Enterprenuership presentation and slides

CHAPTER ONE
THE NATURE OF
ENTREPRENEURSHIP
10/8/2024 Entrepreneurship Ch 1 -1

1.1 INTRODUCTION
➢ The word ‘entrepreneur Is originated from a
French word, entreprender, was considered as an
individual commissioned to undertake a particular
commercial project.
➢ Entrepreneur is someone who undertakes certain
projects.
➢ Entrepreneurship is then what the entrepreneur
does.
➢ Entrepreneurial is an adjective describing how
the entrepreneur undertakes what he or she
does.
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Con’t…
✓ In 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 products or service
was considered as entrepreneur.
✓ In the 18th Century the first theory of
entrepreneur has been developed by Richard
Cantillon and He said that an entrepreneur is
a risk taker.
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Con’t…
✓ The other development during the 18th Century
is the differentiation of the entrepreneurial
role from capital providing role.
✓ In the late 19th and early 20th century, the
entrepreneur was defined as one who
organizes and operates an enterprise for
personal gain.
✓ In the middle of the 20th Century, the notion
of an entrepreneur as an inventor was
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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1.3 Definitions of Entrepreneurship and Entrepreneur
➢ Entrepreneurship is a process of identifying
opportunities and investing the resources to exploit it
for a profit.
➢ Is the processes through which individuals become
aware of business ownership, then develop ideas for,
and initiate a business.
➢ Entrepreneurship is a 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 the art of identifying viable
business opportunities and mobilizing resources to
convert those opportunities into a successful enterprise
through creativity, innovation, risk taking and
progressive imagination.
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Con’t…
It refers to an individual’s: ability to turn ideas
into action involving and engaging in socially-useful
wealth creation through application of innovative
thinking and execution to meet consumer needs,
using one’s own labor, time and ideas.
❖In General, the process of entrepreneurship
includes five critical elements. i.e:
▪ The ability to perceive an opportunity.
▪ The ability to commercialize the perceived
opportunity i.e. innovation
▪ The ability to pursue it on a sustainable basis.
▪ The ability to pursue it through systematic means.
▪ The acceptance of risk or failure.
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Definition of Entrepreneur from different
perspectives i.e. from the economist, psychologist and capitalist
philosopher’s point of view.
• To an economist, one who brings resource, labor, materials,
and other assets into combination that makes their value
greater than before.
• To a psychologist, 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.
• For capitalist philosopher, one who creates wealth for
others, 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.
• All entrepreneurs are business persons, but not all business
persons are entrepreneurs.
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1.4 Types of Entrepreneurs
▪ The individual entrepreneur: is someone who
started; acquired or franchised his/her own
independent organization.
▪ Intrapreneur: is a person who does entrepreneurial
work within large organization.
▪ The Entrepreneurial Organization: An organization
that create an environment in which all of its
members can contribute in some function to the
entrepreneurial function.
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1.5 Role of Entrepreneurs in Economic Development
▪ Improvement in per capita Income/Wealth
Generation
▪ Generation of Employment Opportunities
▪ Inspire others towards Entrepreneurship
▪ Balanced Regional Development
▪ Enhance the Number of Enterprise
▪ Provide Diversity in Firms
▪ Economic Independence
▪ Combine Economic factors
▪ Provide Market efficiency
▪ Accepting Risk
▪ Maximize Investor’s Return
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1.6 Entrepreneurial Competence and Environment
1.6.1 Entrepreneurial Mindset
1.6.1.1 Who Becomes an Entrepreneur?
• The Young Professional
• The Inventor
• The Excluded
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1.6.1.2 Qualities of an Entrepreneur
To be successful, an entrepreneur should have the
following qualities:
▪ Opportunity-seeking
▪ Persevering
▪ Risk Taking
▪ Demanding for efficiency and quality
▪ Information-seeking
▪ Goal Setting
▪ Planning
▪ Persuasion and networking
▪ Building self-confidence
▪ Listening to others
▪ Demonstrating leadership
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1.6.1.3 Entrepreneurial Skills
▪ General Management Skills: are skills
required to organize the physical & financial
resources needed to run the venture. i.e:
▪ Strategy Skills
▪ Planning Skills
▪ Marketing Skills
▪ Financial Skills
▪ Project Management Skills
▪ Time Management Skills
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▪ People Management Skills
▪ Communication Skills
▪ Leadership Skills
▪ Motivation Skills
▪ Delegation Skills
▪ Negotiation Skills
• 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.
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1.6.1.4 The Entrepreneurial Tasks
▪ Owning Organizations
▪ Founding New Organizations
▪ Bringing Innovations to Market
▪ Identification of Market Opportunity
▪ Application of Expertise
▪ Provision of leadership
▪ The entrepreneur as manager
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1.6.1.5 Wealth of the Entrepreneur
Wealth is money and anything that money can buy.
Who Benefits from the entrepreneur’s Wealth?
▪ Employees:
▪ Investors: stockholders/lenders.
▪ Suppliers
▪ Customers
▪ The local community
▪ Government
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1.6.2 Entrepreneurship and Environment
1.6.2.1 Phases of Business Environment
Business environment may be classified into two broad
categories; namely external and internal environment.
External Environment
▪ Economic Environment
▪ Legal Environment
▪ Political Environment
▪ Socio-Cultural Environment
▪ Demographic Environment
Internal Environment;
▪ Raw Material
▪ Production/Operation
▪ Finance
▪ Human Resource
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1.6.2.2 Environmental Factors Affecting Entrepreneurship
Environmental factors which hinder
entrepreneurial growth are;
• Sudden changes in Government policy.
• Sudden political upsurge.
• Outbreak of war or regional conflicts.
• Political instability or hostile Government
attitude towards industry.
• Excessive corruption among Government
agencies.
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con’t…
• 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.
• Entrepreneurship is environmentally
determined.
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1.7 Creativity, Innovation and Entrepreneurship
1.7.1 Creativity; is a process of assembling ideas
by recombining elements already known but wrongly
assumed to be unrelated to each other.
key elements of this definition;
• Process: implies that, it is more likely a skill than
an attitude, and that you can get better at it
with practice.
• Ideas: creativity results in ideas that have
potential value.
• Recombining: the creative process is one of
putting things together in unexpected ways.
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1.7.1.1 Steps in the Creative Process
Step 1: Opportunity or problem Recognition; A
person discovers that a new opportunity exists or a problem
needs resolution.
Step 2: Immersion; the individual concentrates on the
problem and becomes immersed in it.
Step 3: Incubation; a person does not appear to be
working on the problem actively; however, the subconscious
mind is still engaged.
Step 4: Insight; the problem-conquering solution flashes
into the person’s mind at an unexpected time, such as on the
verge of sleep, during a shower, or while running. Insight is
also called the Aha! Experience.
Step 5: Verification and Application; the individual
sets out to prove that the creative solution has merit.
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1.7.1.2 Barriers to Creativity
There are a numerous barriers to creativity, i.e.
✓ Searching for the one ‘right’ answer
✓ Focusing on being logical
✓ Blindly following the rules
✓ Constantly being practical
✓ Viewing play as frivolous
✓ Becoming overly specialized
✓ Avoiding Ambiguity
✓ Fearing looking Foolish
✓ Fearing mistakes and failure
✓ Believing that ‘I’m not creative
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1.7. 2 Innovation
✓ Innovation is the implementation of new idea at
the individual, group or organizational level.
✓ It is a process of intentional change made to rate
value by meeting opportunity and seeking advantage
❖ Types of Innovation; there are 4 types of
innovation.
1. Invention - the creation of a new product,
service or process
2. Extension - the expansion of a product, service
or process
3. Duplication - replication of already existing
product, service or process
4. Synthesis - the combination of existing concepts
and factors into a new formulation.
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1.7.2.1 The Innovation Process
• Analytical planning: carefully identifying the
product or service features, design as well as
the resources that will be needed.
• Resources organization: obtaining the
required resources, materials, technology, human
or capital resources
• Implementation: applying the resources in
order to accomplish the plans
• Commercial application: the provision of
values to customers, reward employees and
satisfy the stakeholders.
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1.7.2.2 Areas of Innovation
✓ New product
✓ New Services
✓ New Production Techniques
✓ New Way of Delivering the Product or Service to
the Customer
✓ New Operating Practices
✓ New Means of Informing the Customer about the
Product
✓ New Means of Managing Relationship within the
Organization
✓ New Ways of Managing Relationships between
Organizations
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1.7.3 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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Con’t…
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CHAPTER TWO
BUSINESS PLANNING
10/8/2024 SM Ch 1 -28

2.1 INTRODUCTION
❖ To start / expand any type of business
needs to work on opportunity
identification and evaluation, business idea
development and then prepare business
plan.
❖ Lack of doing these are the most often
cited reasons for business failure.

