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Austin took some time to define the essential brand for Tio as a drinkable soup that replaces a meal (https://www.tiogazpacho.com). According to Heaton, “Branding is the expression of the essential truth or value of an organization, product, or service.”Think about branding in relation to your “big idea” (use attached documents supporting “big idea”)and answer the prompts below:What is your initial concept of the brand you would like to create with your new idea?What questions or uncertainties do you have about the brand you would like to create?What ideas can you take from the Tio case that could help you to better define your brand?
assignment_1_new_venture_game_plan_ryan_bradley.docx

assignment_2_new_venture_launch_plan_ryan_bradley.docx

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Running head: NEW VENTURE: GAME PLAN
Assignment 1: New Venture: Game Plan
Ryan Bradley
Jack Welch Management Institute
JWI 575: New Business Ventures and Entrepreneurship
Professor Geer-Frazier
April 21, 2019
1
NEW VENTURE: GAME PLAN
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Introduction
In the age of increased sophistication of theft, businesses and car users are looking for
improved ways of reducing car theft or damage. As technology advances, crime-solving takes on
a different dimension that involves the intensive use of sophisticated technologies such as antitheft car software. After all, reducing the increased rates of car theft or damages to the
automobile such as loss of side mirrors not only saves money but also creates comfort and peace
of mind when living in a particular area. Using traditional tracking systems is simply not enough
since sophisticated criminal activities would likely find ways of disrupting GPS tracking
processes when searching for stolen vehicles (Yelwande & Jahagirdar, 2019). At the same time,
preventing car theft would, in turn, reduce the number of associated crimes where criminals
would steal cars to abet them in crime. As an intrapreneur in an already established IT firm,
promotion of innovative products is crucial in not only meeting clients’ needs but also in
fostering business growth. However, translating the idea into practice remains challenging to
ensure there is a successful implementation. Therefore, the below game plan would help
facilitate the implementation of the concept.
Company Description
Established in 1993, Orange firm is an IT company that is concerned with the creation
and upgrading of software and hardware in various forms (Orange Juice | Home, n.d.). The
products may come as mobile applications, software on PC or Information Systems, Personal
computers, and mobile phones. Since its inception, the firm’s vision seeks to be the best global
supplier of sustainable software and hardware in the IT industry. The company reported a $7
billion revenue in the previous year and employs 400 people cross its branches in the U.S.
NEW VENTURE: GAME PLAN
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It operates under economies of scale with over ten branches across the U.S. while it seeks
to provide quality products at the best affordable prices in the market, the firm’s mission recently
adopted a customer-centric approach where products could be uniquely designed to suit
individual needs. The firm’s competitive advantage is its huge loyal customer base and its use of
sophisticated technologies.
New Product Idea
While car theft incidences have been on the rise, the firm proposes to create a new mobile
application that would alert and lock all car starting system when there is an attempt to be stolen
or vandalized. At the same time, the alert would not only be issued to the owner but also the
police. If other means of theft such as towing is done, the alert system would also be activated
and show the location of the vehicle. In this case, the firm would derive its uniqueness by liaising
with automotive firms to create an automated system that links all vehicle parts together. This is
to enable the effectiveness of the application once a spare part has been removed. The
application would also be customized upon the request of the client depending on the type of car
and mobile gadget being used. The whole idea of the concept is to fight and prevent crime while
creating value, security, and peace of mind to car owners. Customers would feel safe and get
value for their money without having to worry about vandalism or theft. Therefore, the software
reduces the need to pay for higher insurance premiums and reduces the costs of hiring guards to
watch over parked vehicles. Incidences of crime using stolen vehicles would also be lowered
thereby increasing the general security of society.
NEW VENTURE: GAME PLAN
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Opportunity
There is an increasing market niche of convenience where people are seeking easy
operations at the tip of their fingers. The anti-theft care software aims to exploit the opportunity
of increased demand for satisfaction among clients (Yelwande & Jahagirdar, 2019). At the same
time, there is an increased demand for software and technological advancements that would
enhance the overall security of people. Therefore, the market is more likely to welcome the idea
of having a security gadget for cars. The disruptive technology grounds its operations on highquality systems designed for both mobile devices and personal computers irrespective of the
make. This means that the software is flexible to be used by products from different companies
such as Android, Microsoft, and mac products. In turn, the firm is expected to have increased
sales revenue and better market positioning through the achievement of higher market shares.
