter, students will be able to:

 Identify factors that affect business growth,
 Understand business expansion strategies,
 Know & internalize business ethics & social responsibilities.
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 7.2 Timmons Model of Entrepreneurship
• What key aspects does an entrepreneur need to manage to start and grow
a business?

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• According to Timmons, success in creating a new venture is
driven by a few central themes that dominate the dynamic
entrepreneurial process: it takes opportunity, a lead
entrepreneur and an entrepreneurial team, creativity, being
careful with money, and an integrated, holistic, sustainable and
balanced approach to the challenges ahead.

• According to the model, for an entrepreneur to create a successful

venture, they must balance three key components changes in one
factor have a strong influence on the other factors.
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 Cont’d
1. Opportunities: rather than developing a perfect business plan, Timmons
suggests that the entrepreneur’s first and most important step is to identify and
evaluate a solidly viable market opportunity, where after the business plan and
funding will follow.

2. Teams: once an opportunity has been identified, it is critical to gather a good

team of people to unlock the potential of the opportunity.

3. Resources: finding and managing appropriate resources requires different skills

than finding and managing good people, but it is equally important for eventual
success.
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 7.3 New Venture Expansion Strategies
• Business expansion is a stage of a company's life that is troubled with both opportunities
and perils. On the one hand, business growth often carries with it a corresponding
increase in financial fortunes for owners and employees alike.

• Business expansion presents the small business owner with myriad issues that have to be
addressed. Growth causes a variety of changes, all of which present different
managerial, legal, and financial challenges.

• Growth means that market share will expand, calling for new strategies for dealing with
larger competitors. Growth also means that additional capital will be required, creating
new responsibilities to shareholders, investors, and institutional lenders. Thus, growth
brings with it a variety of changes in the company's structure, needs, and objectives.
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 Cont’d
• Common routes of small business expansion include the following options:
 Growth through acquisition of another existing business (almost always smaller
in size),
 Offering franchise ownership to other entrepreneurs.
 Licensing of intellectual property to third parties.
 Establishment of business agreements with distributorships and/or dealerships.
 Pursuing new marketing routes.
 Joining industry cooperatives to achieve savings in certain common areas of
operation, including advertising and purchasing,
 Public stock offerings.
 Employee stock ownership plans.
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 The Ansoff Matrix – Growth Strategy

• What is our business growth strategy in relation to new or existing

markets and products?

• The Ansoff Matrix is a strategic-planning tool that provides a framework to

help executives, senior managers, and marketers devise strategies for future
growth.

• Ansoff suggested that there were effectively only two approaches to

developing a growth strategy; through varying what is sold (product growth)
and who it is sold to (market growth).
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1. Market penetration – the firm seeks to achieve growth with
existing products in their current market segments, aiming to
increase market share.
 This will be possible through the use of promotional methods,
putting various pricing policies that may attract more customers,
or one can make the distribution more extensive.
 This is a low risk strategy because of the high experience of the
entrepreneur with the product and market.

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2. Market development – the firm seeks growth by pushing its
existing products into new market segments. This strategy assumes
that the existing markets have been fully exploited thus the need to
venture into new markets.
 There are various approaches to this strategy, which include:
new geographical markets, new distribution channels, new
product packaging, and different pricing policies.
 Market development has medium to high risk.

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3. Product development – the firm develops new products targeted
to its existing market segments.
 Product development would involve the modification of an
existing product. By modifying the product one could change its
outlook or presentation, increase the product’s performance or
quality. By doing so, it can be more appealing to the existing
market.
 This alternative growth strategy is characterized by medium to
high risk due to lack of experience about the new product.
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4. Diversification – the firm grows by developing new products for new
markets.
 This growth strategy involves an organization marketing or selling
new products to new markets at the same time.
 It is the most risky strategy as it involves two unknowns:
 New products are being created and the business does not
know the development problems that may occur in the process.
 There is also the fact that there is a new market being targeted,
which will bring the problem of having unknown characteristics.
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• There are two types of diversification – related diversification and
unrelated diversification.
• In related diversification, the business remains in the same
industry in which it is currently operating. For example, a cake
manufacturer diversifies into fresh-juice manufacturing. This
diversification is within the food industry.
• In unrelated diversification, there are usually no previous
industry relations or market experiences. One can diversify from
a food industry into the personal-care industry.
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 Expansion Issues
• Whatever method a company chooses to utilize to expand—and
whatever guiding strategy it chooses to employ its owners will likely
face a combination of potentially frustrating issues as they try to
grow their business in a smooth and productive manner.
Growth means understanding, adjusting to, and managing a whole
new set of challenges in essence, a very different business.