2.2 Opportunity Identification and Evaluation
There are five main steps;
1. Getting the idea/scanning the environment
2. Identifying the opportunity
3. Developing the opportunity
▪ Timely adaptation of that opportunity to suit
actual market need is key to new venture
success. It involves combining resources to
pursue a market opportunity identified.
4. Evaluating the opportunity
▪ assess whether the specific product or
service has the returns needed for the
resources required.
5. Assessment of the Entrepreneurial Team

2.3 Business Idea Development
A business idea is a short and precise
description of the basic operation of an
intended business.
Types of Business Idea
• Old Idea –an individual copies an existing
business idea from someone.
• Old Idea with Modification – the person
accepts an old idea from someone and then
modifies it in some way to fit a potential
customer’s demand.
• A New Idea – This one involves the invention
of something new for the first time

2.4 Business Idea Identification
You need to have a clear idea of the sort of business you
want to run & identify promising business idea among
others. Important questions to answer are
▪ Which need will your business fulfill for the
customers and what kind of customers will you
attract?
▪ What good or service will your business sell?
▪ How is your business going to sell its goods or
services?
▪ How much will your business depend upon and
impact the environment?

2.5 Methods for Generating Business Ideas
1. Learn from successful business owners
2. Draw From Experience
i. Your own Experience
ii. Other People’s Experience
3. Survey Your Local Business Area
4. Scanning Your Environment
i. Natural Resources
ii. Characteristics and Skills of People in the Local Community
iii. Waste Products
iv. Import Substitution
v. Publications
vi. Trade Fairs and Exhibitions

Con’t…
5. Brainstorming
▪ 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.
6. Structured Brainstorming
▪ 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.
7. Focus Group
▪ Focus group is a group of individuals providing information on a
structured format which is led by moderators. It is
characterized by an open and in depth discussion: rather than
simply asking questions to solicit student response.
8. Problem Inventory Analysis
9. Free Association
10.Forced Relationships
11.Attribute Listing

2.6 Business Idea Screening
Idea screening is the process to spot good ideas and
eliminate poor one.
i. Macro screening:
▪ Are my own competencies sufficient?
▪ Can I finance it to a large extent with my own equity?
▪ Will people buy my product/service (i.e. is it needed
and can people afford it)?
ii. Micro Screening:
▪ Solvent demand
▪ Availability of raw materials
▪ Availability of personal skills
▪ Availability of financial resources

iii. Scoring the Suitability of Business Idea
▪ When there are more than one possible business
ideas and one needs to decide which one to follow, we
use score business ideas (e.g., BI1, BI2, BI3) by
assigning a rating from 1 to 3 for each question, with
3 being the strongest.
▪ After we score the ideas we sum the total and select
the idea with the highest score.
(please refer to your handout page 52)

Con’t…
▪ While you answer the above questions, there
are four important groups that you should
talk to:
▪ Potential customers
▪ Competitors, suppliers and entities with
financial resources
▪ Financial institutions
▪ Key informants and opinion leaders

THE CONCEPT STATEMENT
(Concept Note)
• A Concept Statement is a short statement that
sums up your ideas.
• Communicates the entrepreneur’s vision.
• It is a few sentences/paragraphs long, should not
exceed two pages.
BUSINESS MODEL
• It is the conceptual structure supporting the
viability of a business, including its purpose, its
goals and its ongoing plans for achieving them.
• Identifies sources of revenue, the intended
customer base, products, details of financing….

2.7 Concept of Business Plan
• A business plan is a road map for starting and
running a business.
• A business plan identifies opportunities, scans
the external and internal environment to assess
the feasibility of business and allocates
resources in the best possible way.
• It is the blueprint of the step-by-step
procedure that would be followed to convert a
business idea into a successful business
venture.

The objectives of a Business Plan
▪ Gives direction to the vision formulated by
entrepreneur.
▪ Objectively evaluate the prospects of
business.
▪ Monitor the progress after implementing
the plan.
▪ Persuade others to join the business.
▪ Seek loans from financial institutions.
▪ Visualize the concept in terms of market
availability, organizational, operational and
financial feasibility.
▪ Guide the entrepreneur in the actual
implementation of the plan.

▪ Identify the strengths and weakness of the
plan.
▪ Identify challenges in terms of
opportunities and threats.
▪ Clarify ideas and identify gaps in
management information about their
business, competitors and the market.
▪ Identify the resources that would be
required to implement the plan.
▪ Shows future prospects and projected
growths of the business venture.

2.8 Developing a Business Plan
2.8.1 Business Planning Process
The various steps involved in business planning
process are;
1. Preliminary Investigation
Before preparing the plan entrepreneur should:
▪ Review available business plans (if any).
▪ Draw key business assumptions on which the
plans will be based (e.g. inflation, exchange
rates, market growth, competitive pressures,
etc.).
▪ Scan the environment to assess the strengths,
weakness, opportunities and threats.
▪ Seek professional advice from a friend/relative
or a person who is already into similar business
(if any).

2. Opportunity Identification and Idea
Generation
3. Environmental Scanning
4. Feasibility Analysis
5. Report Preparation

2.8.2 Essential Components of Business Plan
I. Cover Sheet: Cover sheet is like the cover page of the book. It
mentions the name of the project, address of the headquarters and
name and address of the promoters.
II. Executive Summary: Executive summary is the first impression
about the business proposal.
▪ Highlight concisely and convincingly the key points in the
business plan
▪ Should stimulate the interest of the potential investor.
III. The Business: This will give details about the business concept.
▪ It will discuss the objective of the business, a brief history
about the past performance of the company
IV. Funding Requirement:
▪ Debt equity ratio should be prepared, which can give an
indication about how much finance would the company require
and how it would like to fund the project.
V. The Product or Services
▪ A brief description of product/services
▪ It includes the key features of the product, the product range
that would be provided to the customers and the advantages
that the product holds over and above the similar products/
substitute products available in the market.
▪ details about the patents, trademarks, copyrights, franchises,
and licensing agreements.

Con’t…
VI.The Plan:
1. Marketing Plan
▪ Marketing mix (4Ps) strategies are to be
drawn, based on the market research.
2. Operational Plan
▪ Gives information about (i) Plant location: (ii)
Plan for material requirements, inventory
management and quality control.
3. Organizational Plan
▪ Indicates the pattern of flow of
responsibilities and duties amongst people in
the organization (it provides details about the
manpower plan that would be required to put
life into the business)

4. Financial Plan
a. Projected Sales
b. Projected Income and Expenditure Statement
c. Projected Break Even Point
d. Projected Profit and Loss Statement
e. Projected Balance Sheet
f. Projected Cash Flows
g. Projected Funds Flow
h. Projected Ratios

VII.Critical Risks
▪ This can further give confidence to the
investors as they can calculate the risks
involved in the business from their
perspectives as well.
VIII.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.
IX.Appendix
▪ Provides information about the Curriculum
Vitae of the owners, Ownership Agreement and
the like.

CHAPTER THREE
BUSINESS FORMATION
10/8/2024 SM Ch 1 -50

3.2 The Concept of Small Business Development
▪ 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: Include number of employees and
startup capital and doesn’t always reflect
the true nature of an enterprise as
qualitative characteristics also used to
differentiate small business from other
business.
• The economic/control covers market share,
independence and personalized management.

Con’t…
• Micro and small enterprises (MSEs) play an
important role in both developed and
developing economies.
• Ethiopia is no exception and MSEs could
occupy a prominent position in the
development of the Ethiopian economy.
• Less capital, enjoy quick returns and have
the flexibility to handle the vagaries
(change) of the market.
• , they have to face many problems like lack
of finance, poor operations management,
lack of experience, poor financial
management, etc,.

3.3 Forms of Business organizations
There are three basic legal forms of businesses.
▪ Proprietorship
▪ Partnership and
▪ Corporation

Description of Legal Forms of Business
• The legal forms are classified based on
• Ownership
• Liability
• Start-up costs
• Continuity
• Transferability of interest
• Capital requirements
• Management control
• Distribution of profits or losses
• Attractiveness for raising capital.

3.4 Definition and Role/Importance of SMEs in
Developing Countries
3.4.1 Definition of MSEs
1. Size Criteria approaches
▪ Though the criteria used to measure the size
(scale of operation) of businesses vary.
▪ The most widely used yardsticks are;
▪ The number of employees
▪ Volume, and value of sales turnover
▪ Asset size, and volume of deposits
▪ Total capital investment
▪ Volume/value of production, and
▪ A combination of the stated factors

Con’t…
▪ The general criteria are suggested by Small
Business Administration (SBA).
▪ Owned and financed by one individual or a small
group/ 15 or 20 owners in a rare case/.
▪ The firm’s operations are geographically
localized.
▪ The business is small Compared to the biggest
firms in the industry
▪ The number of employees in the business is
usually fewer than 100.

2. Economic/control criteria approach.
Covers four characteristics :
▪ Small market share: it is not large enough
and unable to influence the prices of
national quantities of goods sold to any
significant extent.
▪ Independence: ,the owner control the
business himself/herself.
▪ Personalized Management: little delegation/
the owner actively participates in all aspects
of the management of the business
▪ Limited geographical area of operation; The
operation of a small firm is often local.