Threats
Despite the resounding resilience of the product to perform, increased sophistication of
technology and the high market demand for new tech gadgets also provides a platform for rival
firms to exploit. The stiff competition from rival firms such as Apple increases the threat of
imitation or decline of market shares due to the loyalty and high market shares of Apple.
However, despite the stiff competition from Apple and other tech firms, the product’s lower
prices will distinguish itself from the rivals by targeting the generalized population. This is
because Apple products are often expensive and target the high-end market.
On the other hand, the firm foresees a considerable investment of capital in the
implementation process. It is also labor intensive since the company would have to liaise with
other firms in the automotive industry. Nonetheless, the initial capital would be catered for with
NEW VENTURE: GAME PLAN
the expected high ROI. Additionally, the staff would be trained and included in the process as
part of embracing the new product in overseeing its fruition.
5
NEW VENTURE: GAME PLAN
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References
Orange Juice | Home. (n.d.). Retrieved from https://orange-juice.co.za/
Yelwande, P., & Jahagirdar, A. (2019). Vehicle Lane Detection and Tracking System for Car
Safety. Asian Journal For Convergence In Technology (AJCT).
Running head: NEW VENTURE: LAUNCH PLAN
Assignment 2: New Venture: Launch Plan
Ryan Bradley
Jack Welch Management Institute
JWI 575: New Business Ventures and Entrepreneurship
Professor Geer-Frazier
May 11, 2019
1
ASSIGNMENT 2: NEW VENTURE LAUNCH PLAN
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Assignment 2: New Venture Launch Plan
Introduction
The impact of the new product launch will be favorable to both the business and the
consumers. By having car owners as the target consumers, the product is expected to increase the
overall value of security and service to people. In this case, the paper will focus on the business’
legal structure and how the product will complement the current business model using the
available skillset while providing a brief analysis of the historical and future projections of
revenue and costs.
Company Management and Structure
The Orange Firm is an established Limited Liability Company (LLC) where income can
be allocated more flexible and pass through taxation. Similar to corporations, the LLC is itself a
simple business form that protects the owners from any personal and business-related debts. As
the primary reason for the establishment of the business legal structure, an LLC separates assets
that are personal from those that belong to the business (Jelsma & Nollkamper, 2017). A
manager manages the company since that is what the owners felt was more preferable for the
type of business. However, the manager is required to be a highly skilled professional whose
experience in IT would help shape how operations are run. In this case, the owners chose to set
up the business as a single entity to reduce the formality that may be tedious as seen in
corporations. Unfortunately, if a member decides to leave the company, there is a high
probability of the firm being dissolved. Therefore, there is equality and fairness among all
business members to ensure that their interests are adequately taken care of. Therefore, including
the new anti-theft car system in the current business structure would go a long way in increasing
ASSIGNMENT 2: NEW VENTURE LAUNCH PLAN
3
business revenues and growth. The more a company grows, the more likely it is for the members
to be satisfied and prolong their stay within the firm.
Since the firm is focused on any IT innovations and inventions, the product would be part
of the current management team. Every employee will own the new product as it will be
absorbed in the company’s portfolio. Therefore, this means that the product will be treated
similarly to other products. For instance, the marketing process will be handled by the marketing
team that oversees the marketing of other products. However, greater focus would be given on
the product to ensure that it is accepted in the marketed as predicted.
Impact on the Business Model
The product fits with the business’s mission, vision, and company values. Since the
company’s vision is to become the leading IT company in the world, understanding consumer
needs becomes critical. In this case, addressing the car theft increase would be favorable for
business growth and expansion. At the same time, the company is that of providing high-quality
products and services that are technologically driven and customer-centric to meet the needs of
the business. Given the product’s value-added features where the company liaises with car
makers to created safety to different car parts and in the form of any missing and essential
elements in the automobile, more value is designed to consumers as it is expected from the
firm’s mission. It also aligns with the recent change in the firm’s mission of being customer
oriented. Therefore, the mission, vision, and values would not be affected by the existence of the
product. Operations would be more accessible, and absorption to the normal business process
would be fast as well.
ASSIGNMENT 2: NEW VENTURE LAUNCH PLAN
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The new product is complementary to the existing portfolio that is also technological
products and services. It increases the diversity of use and giving the firm an upper hand to focus
on various technical aspects. Variety ensures that the revenue flow of income is constant and the
company is secured from failure in one product line (Fosfuri, Giarratana, & Roca, 2016). For
instance, if one product line fails to reach its target income, income would be complimented
from another product or service line. At the same time, revenue generated from one product line
might be used in the development of another. This means that the revenue generated from the
sales of all products and provision of services is often pooled together and reallocated
accordingly (Deligianni, Voudouris, & Lioukas, 2017). After all, the development of the antitheft car software was funded by revenue from other revenue streams from different product
lines.
