Event Management –Theme Parties at

Home

Business Plan
 [Document Title]

[Author Name]

Table of Contents
EXECUTIVE SUMMARY.................................................................................... 5

1. INTRODUCTION....................................................................................... 6

1.1. Purpose of the plan -........................................................................... 6

1.2. Introduction about market opportunity –............................................... 6

1.3. Introduction about the company –....................................................... 10

2. MARKET OVERVIEW................................................................................ 12

2.1. Overview of the industry –................................................................. 12

2.2. History of the industry –.................................................................... 13

2.3. Size of the industry –........................................................................ 13

2.4. Evolution of the industry –................................................................. 13

2.5. Trend of the industry –...................................................................... 14

2.6. Key players in the industry –.............................................................. 14

2.7. Barriers to enter the market –............................................................ 15

2
 2.8. Competition strengths and weaknesses –............................................. 16

2.9. Product and industry life cycles –........................................................ 16

2.10. Position in product life cycle affecting business plan –......................... 18

2.11. Position in industry life cycle affecting business plan –......................... 18

3. TARGET MARKETS.................................................................................. 18

3.1. Major characteristics of target market –............................................... 18

3.2. Demands of target markets –............................................................. 19

3.3. Unsatisfied needs of customers giving rise to business opportunity –....... 20

4. PRODUCT RESEARCH AND DEVELOPMENT................................................. 21

4.1. Environmental Scan –........................................................................ 21

4.2. Significant factors of macro environment –........................................... 22

4.3. Types of competition –....................................................................... 23

4.4. Opportunities and threats –................................................................ 23

5. COMPANY DESCRIPTION......................................................................... 24

5.1. Type of business and legal structure –................................................. 24

5.2. Mission and objectives –.................................................................... 24

5.3. Distinctive core competencies –.......................................................... 25

5.4. Management and ownership –............................................................ 26

5.5. Board of directors and rationale for members –..................................... 27

5.6. Management staff structure –............................................................. 27

5.7. Key Managers –................................................................................ 28

6. MARKETING ACTIVITIES......................................................................... 29
3
6.1. Overall marketing strategy –.............................................................. 29

6.2. Specific marketing mix –.................................................................... 30

6.3. Strengths and weaknesses –.............................................................. 31

7. PRODUCTS AND SERVICES...................................................................... 31

7.1. Product description –......................................................................... 31

7.2. Product life cycle –............................................................................ 32

7.3. Copyright and Intellectual property right –........................................... 33

7.4. Research and development activities –................................................. 34

8. OPERATIONS......................................................................................... 34

8.1. Product and service delivery procedures –............................................ 34

8.2. Supply chain –................................................................................. 35

9. FINANCIAL ANALYSIS............................................................................. 35

9.1. Funds needed –................................................................................ 35

9.2. Balance sheets –.............................................................................. 36

9.3. Cash flow statements –..................................................................... 37

9.4. Capital requirements –...................................................................... 38

10. CONCLUSION AND RECOMMENDATIONS................................................. 38

10.1. Recommendations –....................................................................... 40

REFERENCES............................................................................................... 42

4
EXECUTIVE SUMMARY

Dubai is one of the most popular emirates of all emirates in UAE, and people
living in the city, or people that visit the city, are highly interested and
5
indulged in partying and enjoying themselves in different occasions. Hence
the demands for events management companies are high in the city.
However the current scenario is such that for family parties or office parties
the amount that the customers are required to pay are significantly high,
making it difficult for the customers to afford. Hence the new business is
here to offer the Dubai market with a concept of theme-based parties at
home that will not only make the parties convenient for them but also
reduce their expenses on the same. This report presents the business plan
for the new business.

6
Chapter: 1-
Introduction

1.1. Purpose of the plan

The purpose of the business plan is to initiate theme parties at home initially
targeting the Dubai city in UAE, and gradually expanding across all the
emirates in UAE. With more and more number of individuals, families, office
7
people and other groups being interested in parties for different occasions,
with their main concern being the costs that they need to afford as event
management companies arrange for different menus and venues, the scope
of the business is significantly high, which will reduce the costs of customers
and hence attract them towards the offer, particularly since parties are a
great attraction for people living in Dubai.