3.4.2 Role/Importance of MSEs in Developing Countries
(Reading Assignment)
▪ Large Employment Opportunities:
▪ Balanced Regional Development/ Removing
Regional Imbalance
▪ Equitable Distribution of Wealth and
Decentralization of Economic Power
▪ Unregulated Growth of Large-scale industries
▪ Dispersal over Wide Areas
▪ Higher Standard of Living
▪ Mobilization of Locals Resources/Symbols of
National Identity

Con’t…
▪ Innovative and Productive /Simple Technology
▪ Less Dependence on Foreign Capital/ Export
Promotion
▪ Promotion of Self Employment
▪ Protection of Environment
▪ Shorter Gestation Period
▪ Facilitate Development of Large Scale Enterprises
▪ Individual Tastes, Fashions, and Personalized
Services
▪ More Employment Creation Capacity

3.5 Setting up Small Scale Business
The entrepreneurial process of launching a new venture can be
divided into three key stages of: Discovery; Evaluation; and
Implementation. These can be further sub-divided into seven steps
as shown below:

Environmental Analysis
▪ For an analysis of the environment of
entrepreneurship you would be required to
develop an understanding of macroeconomic
and industry/sector specific factors.
▪ Macro Environment
▪ Consists of the political, technological, social,
legal and economic environments.
▪ Sectoral Analysis
▪ Study the sector or industry conditions in
which the entrepreneur proposes to launch a
venture.

SWOT Analysis
• A SWOT analysis helps the entrepreneur
to clearly identify his/her own strengths
and weaknesses as well as the
opportunities and threats in the
environment.

con’t…
Macro
Environmental Analysis
Sectoral Analysis
SWOT Analysis
Product/Service
Fig 3.2 Hierarchical Environmental Analysis

3.6 Small Business Failure and Success Factors
3.6.1 Small Business Failure Factors
What Is Business Failure?
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).

Causes of Business Failure
✓The most common causes are inadequate
management and financing.
I. Inadequate Management;
• 89 % of failure of the businesses is
internal factors (controllable factors)
▪ Adequate capital
▪ Cash flow
▪ Facilities/equipment
▪ Inventory control
▪ Human resources
▪ Leadership
▪ Organizational structure
▪ Accounting systems

II.Inadequate Financing:
▪ Includes improper managerial control as
well as shortage of capital.
▪ You don’t have adequate funds to begin
with, you will not be able to afford the
facilities or personnel you need to start up
the business correctly.
▪ You do possess adequate capital but do not
manage your resources wisely, you may be
unable to maintain adequate inventory or
keep the balance needed to run the
business.

Con’t…
▪ In General, There are various causes of
failure ;
▪ Extend too
▪ Much credit
▪ Fail to plan for the future
▪ Overinvest in fixed assets
▪ Hire the wrong people.

Business Termination VS Failure
• A termination occurs when a business no
longer exists for reasons of getting
opportunity to sell for a profit, to move
on to a new business , to retire, or lost
interest in the business.
• If market for product have changed or
become saturated, owner decided it would
be more appealing to work for someone
else.
• A business failure occurs when a business
closes with a financial loss to a creditor.

Mistakes Leading to Business Failure
The most common mistakes are;
▪ Neglect to plan for the future
▪ Lack of commitment and hard work
▪ No delegation/ not hiring additional
employees
▪ Inaccurate estimates of cash flow and
capital requirements.

3.6.2 Small Business Success Factors
• Identifying failure factors can discover
ways to tilt the scales towards success.
These success factors are categorized
as:-
i. Conducive Environment;
ii. Adequate Credit Assistance;
iii. Markets and Marketing Support.
i. Conducive Environment
▪ Political, economic, technological and
socio-cultural factors

ii. Adequate Credit Assistance
▪ Adequate and timely supply of credit
▪ Special financing programs such as lower interest
rates; less collateral requirements and lower
equity ratio;
▪ Various assistance schemes such as preparing the
project study; etc.
iii.Markets and Marketing Support
▪ Small enterprises can sell their products as one
body through closely-knit associations or
organizations.
▪ The government assist small groups of
entrepreneurs in selling their products.

Table 3.2. Improved definition of MSE
Level of
Enterprise
Sector Human Power Total Asset
Micro Enterprise
Industry ≤5 Br ≤100,000
Service ≤5 Br ≤50,000
Small Enterprise
Industry 6-30 Br ≤1,500,000
Service 6-30 Br ≤500,000

• Priority Sectors and Sub-Sectors for
MSEs Engagement In Ethiopia
▪ Manufacturing Sector
▪ Construction Sectors
▪ Trade Sectors
▪ Service Sectors
▪ Agriculture Sector (Urban Agriculture)

Levels of MSEs in Ethiopia
• Start-up
• Growth Level
• Maturity Level
• Growth- Medium Level

3.8 Main Supporting Packages for MSEs
Development in Ethiopia
(Reading Assignment)
In Ethiopia supporting packages for MSEs includes;
• 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; industry extinction
services and BDS provision;
• Bookkeeping and audit services.

3.9 Problems of Small Scale Business in Ethiopia
• Small-scale businesses have not been able to
contribute substantially to the economic
development, particularly because of
financial, production, and marketing
problems.
• 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.
• Small-scale units do not have easy access to
the capital because they mostly organized
on proprietary and partnership basis and are
of very small size.

Con’t…
• Small scale enterprises find it difficult to get
raw materials of good quality at reasonable
prices in the field of production.
• Furthermore, the techniques of production,
which the enterprises have adopted, are
usually outdated. Because of their poor
financial position they are not able to buy new
equipment, consequently their productivity
suffers.
• How ever, Small business’s owner can avoid
some of the common by knowing the business
in depth; developing a solid business plan;
managing financial resources; understanding
financial statements; and learning to manage
people effectively.

3.10 Organizational Structure and
Entrepreneurial Team Formation
3.10.1 Introduction
• We can perceive from the experiences of companies the
importance of employees and their loyalty and commitment
to the organization. Also significant to potential investors
is the management team and its ability and commitment to
the new venture.
• Investors will usually demand that the management team
not attempt to operate the business as a sideline or part-
time venture while employed full time elsewhere. It is
assumed that the management team is prepared to
operate the business full time and at a modest salary. It is
unacceptable for the entrepreneurs to try to draw a large
salary out of the new venture, and investors may perceive
any attempt to do so as a lack of psychological
commitment to the business.

3.10.2 Designing the Organization
❖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. These expectations are grouped
into five areas:-
• Organization structure
• Planning, measurement, and evaluation
schemes
• Rewards
• Selection criteria
• Training

3.9.3 Building the Management Team and 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 that
will maintain profitability.

Con’t…
• Important considerations and strategies
in recruiting and assembling an effective
team and creating an effective and
positive organization culture.
1. The entrepreneur’s desired culture must
match the business strategy outlined in the
business plan.
2. The leader of the organization must create
a workplace where employees are motivated
and rewarded for good work.
3. The entrepreneur should be flexible enough
to try different things.

Con’t…
4. It is necessary to spend extra time in
the hiring process.
5. The entrepreneur needs to understand
the significance of leadership in the
organization.
Generally, finding the most effective team
and creating a positive organization
culture is a challenge for the
entrepreneur but is just as critical as
having an innovative, marketable product.
It is an important ingredient in an
organization’s success.

CHAPTER FOUR
PRODUCTS OR SERVICES
DEVELOPMENT
10/8/2024 SM Ch 1 -86

4.1 INTRODUCTION
• Product/service development is the process of
bringing a new product or service in the market
• It's an ongoing practice in which the entire
business is looking for opportunities as new
products provide growth promise to businesses that
allow them to strengthen their market position.
▪ The new product development process involves
the;
▪ Idea generation
▪ Product design
▪ Detail engineering
▪ Involves market research and marketing analysis.

4.2. The Concept of Product/Service
• 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.
8 October 2024 Sample Slide 88

4.3 Product/Service Development Process
• Product development is the process through
which companies react to market signals,
respond to changes in customer demand,
adopt new technologies, foray into new areas,
and ensure continuous growth.
1. New Idea Generation
▪ Develop an idea that has a market for the new
product/service idea conceived
▪ Some of the more fruitful sources of ideas for
entrepreneurs include consumers, existing
products and services, distribution channels, the
federal government, and research and
development.

2. Idea screening
▪ Lessen the number of ideas to few
vital/valuable ideas.
▪ The ideas should be written down and
reviewed each week by an idea
committee who should sort the ideas
into three groups - Promising Ideas,
Marginal Ideas, and Rejects:
▪ Each promising idea should be
researched by committee member.

3. Concept Development and Testing
➢ Attractive ideas must be refined into fast able
product concepts since people do not purchase
ideas but they buy concepts.
➢ Any product idea can be turned into several
product concepts. The questions asked probably
include:-
• Who will use the product?
• What benefits should the product provide?
• When will people consume the produced?
➢ Concept Testing: - calls for testing product
concepts with an appropriate group of target
consumers/customers, and then getting the
consumers’ reactions.

4. Marketing Strategy Development
▪ After testing the new product the
concerned body must develop a
preliminary marketing strategy plan
for introducing the new product into
the market.
▪ The marketing strategy plan consists
of three parts:
1) Market size, structure, behavior ;
2) Planned price, distribution strategy, and
marketing budget of the 1 st year; and
3) Long run sales and profit goals,
marketing mix strategy.