Given the widespread existence of numerous car alarm systems, the firm created the
uniqueness that would be difficult to imitate. Apart from using sophisticated technology in the
product’s design, the company collaborates with car manufacturers to link the assembled parts
with the company’s anti-theft software. This would not only enable car owners to know when
their property is being vandalized but also something is missing or needs to be replaced.
Venturing into the car security market increases the possibilities of new customers being willing
to get value for the product. Nonetheless, the marketing department will carry out intensive
product promotion methods that would raise awareness among consumers to gain more
customers.
Team and Skillsets
The IT department will be on the front line in designing the software. However, every
employee will be involved in the process of fully adopting the product in the firm and the
ASSIGNMENT 2: NEW VENTURE LAUNCH PLAN
5
market. For instance, the marketing department would be in charge of promoting the product
while the finance team focuses on the funding and allocation part. Every employee will play their
routine work in ensuring that the product is a success. In the same regard, the managers will
oversee the product’s completion and adaption in the market. The outcome would be launched
by the HR department who is in charge of communication while the public relations officers
introduce the product into the market. Since the company is IT-based, there would be no need to
source for external expertise. The availability of the required talent and skillset will be costsaving as opposed to hiring external help or other new employees.
Financials
Historical and 2016
2017
2018
2019
2020
2021
Forecast
(000)
Revenue
3,718,000
5,120,000
7,080,000
8,000,000
8,500,000
9,000,000
Cost of goods
1,780,000
1,300,000
900,000
1,880,000
800,000
800,000
1,938,000
3,820,000
6,180,000
6,120,000
7,700,000
8,200,000
Marketing
250,000
150,000
80,000
300,000
180,000
99,000
General and
300,000
280,000
150,000
400,000
300,000
100,000
sold
Gross Profit
Expenses
administrative
ASSIGNMENT 2: NEW VENTURE LAUNCH PLAN
Depreciation
6
100,000
100,000
100,000
100,000
100,000
100,000
200,000
200,000
100,000
150,000
100,000
50,000
850,000
730,000
430,000
950,000
680,000
349,000
1,088,000
3,090,000
5,750,000
5,170,000
7,020,000
7,851,000
500,000
500,000
500,000
500,000
500,000
500,000
588,000
2,590,000
5,250,000
4,670,000
6,520,000
7,351,000
and
amortization
Interest
Total
expenses
Earnings
before tax
Taxes
Net earnings
From the above, the initial costs of goods sold were higher before they began declining
due to the elimination of upfront costs and increased efficiency. This is also projected in 2019
due to product development and launch that is expected first to be costly before the costs decline.
The cost is projected to decrease from 1.8 billion to 800 million due to the expectation of the
widespread acceptance of the software. When more people purchase the product, there will be
reductions in individual costs such as marketing, since consumers will be fully aware of the
product (Barr & McClellan, 2018). Therefore, revenue is expected to increase from year to year
due to the customer-centric approach that is focused on meeting the needs of consumers.
ASSIGNMENT 2: NEW VENTURE LAUNCH PLAN
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Conclusion
The nature of the legal business structure of the Limited Liability Company is expected to
be less costly and tedious unlike the operations in corporations. At the same time, increased
productivity from the involvement of employees and the availability of the required team and
skill sets lowers the overall cost of implementation. The lunch is, therefore, expected to be
successful and less costly as opposed to other product launches.
ASSIGNMENT 2: NEW VENTURE LAUNCH PLAN
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References
Barr, M. J., & McClellan, G. S. (2018). Budgets and financial management in higher education.
John Wiley & Sons.
Deligianni, I., Voudouris, I., & Lioukas, S. (2017). Do effectuation processes shape the
relationship between product diversification and performance in new
ventures?. Entrepreneurship Theory and Practice, 41(3), 349-377.
Fosfuri, A., Giarratana, M. S., & Roca, E. (2016). Social business hybrids: Demand externalities,
competitive advantage, and growth through diversification. Organization Science, 27(5),
1275-1289.
Jelsma, P. L., & Nollkamper, P. E. (2017). The limited liability company. LexisNexis.

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