ESOFT

Main Study Stream

Name of the Student

Student Registration Number

EM6415

Digital Entrepreneurship

Date

WARRANTY STATEMENT
This is a project. Therefore, neither the student nor Kingston University makes any warranty, express or
implied, as to the accuracy/completeness of the data or conclusion of the work performed in the project
and will not be held responsible for any consequences arising out of any inaccuracies or omissions therein
or acting on the face of it. Certain information pertinent to the customer also has been withheld due to
sensitive nature which will be a disadvantage to disclose due to competitive rivalry in the industry.
Table of Contents
Executive Summary...............................................................................................2
Business Idea.......................................................................................................3
Background.........................................................................................................3
Technology suite required.......................................................................................3
Ownership and Company structure............................................................................3
The Team – BOD, professionals, key roles...................................................................4
The Product ( This area will represent 15% out of 35% allocated to Business & Digital
Marketing Plan)....................................................................................................4
The patent/ IPR situation.........................................................................................4
Customers ( This area will represent 05% out of 35% allocated to Business & Digital Marketing
Plan)..................................................................................................................4
Marketing Plan ( This area will represent 15% out of 35% allocated to Business & Digital
Marketing Plan)....................................................................................................5
Sales & Distribution...............................................................................................5
Channels and Activities..........................................................................................5
Competitors.........................................................................................................5
Agreements and or alliances.....................................................................................6
Financial Model ( This area will represent 15% out of 35% allocated to Funding Strategy).......6
Financing Strategy ( This area will represent 15% out of 35% allocated to Funding Strategy)....6
Any barriers.........................................................................................................6
.........................................................................................................................6
Sustainability and / or exit strategy ( This area will represent 05% out of 35% allocated to
Funding Strategy)..................................................................................................6
Annexures........................................................................................................7
System architecture diagram..........................................................................7
Market Data and sources...............................................................................7
Assumptions for the financial model..............................................................7
Spreadsheet of the financial forecast.............................................................7
*** Delete all YELLOW highlighted area once you covered them***

 Report section

Executive Summary

Problem
Solution
Investment needs
ROI/Payback/Valuation
UVP of the company and the service
What % of shares are on offer

Business Idea

Why ( What are you trying to achieve?)

Vision ( Long term aspiration)
Mission ( Broader strategies to achieve the Vision, about 5 missions )
Goals ( SMART criteria - Specific time bound strategies to achieve each and every mission
statements )

Background

Creativity/Invention/Innovation
Understanding of the industry structure, is there a sound argument for a solid foundation for the
solution?
Unique Value proposition:

Technology suite required

High level system architecture

Key technologies used
Integration with external solutions if any
Ownership and Company structure

The process of new venture formation

Types of businesses and the appropriate type
Shares and other means of financing
Decision to form the Company for this idea and why

The Team – BOD, professionals, key roles

Well argued with the Author as the entrepreneur at the centre, a competencies matrix of the
immediate team supported by a good, well chosen and relevant BODs.
The Team
DO the individuals in the team master the techniques involved ( or argue how they can gain
this) team Organization structure
Key roles and their contribution,
7 Ss

 Business and Digital Marketing Plan section section

The Product ( This area will represent 15% out of 35% allocated to Business
& Digital Marketing Plan)

Business model
Can the company realize its goals and how
Argumentation for the resources and business system/model
PESTEL
A clear explanation of the business model with good argumentation for both the business issues
involved and the resources needed

The patent/ IPR situation

How to secure the coding

IPR
Customers ( This area will represent 05% out of 35% allocated to Business &
Digital Marketing Plan)

Segments and why

UVP
Customer relationship management strategies
Anticipated customer acquisition cost and retention percentage

Marketing Plan ( This area will represent 15% out of 35% allocated to
Business & Digital Marketing Plan)

Market research: what are the overall perspectives?

Has the area being well researched and found interesting?
The market description, market size and market share.
Competitor analysis techniques
Marketing Mix ( 7 Ps)
Customer segmentations
Cues of influences
A detailed customer analysis and justification for reaching primary and secondary segments.
What are the methods/media used to reach effectively to your target market?
Will and how the digital marketing will be used and the strategy for same

Sales & Distribution

Believable marketing: Is the solution ( how the customer will be reached) marketable in the
time frame? Is there a realistic description of the implementation, roll out and initial sales.

Channels and Activities

Network management
Supply chain management
Roles of every participant in the value chain
Competitors

Competitor analysis and grid

Positioning

Agreements and or alliances

Are there any strategic partners involved or competitive advantage of having alliances?

 Funding Strategy section

Financial Model ( This area will represent 15% out of 35% allocated to
Funding Strategy)

Planning investment needs, revenues and costing: The chronological assignment of operations
to budget in a believable and quantifiable manner.
A good and comprehensive use of task matrices enabling a detailed revenues/costing to be
performed.

Financing Strategy ( This area will represent 15% out of 35% allocated to
Funding Strategy)

Methods of financing
Number of times of funding and stages of the project
Any barriers
Porters Five Forces and how to mitigate the risks if any?
Stakeholder mapping and communication strategy accordingly

Sustainability and / or exit strategy ( This area will represent 05% out of 35%
allocated to Funding Strategy)
How do you scale the business progressively?
How will the investors exit if they wish to?
Going public
Roadmap

Annexures (These should be include)

System architecture diagram

Market Data and sources
Assumptions for the financial model
Spreadsheet of the financial forecast