4. Business Analysis
▪ After management develops product concept
and marketing strategy, it can evaluate the
proposals’ business attractiveness.
▪ Management needs to prepare sales, cost and
profit projections to determine whether they
satisfy the company's objective or not.
▪ Estimated Total Sales: - Management needs to
estimate whether sales will be high enough to yield
satisfactory profit.
▪ Estimating Cost and Profits: - After sales
forecast the management should estimate the
expected cost and profit at various levels of sales
volume.

6. Product Development
• If product concept passes the business
test, it moves to R&D or engineering to be
developed to one or more physical version of
the product concept
• Its goal is to find a proto type that the
consumers/customers see as embodying the
key attribute described in the product
concept statement,

7. Market Testing
• After management is satisfied with the
products’ functional and psychological
performance, the product is ready to be
dressed up with the brand name.
• The goals are to test the new product is
more authentic consumer/customer
settings and to learn how large the
market is and how consumers/customers
and dealers react to handling, using and
repurchasing the actual product.

8.Commercialization
• When (Timing):- In commercializing, market entry timing is
critical. If the company hears about a competitor nearing the
end of its development work, it will face three choices.
✓ The 1st choice is First Entry. Under this category, the firm
usually enjoys the "first mover advantage" of locking up key
distributors & gaining reputation.
✓ The 2nd choice goes with Late Entry Strategy- which has
three advantages include:-
▪ The competition will have borne the cost of educating the
market;
▪ The competing product may reveal fault that the late entrant
can avoid; and
▪ The company can learn the size of the market.
✓ The 3rd strategy- Parallel Entry- can be also chosen by the
company to get in the market.
▪ The strategy to work, a prospective businessman can take the
advantage of opting for the latest technology and production
process and operate at higher volume of operation

4.4. Legal and Regulatory Frameworks
for Entrepreneurs
▪ 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.
Following are the key legal issues for the entrepreneur.
▪ In setting up an organization, it will be necessary to
understand all the advantages and disadvantages of each
regarding such issues as liability, taxes, continuity,
transferability of interest, costs of setting up, and
attractiveness for raising capital. Legal advice for these
agreements is necessary to ensure that the most appropriate
decisions have been made.

4.5 Intellectual Property Protection/Product/Service
Protection
4.5.1 What is 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.

4.5.2. Patents
• An entrepreneur who invents a new thing or improves
an existing invention needs to get legal protection for
her invention through a patent right.
• A patent is a contract between an inventor and the
government in which the government, in exchange for
disclosure of the invention, grants the inventor the
exclusive right to enjoy the benefits resulting' from
the possession of the patent.
• A patent provides the owner with exclusive rights to
hold, transfer, and license the production and sale of
a product/process.

Cont’d
❑Utility Patent: A utility patent protects any new
invention or functional improvements on
existing inventions.
❑Design Patent: This patent protects the
appearance of an object and covers new,
original, ornamental, and unobvious designs for
articles of manufacture.
✓ Like utility patents, design patents provide the
inventor with-exclusive right to make, use
and/or sell an item having the ornamental
appearance protected by the patent

4.5.3. Trademarks
• A trademark may be a word, symbol,
design, or some combination of such, or it
could be a slogan or even a particular sound
that identifies the source or sponsorship
of certain goods or services.
• These are distinctive names, marks,
symbols or motto identified with a
company’s product or service and
registered by government offices

Benefits of a Registered Trademark
It provides notice to everyone that you have exclusive
rights to the use of the mark throughout the territorial limits
of the country.
It entitles you to sue in federal court for trademark
infringement, which can result in recovery of profits,
damages, and costs.
It establishes incontestable rights regarding the
commercial use of the mark.
It establishes the right to deposit registration with customs
to prevent importation of goods with a similar mark.

• Copyright is a right given to prevent others from
printing, copying, or publishing any original works of
authorship.
• Copyrights provide exclusive rights to creative
individuals for the protection of literary or artistic
productions.
• It protects original works of authorship including
literary, dramatic, musical, and artistic works, such
as poetry, novels, movies, songs, computer
software, and architecture.
• They pertain to intellectual property. Usually
copyrights are valid for the life of the inventor
plus a few decades.
4.5.4. Copyrights

CHAPTER FIVE
MARKETING
10/8/2024 SM Ch 1 -105

5.1 INTRODUCTION
5.2 Meaning and Definitions of Marketing
• Philip Kotler-“Marketing is a societal process by which
individuals and groups obtain what they need and want
through creating, offering and freely exchanging products
and services of value with others”
• American Marketing Association - “It is the process of
planning & executing the conception, pricing, promotion &
distribution of ideas, goods & services to create exchange
that satisfy individual & organizational goals”.
• The Chartered Institute of Marketing defines Marketing
as “Marketing is the management process for identifying,
anticipating & satisfying customer requirements
profitably.”
106

• Marketing as a social and managerial
process by which individuals and groups
obtain what they need and want through
creating and exchanging products and value
with others.
107

5.3 Core Concepts of Marketing
5.3.1 Needs, Wants and Demand
• Needs , wants and demands
• Marketing offering- products and service,
experience
• Value, satisfaction and quality
• Exchange, transactions and relationships; and
• markets.
108

Needs, wants and demands
Human needs are states of felt deprivation
(deficiency).
– basic physical needs for food, clothing, warmth and safety
– social needs for belonging and affection; and
– individual needs for knowledge and self-expression.
These needs were not created by marketers; they are
a basic part of the human make up (structure).
Wants are the form human needs take as they are
shaped by culture and individual personality.
• Wants are shaped by one’s society and are described
in terms of objects that will satisfy needs.
109

Demands – When wants backed by an ability and
willingness to pay – that is, buying power.
Product: Anything that can be offered to a market to
satisfy a need or want/can be tangible or intangible.
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.
110

Costs Benefits
Value : Customer value is the difference between the
values the customer gains from owning and using a product
and the costs of obtaining the product.
2-6

A transaction: consists of a trading of values
between two parties: one party gives X to
another party and gets Y in return.
A market: is the set of actual and potential
buyers of a product.
112

5.4 Importance of Marketing
1. Marketing creates utility
• Utility- Value that comes from satisfying
human needs.
• Form utility- is related to the change of
form of inputs convert in to outputs.
• Task utility- is provided when some one
performs a task for some one else
• Place utility- the role of distribution in
marketing is mostly attached with place
utility 113

Con’t
Information Utility: Information utility is
created by informing prospective buyers
that a product exists.
• Time utility- it is created when products are
available to customers as they want them.
• Possession utility- as selling is one major
activity in marketing it creates possession
utility by selling the products to the
customers (transfer of ownership)
114

5.5 Marketing Philosophies
The role that marketing plays within a company varies
according to the overall strategy and philosophy of each firm.
❖ There are five alternative concepts under which
organizations conduct their marketing activities:
1. Production concept
2. Product concept
3. Selling concept
4. Marketing concept
5. Societal marketing concepts
6. Relationship Marketing
115

1. Production concept
• It is one of the oldest concept in business
• It holds that consumers prefer products
that are widely available and inexpensive.
• This concept is useful when:
– Demand for a product exceeds the supply
– When the product’s cost is to high and improve
the productivity in need to bring it down.
– In developing countries where consumers are
more interested in obtaining the product than its
features .
– When a company wants to expand its market.
116

2. Product concept
The philosophy that consumers will favor
products that offer the most quality,
performance, and innovative features.
• Thus an organization should devote energy to
making continuous product improvements
• This concept lead to marketing myopia (a
short sighted view of marketing, which
focuses on the product it self rather than
the customers benefits.
117

3.Selling concept
• The idea that consumers will not buy enough
of the organization’s products unless the
organization undertakes a large – scale
selling and promotion effort.
• Common features of this concept are;
– Typically practiced unsought goods( goods that
buyers do not think of buying like encyclopedia,
insurance
– The organization must be good at tracking down
prospects and selling them on product benefits
– Practiced when product is over capacity – aim is
to sell what they make rather than make what
the market wants. 118

2-11
4. Marketing concept
The marketing management philosophy that holds
that achieving organizational goals depends on
determining the needs and wants of target
markets and delivering the desired satisfactions
more effectively and efficiently than competitors
do.
The company should be more effective than its
competitors in creating, delivering and
communicating, customer value to its chosen target
market Features
Meeting needs profitably
Find wants and fill gaps
Love the customer not the product
This concept has target market, customer needs,
integrated marketing, and profitability
Exhibit 2-7
119

2-12
Exhibit 2-8
❖Difference b/n selling and marketing
concepts
Selling – focuses on needs of sellers, Inside-
out perspective (focuses on existing
products and uses heavy promotion and
selling efforts),
Marketing – out side –in perspective
(focuses on customer needs, values, and
satisfaction),
120

5. Societal Marketing Concept
The idea that the organization should determine the
needs, wants, and interests of target markets and
deliver the desired satisfactions more effectively
and efficiently than competitors in a way that
maintains or improves the consumer’s and society’s
well – being.
This concept is new marketing management
philosophy
It addresses the question of whether the pure
marketing concept is adequate in age of
environmental problems, resource shortages, rapid
population growth, world wide economic problems,
neglected social services

possible conflicts b/n consumer short run wants and
consumer long run welfare. It calls upon
marketers to balance
company profit
customers wants
society’s interest
It asks if the firm that senses, serves, and
satisfies individual wants is always doing what
is best for consumers and society in the long
run.
This concept pure marketing concept over
looks possible conflicts b/n consumer short
run wants and consumer long run welfare.