1.2. Introduction about market opportunity –

The market targeted for this business is initially Dubai, and once the
business gets established in Dubai, the focus will be on expansion of the
business across the UAE. Considering both Dubai and the whole of UAE, one
beneficial factor is that the market is highly welcoming towards new
businesses in the country. Private businesses are significantly encouraged by
8
the UAE with their support and facilities that they provide and policies that
are highly business-friendly. The government essentially tries to encourage
the entrepreneurial skills among the Emiratis, which can develop into new
businesses for the nation. Hence advices and financial aids are also suitably
offered to the interested individuals or groups (Business Activities 2014).

The Dubai Emirate is similarly welcoming towards new businesses in the city.
Owing to the facilities and benefits offered by the emirate, new businesses
are highly interested to target the market. Considering the geography and
culture of the emirate, Dubai proves to be an ideal place for attracting
consumers towards a new business. With increasing population in the region,
the city can also be said to be rapidly growing in terms of the changing and
growing demands and expectations of customers, which new businesses can
cater to. The process for setting up a business in the city is not a difficult
endeavor. Also, other market benefits that the emirate offers include the
minimal foreign ownership restrictions, first-class communication and
transport infrastructure, and relaxed immigration formalities for expatriate
workforces, operating a business in Dubai can be richly rewarding. However,
it is also to be noted that the city is uniquely identified for its own systems
and structures (Doing business in Dubai n.d.).

9
 Figure 1: Rank of Dubai among other countries listed as top
destinations (Basit 2012).

This figure reflects on the position of Dubai among international countries where
it ranks at 8 and hence can be said to be one of the most popular destinations
for people to visit as well as reside. This is a major advantage as the market
tends to have different kinds of people from across the world along with the
emiratis, and hence the market would be large enough to target. Since theme
partying at home is the business that is being planned for implementation, it is
essential that the markets include customers – individuals, families, or offices
that are interested in parties and celebrations.

Enterprises based in Dubai have been known to experience and enjoy benign
tax environment. In most of the businesses, there is no direct corporate tax
involved. Also there are no capital gains taxes or withholding tax on
10
dividends, interest or royalty flows in most of the cases. Considering the
case of UAE, there are 50 international treaties of tax, and Dubai being one
of the emirates of the UAE, it is expected that businesses in Dubai would
enjoy the benefits of these tax treaties as well, if not all but some of them
for sure. Restrictions on inward or outward remittance of finance in any
major currency are not involved in Dubai, however considering the
regulations related to anti-money laundering (Doing business in Dubai n.d.).

Also, in Dubai markets, there are no restrictions on private equity measures

for businesses that have been established in the Free Zones of the emirate.
The common ways by which foreign parties can successfully launch and
conduct their businesses in Dubai include (Doing business in Dubai n.d.):

Establishment of a branch office in Dubai;

Establishment of a Dubai limited Liability Company;

Establishment of a free zone vehicle; and

Appointment of an agent that is already licensed in the region.

The choice of arrangement needs to be chosen carefully by the interested

parties, which would largely depend on the purpose, size and activities of the
operations intended by the business. There are a number of Free Zones
available in the Dubai market, which has been facilitated by the Dubai
government to encourage businesses in different sectors. In case businesses
are established in any of these free zones, there would be no need for local
sponsors as well. For the rest of Dubai, local sponsorship is necessary in
order to conduct any business. This means that 51 percent of the business
needs to be owned by a local national of the UAE (Doing business in Dubai
n.d.).

11
One of the major concerns related to establishment of a new business is the
setting up costs of the business. The tax-free nature of the Dubai market is
essentially attractive for this reason and enables businesses with significant
financial benefits. However fees are required for obtaining the trade license
(Cost of Setting Up in Dubai 2014).

Figure 2: Dubai Financial Markets (Dubai Financial Market PJSC

2014).