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 Common expansion issues
A. Growing Too Fast F. Disagreements among
B. Recordkeeping and Ownership
Other Infrastructure G. Family Issues
Needs H. Transformation of
C. Expansion Capital Company Culture
D. Personnel Issues I. Changing Role of Owner
E. Customer Service At The Initial State
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 Choosing not to Grow
• Small business owners choose not to expand their operations even
though they have ample opportunity to do so.

• Many entrepreneurs simply prefer to avoid the headaches that

inevitably occur with increases in staff size, etc. And many small
business owners choose to maintain their operations at a certain
level because it enables them to devote time to family and other
interests that would otherwise be allocated to expansion efforts.
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 7.4. Business Ethics and Corporate
Social Responsibility
• Business organizations, as established by their entrepreneurs, are
expected to do their businesses in a sustainable and ethical manner.
For this there are certain theories that we should understand.

• These theories have been evolving through time as business practices

mature and grow as well as societal and government influence
increase.
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 According to the traditional view of the corporation, it exists primarily to
make profits supported by stockholder theory.

 From this money-centered perspective, insofar as business ethics are

important, they apply to moral dilemmas arising as the struggle for profit
proceeds. These dilemmas include: “What obligations do organizations have
to ensure that individuals seeking employment or promotion are treated
fairly?” and “What kind of advertising strategy should be pursued?”
“What pricing strategy should be pursued?”
• While these dilemmas continue to be important throughout the economic world, when
businesses are conceived as holding a wide range of economic and civic responsibilities
as part of their daily operation, the field of business ethics expands correspondingly.
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 Corporate Social Responsibility (CSR)
• Corporate social responsibility has two meanings.
 First, it’s a general name for any theory of the corporation that emphasizes
both the responsibility to make money and the responsibility to interact
ethically with the surrounding community.

 Second, corporate social responsibility is also a specific conception of that

responsibility to profit while playing a role in broader questions of
community welfare.

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 Pyramid of CSR
• CRS is a philosophy in which the company’s
expected actions include not only producing
a reliable product, charging a fair price with
fair profit margins, and paying a fair
wage to employees, but also caring for
the environment and acting on other social
concerns.

• There are four kinds of social

responsibility-economic, legal, ethical,
and philanthropic.
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 I. Economic Responsibility
• The first and most basic level is referred to as economic
responsibility.

• A business must be profitable to remain economically

responsible.

• By being profitable, businesses give back to society by

providing jobs to employees and producing goods and
services wanted by consumers.

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 II. Legal Responsibility
• Moving up to the next tier of the CSR Pyramid, a business is
obligated to obey the law to achieve legal responsibility.

• Society expects business to conform to laws & regulations

formulated by governments that act as the ground rules under
which business must operate.

• For example, businesses are legally expected to follow city

building requirements when constructing a new office
building.
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 III. Ethical Responsibility
• Next, a business not only follows the law, but does what is
ethically and morally right, referred to as ethical responsibility.

• Ethical responsibilities include those activities that are not

expected or prohibited by society as economic or legal
responsibilities.

• For example, Ethical responsibilities also involve the

fundamental ethical principles such as justice, fairness,
equality, human rights, and utilitarianism.

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IV. Philanthropic Responsibility
• Lastly, at the highest level of the CSR Pyramid, a
business gives back to society through philanthropic
contributions.

• Philanthropic responsibilities involve being a good

corporate citizen and include active participation in
acts or programs to promote human welfare or
goodwill.