6. Relationship Marketing
• Relationship marketing is the practice of
building long term satisfying relations with
key parties - customers, suppliers,
distributors- in order to retain their long
term preferences and business. The
ultimate outcome of relationship marketing
is the building of a unique company asset
called a marketing network. In this case,
customer experience rather than customer
satisfaction is the most critical component
in relationship marketing.

Table 5.2: Summary of the Evolution of Marketing
Production § Consumers favor products that are available and highly affordable
§ Improve production and distribution
§ ‘Availability and affordability is what the customer wants’
Product § Consumers favor products that offer the most quality, performance and innovative features
§ ‘A good product will sell itself’
Sales § Consumers will buy products only if the company promotes/ sells these products
§ ‘Creative advertising and selling will overcome consumers’ resistance and convince them to buy’
Marketing § Focuses on needs/ wants of target markets and delivering satisfaction better than competitors
§ ‘The consumer is king! Find a need and fill it’
Relationship
marketing
§ Focuses on needs/ wants of target markets and delivering superior value
§ ‘Long-term relationships with customers and other partners lead to success’

5.6 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 marketing information system is
illustrated as fig 5.1 below:

5.6.1 Marketing Research
Marketing research is the systematic way of setting
objective, collection , analysis, and dissemination of
information for the purpose of assisting management
in decision making.
5.6.1.1 The Role (Significance) Of
Marketing Research In Decision Making
There are three Functional Roles of Marketing
Research. These are:
Descriptive Function - the gathering and
presentation of statements of fact.
Diagnostic (analytical) Function - The
explanation of data.
Predictive Function - Specification of how to use
the descriptive and diagnostic research to predict

5.6.1.2 Marketing Research
Components
Marketing researchers deal with many aspects which
includes;
Market size
Market Share
Market penetration
Brand equity research
Buyer decision processes research

5.6.1.3 Customer Satisfaction Research
under this there are different types of
research that are used to assess about
customers.
1. Distribution channel audits
2. Marketing effectiveness and analytics
3. Mystery Consumer or Mystery shopping
4. Positioning research
5. Price elasticity testing
6. Sales forecasting
7. Segmentation research and Test marketing

5.6.1.4 Marketing Research Process
Is a process which consists of a number of steps to
be accomplished in a logical and systematic
manner.i.e.
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

5.6.2 Marketing Intelligence
Is the systematic process of gathering,
analyzing, supplying and applying information
(both qualitative and quantitative) about the
external market environment.
Marketing intelligence is used to determine:
Current and future market needs
Changes in the business environment that
may affect the size and nature of the market
in the future.
Environment that may affect the size and
nature of the market in the future.

5.6.2.1 The Importance of
Marketing Intelligence
a. It promote external focus.
b. Identification of new opportunities
c. Smart segmentation.
d. Early warning of competitor moves
e. Minimizing investment risks.
f. Quicker, more efficient and cost-
effective information

5.6.2.2 Ways to Undertake Marketing
Intelligence
I. Unfocused scanning
II. Semi-focused scanning
III. Informal search
IV. Formal search:

5.6.3 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.
5.6.3.1 Uses of Competitive Analysis
Helps management understand its competitive
advantages
Generates understanding of competitors’ past,
present and future strategies.
Provides an informed basis to develop strategies to
achieve competitive advantage in the future.
Helps to forecast the returns that may be made
from future investments.

Analysis
1) Identify your competitors
2) Gather information about
competitors
3) Gathering Information on
Competitors
4) Analysing the Competition

Strategies
5.7.1 The 4 P’s of Marketing/The Marketing
Mix
Is the set of marketing tools that the firm use’s to
pursue and achieve its marketing objectives in the
target market.
According to Mc Carthy marketing mix are 4p’s
1. Product (product variability, quality, design,
features, brand name, packaging, sizes, services,
warranties, returns)
2. Price (least price, discounts, allowances, payments
period, credit terms,)
3. promotion ( sales promotion, advertisements,
sales force, public relations, direct marketing)
4. place (channels, coverage, assortment, location,

5.7.2 What Is Marketing Strategy?
Is a process that enable an organization to concentrate
its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive
advantage.
1. Pricing Strategy
I. Price Skimming; Many companies that invent new
products initially set high prices to 'skim' revenues
from the market.
II. Penetration Pricing; Companies set a low initial
price in order to penetrate the market quickly and
deeply to attract a large number of buyers quickly and
win a large market share.

III. Cost-plus pricing: adding a standard mark-up to the
cost of the product.
IV. Mark-up pricing: certain percentage of the selling
price is added to unit cost
V.Competition-Based Pricing: Also called going-rate
pricing .May price at the same level, above,
or below the competition
VI. Psychological Pricing; A pricing approach that
considers the psychology of prices and not simply the
economics; the price is used to say something about the
product.

2. Promotion Strategies
1. Advertising; Paid form of non personal
communication, about an organization or its
products transmitted to a target audience
through a mass/broadcast medium.
2. Personal Selling
Personal selling is a promotional method in
which one party (e.g., salesperson) uses skills
and techniques for building personal
relationships with another party.

3. Public Relations/Publicity(PR),
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.
4. Sales promotion; Describes promotional
methods using special short-term techniques to
persuade members of a target market to respond or
undertake certain activity.

3. Distribution Strategies
Marketing Channels are
individuals/organizations involved in the
process of making the product available for
use or consumption by consumers.
Can be of two types;
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.

condition put into consideration to use
best distribution strategies are;
Company Factors: financial, human and
technological capabilities of a company to do its
business activities.
Market Characteristics: Geography, market
density, market size, target market
Product Attributes: perishability, value and
sophistication of the product
Environmental Forces: those forces that affect the
business like competition, technology and culture.

5.8.1 The Concept of Service
It is any act or performance that one party
can offer to another that is intangible and
does not result in the ownership of anything.
Distinctive features of services includes,
intangibility, inseparability, variability, and
perishability as opposed to goods.
Services are highly variable, because they
depend on who provides. Based on this concept,
service is characterized as; situational,
difficult to measure, subjective and influenced
by the service provider.

5.8.2 The Concept of Customer
Customer is a person or organization that buys
a product or service either for use or for
resale. Customers can be internal (e.g. member
of the organization) or external (customers
coming from outside).
A thorough understanding of the concept of
customer service enables organizations to
provide quality service by using proper service
management approaches.

5.8.3 Strategic Activities needed for Quality
Customer Service Delivery
Plants should identify important strategic activities to
ensure consistent, efficient and excellent customer
service delivery. i.e
1. Establishing a clear customer service strategy.
2. Ensuring that correct people are in place with
correct skills to deliver outstanding personal service.
3. Establishing clear service delivery processes.
4. Improving in terms of process improvement,
quality monitoring and recovery continuously.
5. Participatory Management.

5.8.4 Customer Handling and Satisfaction
Customer handling and satisfaction is a key for
successful and Managers and employees should work
hand-in-hand to improve their service delivery.
programs organizations.
Existing customers must be satisfied with the existing
service. As they are also means of potential customers.
The first most important principle here is not losing a
single customer.
Retaining existing customers, however, requires
systematic handling. You have to make customer
satisfaction your religion. Understand the importance
of satisfying existing customers.

Customer retention and satisfaction comes not from words, but
from putting time, effort, and money to satisfy customers.
Major reasons to lose customers are:
Poor service,
Poor quality and
Rude behaviour.
5.8.4.1 Considering Customers as an Invaluable Asset
The value of one customer is infinite, and you cannot possibly
calculate it.
This includes, sales to him in his lifetime as well as to
customers he generates for you through word of mouth.
This means, your most precious asset is your customer. But
We think of immediate profit and ignore the future profits
expected over the lifetime of the customer.

5.8.4.2 Reducing Customer Complaints
Every single complaint should be treated as an
opportunity to improve the quality of your products
and services. Research findings about
Customer satisfaction:
91% of customers who have complaints decide
never come back. But if resolved quickly, 82% of
them will return.
There is no investment like investment in customer
satisfaction.
Treat the cost of satisfying a customer as an
investment rather than as an expense.
You will get unmatched returns through referrals,
repeat purchases decreased operational costs and

5.8.4.3 Place Yourself in The Customer’s Shoes
You have the right to choose your customers but
not the luxury to compromise on your level of
service.
Get rid of the unwanted customer but do it with
tact. Part with the unwanted customer with a smile
and a handshake.
Place yourself in the customer’s shoes. ‘Do unto
your customer as you would have done unto you’.

CHAPTER SIX
Business Financing
10/8/2024 SM Ch 1 -151

6.1 INTRODUCTION
6.2 Financial Requirements
• 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
• 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 is used to finance the start - up costs
of an enterprise, or major developments
and expansions in its life - cycle.