The figure above presents the stock market conditions in Dubai, and it
clearly reflects on the high level of business activities that take place in the
emirate, which is a positive benefit for the new business being targeted in
Dubai (Dubai Financial Market PJSC 2014). Considering this situation of the
Dubai market, and also the welcoming attitude of the UAE market, the
establishment of the new business can be expected to have significant
opportunities, especially considering the fact that theme parties at home is a

12
new concept which the company is trying to introduce in Dubai and in UAE.
It can be said that the markets in Dubai have the facilities and opportunities
for a new business such as the one being planned based on event
management. Also, considering the interests of people in events and
celebrations of occasions, the opportunities can be considered as
significantly high for the new business.

1.3. Introduction about the company –

The business plan is for a new company the objective of which is to

introduce the concept of theme parties at home. As far as event
management and organization of parties in Dubai is concerned, there are
several companies in the city that are involved in the business. In most
cases, arranging for the parties in different venues fulfills the orders of the
customers, which costs the customers high amounts. This is one major
problem that customers in Dubai are faced with. While on one hand they
prefer to enjoy parties in different occasions; on the other hand the costs
are significantly high.

Hence the target of the new company is to introduce theme parties at home.
The target market of the business will be mainly those individuals, families,
or offices that prefer to party at low costs and the company will arrange for
the parties at their preferred locations instead of hiring different costly
venues and menus for the occasions. The key objectives of the business plan
include:

 To understand the need of people in the present times for theme

parties

 To understand the factors that cause problem for people to afford
theme parties in different venues
13
  To understand whether interested customers would be further
interested to have theme parties planned and arranged in their homes

 To understand the demands and expectations of the customers if they
are interested in theme parties at homes.

The scope of this business can be considered to be significantly high as more

and more number of people is being interested in theme parties, and the
new business would target these customers with offering them theme
parties at a lower price, hence increasing the scope of the business. Initially
the target market will be Dubai, thereafter focusing the entire UAE thereby
making a position in the event management industry in the region. With
being able to target and meet the specific theme parties’ needs of
individuals, the organization can expect to have significant profits from its
performance, gaining significant market growth over time.

The focus will be on offering customers with arrangement of theme parties in

homes where the decorations of the parties would depend on particular

14
occasions (birthdays, marriage anniversaries, retirement, and engagement
celebrations). For example, for celebration of birthday of a girl the themes
could include Barbie theme, Dolls theme, or Pink theme. For birthday of a
boy, the themes can include Cartoon themes, Blue theme, Cars theme, and
others. For celebration of engagement parties, themes can be based on
flowers, posters of couples, with colors of red and white theme. Party
brochures will be prepared that can give the customers better ideas about
how the theme parties would look like offered by the new business.

15
2. MARKET OVERVIEW

2.1. Overview of the industry –

As far as the event management industry in Dubai market is concerned, the

industry is performing significantly well considering its value which crossed
US$45 million in first half of 2013. The annual growth in the industry has
been obtained to be more than 25 percent. There are some of the top event

16
management companies, namely Plan Ahead Events (PAE), and others that
are performing in the market, offering several services that cover business,
sports, and activities of entertainment to serve the customers achieving high
level of satisfaction (BI-ME Staff 2013).

EVENT
S

REACH LIVE INTERACTION

Right
Desired
Communication WITH Live CREATES
Impact
from the client Audience

In the words of Shonkwiler, the President of PAE, “The strong growth of the
event management industry in the region can be attributed to the UAE’s
position as an events and exhibitions hub not only for the Middle East but for
the Africa region. The recovery of the real estate industry and the steady
growth of the ICT, tourism and hospitality industries have played a key role
in fueling the events management industry in the UAE, in addition to the
growing trend among private and public enterprises to host occasion-based
events for their internal and external stakeholders” (BI-ME Staff 2013).
Hence the performance of the industry can be said to be significantly high.

17
2.2. History of the industry –

The history of events and events management can be dated back to as early
as the 41 BCE, when the meetings of monarchs required great planning, and
which used to be considered as events (Event Planning 2014). Since then
and till the present times, significant development has taken place in the
industry and across the globe, with various occasions and various events
being in need for effective planning and management. Over the years
several popular event management companies have been performing in the
Dubai city. To name some of them include Sky High Events, Show
Entertainment & Art Production, Evolution Events, and others. In the recent
times, home and office parties and occasions are in greater demand for
event management companies and companies such as Matrix Party Services,
and others are focused on meeting the expectations of the customers in this
regard.