• Examples are contributions to the arts, charities, and

education.
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Triple Bottom Line (TBL)
• The meaning of the term is a framework for
measuring and reporting corporate performance
against economic, social, and environmental
indicators.

• The triple-E (economic, ethical (social), &

environmental).

• A variation of the term is the triple-P bottom line:

people, planet, profit.
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 Stakeholder Theory
 Stakeholder- An individual or group who can influence, or is influenced by, the
operations (or activities) of an organization.
 Stakeholders may also be referred to as claimants, influencers, publics, or
constituencies.

 It is important for managers to identify the complete array of stakeholders for two
reasons:
 To obtain resources, business has to recognize the groups that control scarce
resources; and
 To maintain the legitimacy of business as an institution in society, the support of
other groups is required.
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• Who are the stakeholders surrounding companies? The answer depends on the
particular business, but the list can be quite extensive.

 Company owners,

 Company workers

 Customers

 Suppliers

 Society at large

 Creditors

 Government

 Local businesses and Other companies in the same line of work competing for
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 Business Ethics Principles
 In today ‘s ultra-competitive, high tech, interdependent business world,

charisma without conscience and cleverness without character is a recipe for

economic and personal failure of marathon proportions.

 Competitiveness, ambition and innovation will always be important to success

but they must be regulated by core ethical principles like the ones described
below.

 Ethical principles are universal standards of right and wrong prescribing the

kind of behavior an ethical company or person should and should not engage in.
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 Principles is characterized by its being permanent or remain constant, work

anywhere, when violated produce destruction and contain inherent

judgment.

 In business, how people judge your character is critical to sustainable

success because it is the basis of trust and credibility. Abraham Lincoln

described “character as the tree and reputation as the shadow”.

Thus, your reputation is purely a function of perceptions while your

character is determined and defined by your actions (i.e., Whether
your actions are honorable and ethical according to the 12 ethical
principles):
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 1) Honesty: 2) Integrity:
Ethical executives do not deliberately Ethical executives earn the trust of others

mislead or deceive others by through personal integrity.

misrepresentations, overstatements,
Integrity refers to a wholeness of
partial truths, selective omissions, or any
character demonstrated by consistency
other means and when trust requires it, they
between thoughts, words and actions.
supply relevant information and correct

misapprehensions of fact.

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 3) Promise-Keeping: 4) Loyalty:
Ethical executives can be trusted because Ethical executives justify trust by being
they make every reasonable effort to fulfill loyal to their organization and the people
the letter and spirit of their promises and they work with.
commitments.
Ethical executives place a high value on
They do not interpret agreements in an protecting and advancing the lawful and
unreasonably technical or legalistic
legitimate interests.
manner.

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 5) Fairness: 6) Caring:
Ethical executives are fundamentally Ethical executives are caring,
committed to fairness. compassionate, benevolent and kind.

Ethical executives manifest a Ethical executives seek to accomplish

commitment to justice, the equal their business objectives in a manner that
treatment of individuals, tolerance for
causes the least harm and the greatest
and acceptance of diversity.
positive good.

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 7. Respect for Others:
8) Law abiding:
Ethical executives demonstrate respect for
the human dignity, autonomy, privacy, Ethical executives abide by laws, rules and
rights, and interests of all those who have a
regulations relating to their business
stake in their decisions; they are courteous
activities.
and treat all people with equal respect and
dignity regardless of sex, race or national
origin.

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 9) Commitment to Excellence 10) Leadership:
Ethical executives pursue excellence in Ethical executives are conscious of the

performing their duties, are well- responsibilities and opportunities of

informed and prepared, and constantly their position of leadership and seek to be

endeavor to increase their proficiency in positive ethical role models by their own
conduct and by creating a good
all areas of responsibility.
environment.

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11) Reputation and Morale: 12) Accountability:

Ethical executives understand the Ethical executives acknowledge and accept

importance of their own and their personal accountability for the ethical
company’s reputation as well as the quality of their decisions and omissions to
importance of the pride and good morale themselves, their colleagues, their
of employees.
companies, and their communities.

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“To Educate The Mind Without The Morals Is To Educate

A Menace To Society.”

Theodore Roosevelt

Thank you
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