• Ideally, permanent capital is only serviced
when the firm can afford it; investment in
equity is rewarded by dividends from
profits, or a capital gain when shares are
sold.
• It is not therefore a continual drain from
the cash flow of a company, such as a loan,
which needs interest and capital
repayments on a regular basis.
• Equity capital usually provides a stake in
the ownership of the business, and
therefore the investor accepts some
element of risk in that returns are not
automatic, but only made when the small
firm has generated surpluses.

2. Working Capital
• It is 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.
• Requirements for this kind of short-term
finance will vary considerably by business type.
For example, a manufacturer or small firm
selling to other businesses will have to offer
credit terms, and the resulting debtors will
need to be financed; the faster the growth, the
more the debtors, and the larger the financial
requirement.

3. Asset Finance
• It is 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. Plant, 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.

6.3 Sources of Financing
▪ To get financing for a new business,
entrepreneurs must explore every option
available.
▪ Four basic questions must be answered during
initial financial planning.
▪ What types of capital do I need in my new
business?
▪ How can I estimate the amounts needed?
▪ Where can I obtain the required funds?
▪ What should my financing proposal include?
▪ Broadly speaking there are two main sources of
finance
✓ Equity, i.e., ownership capital
✓Borrowed capital (debt)

6.3.1 Internal Sources (Equity capital)
• Equity capital is money given for a share of ownership
of the company.
• The investor shares in the profits of the venture, as
well as any disposition of assets on a prorate basis.
▪ Key factors favoring the use of one type of financing
over another are:
▪ Availability of funds
▪ The assets of the venture and
▪ The prevailing interest rates.
▪ Equity capital is not therefore a continual drain from
the cash flow of a company, such as a loan, which needs
interest payment.

1. Source of equity financing
• 1. Personal saving: The entrepreneur should contribute at least 50% of
the starting up capital.
• If an entrepreneur is not willing to risk his own money potential
investors are not likely to risk their money in the business either.
• 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. The entrepreneur is expected to describe the
opportunities and threats of the business.
• Friends and relatives who believe in you are more likely to invest in your
business than are strangers.
• 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 of raising large amounts of capital.
• 5. Angels: 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

• 6.3.2 External Sources (Debt capital)
• Debt financing is a financing method involving an
interest-bearing instrument, usually a loan.
• The payment of which is only indirectly related to the
sales and profits of the venture.
• Debt financing (also called asset-based financing)
requires that some asset (such as car, house, plant,
machine, or land) be used as collateral.
• requires the entrepreneurs to pay back the amount of
funds borrowed, plus a fee expressed in terms of the
interest rate.
• The entrepreneur needs to be careful that the debt
is not so large.

❑ Sources of debt financing
I. Commercial banks
• Are by far the most frequently used source for short term
debt by the entrepreneur.
• Banks focus on a company’s capacity to create positive cash flow
because they know that’s where the money to repay their loan
will come from.
• 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. The
five C’s are capital, capacity, collateral, character, and conditions.
1. Capital: A small business must have a stable capital base before a bank will grant a
loan.
2. Capacity: The bank must be convinced of the firm’s ability to meet its regular
financial
3. obligations and to repay the bank loan.
4. Collateral: The collateral includes any assets the owner pledges to the bank as
security for repayment of the loan.
5. 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.
6. Conditions: The conditions surrounding a loan request also affect the owner’s chance
of receiving funds. Banks consider the factors relating to the business opera tion such
as potential growth in the market, competition, location, and loan purpose.

• II) 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.
• III) Equipment Suppliers: Most equipment vendors
encourage business owners to purchase their equipment by
offering to finance the purchase.
• IV) Account receivable financing: It is a short term
financing that involves either the pledge of receivables as
collateral for a loan.
• V) 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.
• VI) 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 o f the
bond. Bonds have always been a popular source of debt
financing for large companies in the western world.

6.4 Lease Financing
• 6.4 Lease Financing
• 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 payment s. 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. Under
lease financing, lessee is given the right to use the
asset but the ownership lies with the lessor and at
the end of the lease contract, the asset is
returned to the lessor or an option is given to the
lessee either to purchase the asset or to renew the
lease agreement.

• 6.4.1 Types of Lease
• 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. Finance
lease and operating lease.
1) Finance Lease
• It is the lease where the lessor transfers
substantially all the risks and rewa rds of
ownership of assets to the lessee for lease
rentals.

• The following features can be derived for 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.

2) Operating Lease
• Lease other than finance lease is called 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. In case of operating
lease, the lessor usually provides advice to the lessee for repair,
maintenance and technical knowhow of the leased asset and that
is why this type of lease is also known as service lease.
Operating lease has the following features:
▪ The lease term is much lower than the economic life of
the asset.
▪ The lessee has the right to terminate the lease by giving a
short notice and no penalty is charged for that.
▪ The lessor provides the technical knowhow of the leased
asset to the lessee.
▪ Risks and rewards incidental to the ownership of asset are
borne by the lessor.
▪ Lessor has to depend on leasing of an asset to different
lessee for recovery of his/her investment.

Advantages and Disadvantages of Lease Financing
At present leasing activity shows an increasing trend. Leasing appears to be a cost -
effective alternative for using an asset. However, it has certain advantages as well as
disadvantages.
The advantages of lease financing from the point of view of lessor are summarized below:
Assured Regular Income: Lessor gets lease rental by leasing an asset during the period
of lease which is an assured and regular income.
▪ Preservation of Ownership: In case of finance lease, the lessor transfers all the
risk and rewards incidental to ownership to the lessee without the transfer of
ownership of asset. Hence the ownership lies with the lessor.
▪ Benefit of Tax: As ownership lies with the lessor, tax benefit is enjoyed by the
lessor by way of depreciation in respect of leased asset.
▪ High Profitability: The business of leasing is highly profitable since the rate of
return based on lease rental, is much higher than the interest payable on financing
the asset.
▪ High Potentiality of Growth: The demand for leasing is steadily increasing because
it is one of the cost efficient forms of financing. Economic growth can be
maintained even during the period of depression. Thus, the growth potentiality of
leasing is much higher as compared to other forms of business.
▪ Recovery of Investment: In case of finance lease, the lessor can recover the
total investment through lease rentals.
▪ Lessor suffers from certain limitations which are discussed below:
Unprofitable in Case of Inflation: Lessor gets fixed amount of lease rental every year
and they cannot increase this even if the cost of asset goes up.
Double Taxation: Sales tax may be charged twice. First at the time of purchase of asset
and second at the time of leasing the asset.
Greater Chance of Damage of Asset: As ownership is not 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.

6.5 Traditional Financing in Ethiopian (Equib/Idir, Etc.)
(Reading Assignment )

• 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.

6.6.1 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, really
limiting your options to a few key players.
• Crowd funding platforms, on the other hand, turns that funnels
on -end. By giving you, the entrepreneur, a single platform to
build, showcase, and share your pitch resou rces, this approach
dramatically streamlines the traditional model. Traditionally,
you’d spend months sifting through your personal network,
vetting potential investors, and spending your own time and
money to get in front of them.

6.6.2 The Benefits of Crowd funding
• From tapping into a wider investor pool to enjoying more flexible fund raising options,
there are a number of benefits to crowd funding over traditional methods. Here are
just a few of the many possible advantages:
• 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. Presentation: By creating a crowd funding campaign, you go through
the invaluable process of looking at your business from the top level its history,
traction, offerings, addressable market, value proposition, and more and boiling it
down into a polished, easily digestible package.
• PR & Marketing: From launch to close, you can share and promote your campaign
through social media, email newsletters, and other online marketing tactics. As you
and other media outlets cover the progress of your fund raise, you can double down by
steering traffic to your website and other company resources.
• Validation of Concept: Presenting your concept or business to the masses affords an
excellent opportunity to validate and refine your offering. As potential investors
begin to express interest and ask questions, you’ll quickly see if there’s something
missing that would make them more likely to buy in.
• Efficiency: One of the best things about online crowd funding is its ability to
centralize and streamline your fund raising efforts. By building a single,
comprehensive profile to which you can funnel all your prospects and potential
investors, you eliminate the need to pursue each of them individually. So instead of
duplicating efforts by printing documents, compiling binders, and manually updating
each one when there’s an update, you can present everything on line in a much more
accessible format, leaving you with more time to run your business instead of
fundraising.
•

6.6.3 Types of Crowd Funding
• Just like there are many different kinds of capital round raises for businesses in all
stages of growth, there are a variety of crowd funding types. Which crowd funding
method you select depends on the type of product or service you offer and your goals
for growth. The 3 primary types are donation-based, rewards-based, and equity crow
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. Even thoug h this method offers backers a reward, it’s still generally
considered a subset of donation -based crowd funding since there is no financial or
equity return.
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. As equity owners, your contributors receive a financial return on their
investment and ultimately receive a share of the profits in the form of a dividend or
distribution.