2.3. Size of the industry –

The value of the industry crossing US$45 million reflects a significantly high
size and performance of the events management industry in Dubai.
Companies such as PAE are expecting to achieve 300 percent growth in a
time period of three years (BI-ME Staff 2013). The events industry across
UAE has remained the busiest of all businesses in the recent times with
companies achieving significant demands and growth in the market.
Exhibitions, events, and occasions are increasing the interests of individuals
and groups towards event management companies, much more than before
(UAE Events Industry Moves Into Top Gear n.d.).

2.4. Evolution of the industry –

While the events industry in the Middle East has faced significant challenges
owing to economic slowdowns and hence decreases in demands among the
customers, the situation has however turned out to be positive over the
18
recent years with rise in the demands for events and events planning and
management. With companies reducing their budgets and more cautiously
deciding on their spending due to the economic slowdowns, there has been
significant reduction in demands. As far as the present situation is
concerned, the economic condition has been recovered and the competition
in the market is moderate to high now, with customers being attracted to
different events management companies focusing on the added value that
they obtain from these companies. Now companies are planning their
budgets and spending more efficiently trying to meet the demands and
expectations of the customers, which in turn is attracting the customers
more than before (An events evolution 2010).

2.5. Trend of the industry –

With the high level of growth being achieved by the Dubai events industry in
the 2013 and with the increasing number of companies focusing on their
efforts to create a position in the events industry in the city, and across the
UAE, the trend reflects on a high growth and scope of events management
companies in the market (Dubai events industry powers on 2013). For the
next five to ten years it can be said that the competition in the market will
be significantly high with higher number of events management companies
coming up with their offers and services.

2.6. Key players in the industry –

There are several events management companies playing effectively in the

Dubai market. Some of the major players include International
Communication Services, Arenev Creations LLC, AV Concepts LLC, Sky High
Events, Byblos Translation, Pains Fireworks LLC, Show Entertainment & Art
Production, Evolution Events, and others (Events Management in Dubai
2014). Some key international players such as PAE have also entered the
market in the recent times. Companies such as Mosaic Live, Max
19
Entertainment and Events Management are also highly famous among
customers for their performances and services. TGP is a leading events
management company in the region, which is into the field of production and
design and specializes in designing, building, activating, and branding of
temporary and permanent commercial environments (Welcome to TGP
2011).

2.7. Barriers to enter the market –

The most significant barrier to enter the Dubai market with events
management services is the huge competition that exists in the market.
Although the current business plan is different from the existing companies,
with focus on arranging for theme parties at homes, which is something new
for the customers, yet the industry being the events industry, the entry will
be tough due to competition. It can be said that it will take some time for
the new business to reach the customers with their offers.

Also, another factor is the investment. It can be realized that the

competition will be high. Hence only starting up the business in the Dubai
city will not be enough. Significant amount of funds needs to be invested for
the purpose of advertising and promotion such that the customers may be
aware of the new business and the concept of theme parties as well, which
will be something new to them when the new business will offer to arrange
the same in their homes. Also, finding a suitable location for the start up and
initiation for the business might encounter significant challenges and hence
prove to be a major barrier for entry as well.

2.8. Competition strengths and weaknesses –

Considering the prevailing competition in the market, the major strength of the
new business is in the idea of theme parties at homes, which is something new
that the business is offering at lower costs for the customers, and is also unlike
the currently arranged events in the city related to events,
20
occasions or parties. As individuals and families are interested in parties and
events, it is likely that
the business
would make a
position in the minds of
the customers
with their offers of
lower costs and
higher

conveniences, since the parties will be organized at their preferred locations

based on themes.

The weakness is however in the fact that the business is new and hence
lacks experience. Hence with no experience, and entering into a new market
with a new market, the competition will prove to be highly tough. The
company will be facing significant barriers while entering the marketing as
existing event management companies would not like a new company to
establish itself with ease. Moreover, due to lack of experience, it will take
significant amount of time for the company to understand the market, after
entering it, and accordingly modify its marketing and business strategies.