6.7 Micro Finances
• 6.7.1 What is Micro Finance?
• 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.

6.7.2 Importance of MFIs
• Microfinance is important because it provides
resources and access to capital to the financially
underserved, such as those who are unable to get
checking accounts, lines of credit, or loans from
traditional banks. Without microfinance, these groups
may have to resort to using loans or payday advances
with extremely high interest rates or even borrow
money from family and friends. Microfinance helps
them invest in their businesses, and as a result, invest
in themselves.

6.7.3 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. Ethiopia has also more 38 MFIs
(in 2018) and practice is one of the success stories in Africa even
though there are certain limitations.
• The history of formal establishment of Ethiopia Micro finance
institution is limited to about le ss 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.
• The microfinance industry is growing in terms of number and size. The
MFIs in Ethiopia have been able to serve the productive poor people
mainly with savings, credit, money transfer, micro- insurance and other
related services. Governmental and other developmental organizations
have played a vital role for impressive performance the microfinance
sector in the country.

• 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)

CHAPTER SEVEN
MANAGING STARTUP AND
GROWTH (MSMS IN FOCUS)
10/8/2024 SM Ch 1 -178

• 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.

7.2 Timmons Model of Entrepreneurship
• What key aspects does an entrepreneur need to manage to
start and grow a business?
• Figure 7.1. This model identified the internal and external
factors that determine the growth of business.

• 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.
• These controllable components of the entrepreneurial
process can be assessed, influenced and altered. The
entrepreneur searches for an opportunity, and on finding
it, shapes the opportunity into a high-potential venture by
drawing up a team and gathering the required resources to
start a business that capitalizes on the opportunity, the
entrepreneur risks his or her career, personal cash flow
and net worth.
• 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.

7.3 New Venture Expansion Strategies
• 7.3.1 Introduction
• 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.
• But business expansion also presents the small business ow ner
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 new employees will be hired who will be looking to the top
management of the company for leadership.
– 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.

7.3.2 Methods of Growth
• The most commonplace methods by which small companies
increase their business are incremental in character, i.e.,
increasing product inventory or services rendered without
making wholesale changes to facilities or other operational
components. Common routes of small business expansion include
the following commo n 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, (license for the use
of certain innovative models on fee basis may be given to certain
companies). This is very common for Software products.
• Establishment of business agreements with distributorships and/or
dealerships,
• Pursuing new marketing routes (such as catalogs),
• Joining industry cooperatives to achieve savings in certain common
areas of operation, including advertising and purchasing,
• Public stock offerings (selling shares to investors and to the general
public),
• Employee stock ownership plans (entrepreneurs may give/sell shares to
employees as incentive for motivation.

7.3.3 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).
• “When we are in peak, we make a ton of money, as soon as
we make a ton of money; we are desperately looking for
ways to spend it. And we diversify into areas that, frankly,
we don’t know how to run very well,”

• Igor Ansoff created the product/market matrix to illustrate
the inherent risks in four generic growth strategies as
summarized here below:
• Market penetration / consumption – the firm seeks to achieve
growth with existing products in their current market segments,
aiming to increase market share. This is a low risk strategy
because of the high experience of the entrepreneur with the
product and market.
• Market development – the firm seeks growth by pushing its
existing products into new market segments. Market
development has medium to high risk.
• Product development – the firm develops new products targeted
to its existing market segments. This alternative growth
strategy is characterized by medium to high risk due to lack of
experience about the new product.
• Diversification – the firm grows by developing new products for
new markets. This is high risk option as entrepreneurs do not
have experience about the product and the market.

7.3.3.1 Selecting a Product-Market Growth Strategy
• I) Market penetration / consumption:
• further exploitation of the products without necessarily
changing the product or the outlook of the product. 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.
• In market penetration / consumption, the risk involved is usually
the least since the products are already familiar to the
consumers and so is the established market.

II) Market development
• The business sells its existing products to new
markets. This can be made possible through further
market segmentation to aid in identifying a new
clientele base. This strategy assumes that the
existing markets have been fully exploited thus the
need to venture int new markets.
• There are various approaches to this strategy, which
include: new geographical markets, new distribution
channels, new product packaging, and different
pricing policies.

III) Product development
• a new product is introduced into existing
markets. Product development can be from the
introduction of a new product in an existing
market or it can 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. A good example is car
manufacturers who offer a range of car parts
so as to target the car owners in purchasing
additional products.

IV) Diversification
• 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.

• 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. A good
example of the unrelated diversification is
Richard Branson. He took advantage of the
Virgin brand and diversified into various fields
such as entertainment, air and rail travel,
foods, etc. Sir Branson has more than 400
companies.

7.3.4 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.

VII) Growing Too Fast
• Companies growing at hyper-speed sometimes
pay a steep price for their success. According
to management experts, controlling fast-track
growth and the problems that come with it can be
one of the most frightening tasks an
entrepreneur will face. This problem most often
strikes on the operational end of a business.
Demand for a product will outpace production
capacity, for example. Effective research and
long range planning can do a lot to relieve the
problems often associated with rapid business
expansion.

• VIII) Recordkeeping and Other Infrastructure Needs
• It is essential for small businesses that are undergoing
expansion to establish or update systems for monitoring
cash flow, tracking inventories and deliveries, managing
finances, tracking human resources information, and
myriad other aspects of the rapidly expanding business
operation. In addition, growing enterprises often have to
invest in more sophisticated communication systems in
order to provide adequate support to various business
operations.
•
IX) Expansion Capital
• Small businesses experiencing growth often require
additional financing. Finding expansion capital can be a
frustrating experience for the ill-prepared entrepreneur,
but for those who plan ahead, it can be far less painful.
Businesses should revise their business plan on an annual
basis and update marketing strategies accordingly so that
you are equipped to secure financing under the most
advantageous terms possible.

• X) Personnel Issues
• Growing companies will almost always have to hire new personnel to meet the demands
associated with new production, new marketing campaigns, new
recordkeeping and administrative requirements, etc. Careful hiring practices are
always essential, but they are even more so when a business is engaged in a sensitive
period of expansion.
• Business expansion also brings with it increased opportunities for staff members who
were a part of the business in its early days. The entrepreneur who recognizes these
opportunities and delegates responsibilities appropriately can go far toward satisfying
the desires of employees who want to grow in both personal and professional
capacities. But, small business owners also need to recognize that business growth
often triggers the departure of workers who are either unable or unwilling to adjust
to the changing business environment. Indeed, some employees prefer the more
relaxed, family-type atmosphere that is prevalent at many small business
establishments to the more business-like environment that often accompanies periods
of growth. Entrepreneurs who pursue a course of ambitious expansion may find that
some of their most valuable and well-liked employees decide to instead take a
different path with their lives.
• XI) Customer Service
• Good customer service is often a significant factor in small business success, but
ironically it is also one of the first things that tends to fall by the roadside when
business growth takes on a hectic flavor. When the workload increases
tremendously, there's a feeling of being overwhelmed. And sometimes you have
a hard time getting back to clients in a timely fashion. So the very customer service
that caused your growth in the first place becomes difficult to sustain. Under such
scenarios, businesses not only have greater difficulty retaining existing clients, but
also become less effective at securing new business. A key to minimizing such
developments is to maintain adequate staffing levels to ensure that customers
receive the attention and service they demand (and deserve).

•
XII) Disagreements among Ownership
• On many occasions, ownership arrangements that functioned fairly effectively during
the early stages of a company's life can become increasingly problematic as business
issues become more complex and divergent philosophies emerge. For example, one or
more of the cofo unders are unable to keep pace with the level of sophistication or
business wisdom that the company now requires. Such a cofounder is no longer making
a significant contribution to the business and in essence has become 'obsolete.' It's
even harder when the obsolete partner is a close friend or family member. In this
case, you need to ask: Will the obsolete cofounder's ego allow for a position of
diminished responsibility? Can our overhead continue to keep him or her on staff?"
Another common scenario that unfolds during times of business growth is that the
owners realize that they have profoundly different visions of the company's future
direction. One founder may want to devote resources to exploring new marketing
niches, while the other may be convinced that consolidation of the company's
presence in existing markets is the way to go. In such instances, the departure of
one or more partners may be necessary to establish a unified direction for the
growing company.
• XIII) Family Issues
• Embarking on a strategy of aggressive business expansion typically entails an
extensive sacrifice of time and often of money on the part of the owner (or owners).
But as many growing companies especially those founded by younger entrepreneurs,
are established at a time when all of the cofounders are either unmarried or in the
early stages of a marriage. As the size of the company grows, so does the size of the
cofounder’s family. Cofounders with young children may feel pressure to spend more
time at home, but their absence will significantly cut their ability to make a
continuous, valuable contribution to the company's growth. Entrepreneurs thinking a
strategy of business growth, then, need to decide whether they are willing to make
the sacrifices that such initiatives often require.

• XIV) Transformation of Company Culture
• As companies grow, entrepreneurs often find it increasingly difficult
for them to keep the business grounded on the bedrock values that
were instituted in its early days. Owners are ultimately the people
that are most responsible for communicating those values to employees.
But as staff size increases, markets grow, and deadlines proliferate,
that responsibility gradually falls by the edge and the company culture
becomes one that is far different from the one that was in place and
enjoyed just a few short years ago. Entrepreneurs need to make sure
that they stay attentive to their obligations and role in shaping company
culture.
• XV) Changing Role of Owner At The Initial State
•
• You have few employees; you're doing lots of things yourself. But when
a company experiences its first real surge of growth, it's time for you
to change what you do. You need to become a CEO that is, the leader,
the strategic thinker, and the planner—and to delegate day-to-day
operations to others. Moreover, as businesses grow in size they often
encounter problems that increasingly require the experience and
knowledge of outside people. Entrepreneurs guiding growing businesses
have to be willing to solicit the expertise of accounting and legal
experts where necessary, and they have to recognize their
shortcomings in other areas that assume increased importance with
business expansion.

7.3.5 Choosing not to Grow
• Small business owners choose not to expand their
operations even though they have ample opportunity to do
so. For many small business people, the greatest
satisfactions in owning a business, which often include
working closely with customers and employees,
inevitably diminish as the business grows and the owner's
role changes. Many entrepreneurs would rather limit
growth than give up those satisfactions. Other
successful small business owners, meanwhile, 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.

7.4 Business Ethics and Social Responsibility
• 7.4.1 Introduction
• 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.

7.4.2 Three Approaches to Corporate Responsibility
• 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?” “How should conflicts of interest be handled?” 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. Now there are
large sets of issues that need to be confronted and managed outside of
and independent of the struggle for money. Broadly, there are three
theoretical approaches to these new responsibilities:
1. Corporate social responsibility (CSR)
2. The triple bottom line
3. Stakeholder theory

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.
• 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.

1. The economic responsibility to make money.
▪ This obligation is the business version of the
human survival instinct (to live we have to eat).
Companies that don’t make profits are in a
modern market economy doomed to perish.
▪ there are special cases. Nonprofit
organizations make money (from their own
activities as well as through donations and
grants), but pour it back into their work. Also,
public/private hybrids can operate without
turning a profit.

• 2. The legal responsibility to adhere to
rules and regulations.
• This obligation must be understood as a
proactive duty. That is, laws aren’t
boundaries that enterprises skirt and
cross over if the penalty is low; instead,
responsible organizations accept the rules
as a social good and make good faith
efforts to obey not just the letter but
also the spirit of the limits.

• 3. The ethical responsibility to do
what’s right even when not required by
the letter or spirit of the law. This is
the theory’s keystone obligation, and it
depends on a coherent corporate
culture that views the business itself as
a citizen in society, with the kind of
obligations that citizenship normally
entails. Think of a plant producing toxin
in the manufacturing process.

• 4. The philanthropic responsibility
to contribute to society’s projects
even when they’re independent of the
particular business.
• Public acts of generosity represent a
view that businesses, like everyone in
the world, have some obligation to
support the general welfare in ways
determined by the needs of the
surrounding community.

The Triple Bottom Line
• The triple bottom line is a form of corporate social
responsibility dictating that corporate leaders
formulate bottom-line results not only in economic
terms (costs versus revenue) but also in terms of
company effects in the social realm, and with respect
to the environment. There are two keys to this idea.
▪ First, the three columns of responsibility must be kept
separate, with results reported independently for each.
▪ Second, in all three of these areas, the company should
obtain sustainable results.
• The notion of sustainability is very specific. At the
intersection of ethics and economics, sustainability
means the long-term maintenance of balance.

• Economic sustainability values long-term financial
solidity over more volatile, short-term profits, no
matter how high. Sustainability as a virtue means
valuing business plans that may not lead to quick
riches but that also avoid disastrous losses.
• Social sustainability values balance in people’s lives
and the way we live. As the imbalances grow, as the
rich get richer and the poor get both poorer and
more numerous, the chances that society itself will
collapse in anger and revolution increase.

• Environmental sustainability begins from
the affirmation that natural resources—
especially the oil fueling engines, the clean
air we breathe, and the water we drink—
are limited.
• If those things deteriorate significantly,
our children won’t be able to enjoy the
same quality of life most of us experience.
• Conservation of resources, therefore,
becomes tremendously important, as does
the development of new sources of energy
that may substitute those we’re currently
using.

Stakeholder Theory
• Stakeholder theory, which has been described by Edward
Freeman and others, is the mirror image of corporate
social responsibility. Instead of starting with a business
and looking out into the world to see what ethical
obligations are there, stakeholder theory starts in the
world.
• It lists and describes those individuals and groups who will
be affected by (or affect) the company’s actions and asks,
“What are their legitimate claims on the business?” “What
rights do they have with respect to the company’s
actions?” and “What kind of responsibilities and
obligations can they justifiably impose on a particular
business?”
• In a single sentence, stakeholder theory affirms that
those whose lives are touched by a corporation hold a
right and obligation to participate in directing it.

• Who are the stakeholders surrounding companies? The answer depends on the
particular business, but the list can be quite extensive. If the enterprise produces
chemicals for industrial use and is located in a small town, the stakeholders and their
interests in parentheses include:
▪ Company owners, whether a private individual or
shareholders, (reasonable profit)
▪ Company workers (reasonable salaries that enable them to
live decent lives),
▪ Customers and potential customers of the company (quality
products at fair prices),
▪ Suppliers and potential suppliers to the company (fair prices
for their inputs),
▪ Everyone living in the town who may be affected by
contamination from workplace operations,
▪ Creditors whose money or loaned goods are mixed into the
company’s actions,
▪ Government entities involved in regulation and taxation (fair
tax),
▪ Local businesses that cater to company employees
(restaurants where workers have lunch, grocery stores
where employee families shop, and similar),
▪ Other companies in the same line of work competing for
market share (fair competition for competitiveness of the
industry),

7.4.3 Business Ethics Principles
• There are certain universal ethical principles that
managers of enterprises must adhere to. Ethical
values, translated into active language
establishing standards or rules describing the
kind of behavior an ethical person should and
should not engage in, are ethical principles. The
following
• list of principles incorporates the characteristics
and values that most people associate with ethical
behavior.

• 1. Honesty. Ethical executives are honest and truthful in
all their dealings and they do not deliberately mislead or
deceive others by misrepresentations, overstatements,
partial truths, selective omissions, or any other means.
• 2. Integrity. Ethical executives demonstrate personal
integrity and the courage of their convictions by doing
what they think is right even when there is great
pressure to do otherwise; they are principled, honorable
and upright; they will fight for their beliefs. They will not
sacrifice principle for suitability, be hypocritical, or
unscrupulous.
• 3. Promise-Keeping & Trustworthiness. Ethical
executives are worthy of trust. They are candid and
forthcoming in supplying relevant information and
correcting misapprehensions of fact, and they make every
reasonable effort to fulfill the letter and spirit of their
promises and commitments. They do not interpret
agreements in an unreasonably technical or lega listic
manner in order to rationalize non-compliance or create
justifications for escaping their commitments.

• 4. Loyalty. Ethical executives are worthy of trust, demonstrate
fidelity and loyalty to persons and institutions by friendship in
adversity, support and devotion to duty; they do not use or
disclose information learned in confidence for personal
advantage. They safeguard the ability to make independent
professional judgments by scrupulously avoiding undue influences
and conflicts of interest. They are loyal to their companies and
colleagues and if they decide to accept other employment, they
provide reasonable notice, respect the proprietary information
of their former employer, and refuse to engage in any activities
that take undue advantage of their previous positions.
• 5. Fairness. Ethical executives are fair and just in all dealings;
they do not exercise power arbitrarily, and do not use
overreaching nor offensive means to gain or maintain any
advantage nor take undue advantage of another’s mistakes
or difficulties. Fair persons manifest a commitment to justice,
the equal treatment of individuals, tolerance for and acceptance
of diversity, they are open-minded; they are willing to admit
they are wrong and, where appropriate, change their positions
and beliefs.
• 6. Concern for Others. Ethical executives are caring,
compassionate, benevolent and kind; they like the Golden Rule,
help those in needs, and seek to accomplish their business
objectives in a manner that causes the least harm and the
greatest positive good.

• 7. Respect for Others. Ethical executives demonstrate respect for
the human dignity, autonomy, privacy, rights, and interests of all
those who have a stake in their decisions; they are courteous and
treat all people with equal respect and dignity regardless of sex, race
or national origin.
• 8. Law Abiding. Ethical executives abide by laws, rules and
regulations relating to their business activities.
• 9. Commitment to Excellence. Ethical executives pursue excellence in
performing their duties, are well informed and prepared, and constantly
endeavor to increase their proficiency in all areas of responsibility.
• 10. Leadership. Ethical executives are conscious of the responsibilities
and opportunities of their position of leadership and seek to be positive
ethical role models by their own conduct and by helping to create an
environment in which principled reasoning and ethical decision making
are highly prized.
• 11. Reputation and Morale. Ethical executives seek to protect and build
the company’s good reputation and the morale of its employees by
engaging in no conduct that might undermine respect and by taking
whatever actions are necessary to correct or prevent inappropriate
conduct of others.
• 12. Accountability. Ethical executives acknowledge and accept personal
accountability for the ethical quality of their decisions and omissions to
themselves, their colleagues, their companies, and their communities.

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