2.9. Product and industry life cycles –

The product life cycle will have the following four stages:

21
 Figure 3: Stages of the Product Life Cycle (Product Life Cycle Stages
2014).

The industry life cycle will have the following stages (Industry Life
Cycle 2014):

 Early stage phase – having alternative design of the product

and positioning;

 Innovation phase – involving innovation of process;

 Cost or shakeout phase – with company achieving economies of
scale being settled on a dominant design of innovation, creating high
barriers to market entry;

 Maturity – where the primary goals would become achieving
market share and cash flow; and

 Decline – where the industry may be required to be shut down.

2.10. Position in product life cycle affecting business plan –

For the new business the position in product life cycle will be in the
introduction stage. Thus the business plan has to consider all aspects of
business taking into concern the business environment that the business is
22
planning to enter and the high level of competition that it will have to
encounter. Hence market research needs to be done with significant focus
on determining the most effective ways to enter the market and also market
the services of the company to the target market, which is being planned.
Also, initial stage in the product life cycle means the business lacks
experience, which can prove to be highly challenging for the new business.

2.11. Position in industry life cycle affecting business plan –

The industry can be said to be in the cost phase where the industry is
achieving economies of scale creating high competition and barriers for entry
of new companies. Hence this will affect the business plan in the sense that
the business will now be required to focus more on overcoming the
competition and creating its position in the new market, reflecting significant
innovation, which would create the attractions for the market.

3. TARGET MARKETS

3.1. Major characteristics of target market –

The target market for the new business is mainly those individuals and
families in Dubai that are interested in parties for celebration of different
occasions but are faced with difficulties owing to the high costs of venues
that event organizers arrange for. Dubai represents a cosmopolitan city with
a mix of different cultures and people here belong to different lifestyles,
having different tastes and preferences. Being one of the most famous
tourist destinations as well, the lists of visitors over the year are varied, and
parties and celebrations are parts of their lives as well. There are both
traditional festivals such as Ramadan and National Day, as well as
contemporary styles of celebration which include parties on different
occasions, where most of them are private in nature (Dubai
Culture/Traditions 2013). Hence it can be understood that the target market

23
of the new business is the interested people in parties and events, which can
be expected to create an attraction towards the new concept of theme
parties at home.

3.2. Demands of target markets –

Events and parties are on high demands in Dubai, and in UAE. This is the
reason that several events management companies are continuously focused
on meeting the demands of the customers. Events include various occasions
such as management of corporate events, business functions, corporate
parties, festivals, parties, conferences and business celebrations. In order to
arrange for these events or parties, individuals, families, offices, and groups
are in need for professionals whom they prefer to pay for the services they
would provide by arranging for the events or parties (Event Management
Company, Dubai, UAE 2014).

Figure 4:
Events/Parties in Dubai
(Event Management
Company, Dubai, UAE
2014).

The new business will however mainly target the private parties that are
demanded by families and individuals for occasions such as birthdays,

24
anniversaries, retirement functions, and so on, which in most cases people
want to enjoy at a lower price. Hence such parties that are demanded are
private, based on themes and are required to involve reduce costs than the
bigger events.

3.3. Unsatisfied needs of customers giving rise to business

opportunity –

The two most important factors that initiated the idea for the new business
include:

The high costs of the events or parties in Dubai if professionals are hired for
arrangement of the parties.

The lack of convenience of the venues since professionals or event

management companies would arrange for the events or parties at different
venues with menus, which also increased the costs for the customers.

These are two main reasons for which individuals and families in Dubai are
faced with difficulties when it comes to plan and enjoy for particular private
occasions. This is where theme parties at home are being suggested by the
new business, which would include arranging for the parties at the
residences or preferred locations of the customers, hence reducing the costs
significantly. With parties arranged based on themes, the occasions for the
families and individuals can be well organized trying to meet the
expectations and demands of the customers.

25
4. PRODUCT RESEARCH AND DEVELOPMENT

4.1. Environmental Scan –

As part of the environmental scan, the political, economic, social, and

technological factors in Dubai that can affect the business have been
identified (PEST Analysis of Dubai Market 2009).

POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL

Political Main revenues of Population There is a network

environment in Dubai are involves 80 of seven industrial
UAE is stable but obtained from percent of areas in Dubai, one
structure of tourism, real expatriates. business park, and

government is estate, and Crime rate is Nil. three highly

dynastic both at financial specialized and
national and services. 70 percent of successful free
Emirati levels. Dubai population zones having
Records till comprises of international
The operations of February 2009 males. distinction, two
Dubai’s reflect foreign
government debt of Dubai at There is world class
represents approx. USD 100 provision for seaports, major
constitutional billion. more than one international
airport, modern
monarchy marriage.
There are no network of
framework.
direct taxes on Traditional dress highways, high
Trade policies are corporate profits codes are there class
open with no or private but there are no telecommunications
protective duties incomes. dress codes for services and
or lesser tourists. networks, and
Customs duties
restrictions. reliable power and
are as low as 4
utilities.
percent having
26
Well defined and several
sound framework exemptions.

for business is There are no

followed with controls on
clear ownership foreign
rules.
exchange, any
trade barriers or
quotas.

Import duties
are competitive
in nature.

4.2. Significant factors of macro environment –

From the political, economic, social, and technological factors identified and
mentioned in the previous section, it can be said that the Dubai market is
highly welcoming for new businesses and the macro environment of the
Dubai market has been strengthening over time as well. One of the major
factors related to the government of Dubai is that their debt restructuring
would no longer be an issue for businesses with no entities expected to
default any further. Performance of the market has also been supported and
boosted by the combinations of events and festivals such as Dubai Shopping
Festival, Russian and Chinese New Year’s celebrations, and Saudi school
holidays. The leisure market is also doing well for Dubai (John 2012). All
these factors have a positive outlook for the new event management
business that is being proposed and planned as the market seems to be
highly welcoming of events and also individuals and families that would look
for parties based on themes at their preferred locations.

27
4.3. Types of competition –

Over the years Dubai has emerged as a high class environment for business.
Dubai now provides a logical platform for businesses and investors proving it
to be huge market for the global economy. Levels of crime being low and the
country being politically stable, more and more number of businesses are
feeling attracted to the Dubai market for doing business, thereby increasing
the level of competition as well. Foreign direct investment (FDI) has been
more attracted to the city owing to its open economic policy, minimum
control of the government, and regulation of the private sector. The
provision of world class infrastructure by the city attracts more of
international businesses. Moreover competitions are raised from the
availability of cost advantages which are obtained due to absence of foreign
exchange controls, trade barriers or quotas. The network of foreign trade is
also extensive in nature, resulting in higher attraction of businesses, and
hence increasing the competition in the market (Dubai for Business 2013).

4.4. Opportunities and threats –

As far as opportunities are concerned, the macro environment of Dubai

market, and the significant facilities related to business policies,
infrastructure, technology are concerned, the new business can be said to
have a welcoming position in the new market, especially considering the new
concept that the business is targeting to the market. The only threat is the
existing competition in the market, which also includes several event
management companies performing in Dubai, and the rising business
prospects in the city, which will make the entry and performance of the new
business significantly difficult.

28
5. COMPANY DESCRIPTION

5.1. Type of business and legal structure –

The new business being planned is based on sole proprietorship. The owner
will alone own the company and will be solely responsible for the assets and
liabilities of the business. It will be the responsibility of the owner to arrange
for the necessary license and permits in order to enter and perform in the
Dubai market. Regulations for the particular industry will have to be
followed. Since the business will be sole proprietorship, the control of the
business will be completely in the hands of the owner and the business will
be easy and inexpensive to form (Sole Proprietorship n.d.). For the growth
of the financial sector, Dubai has introduced certain laws for its businesses
which will be necessary to consider. These include Companies Law, Contract
Law, Arbitration Law, Insolvency Law, Data Protection Law, Collective
Investment Law, Investment Trust Law, Single Family Office, Special
Purpose Company Regulations, Payment Systems Settlement Finality Law,
Preferential Creditor Regulations, and Strata Title Law (Independent
Legislative Framework Based on International Standards 2013).

5.2. Mission and objectives – The

mission of the business is to –

 To offer customers with theme parties at home and solve their

problems related to expensive venues and menus.

 To target customers that prefer to celebrate different occasions
primarily in their homes or offices and arrange such parties based on
particular themes, meeting the expectations of the customers.

In order to achieve this, the following objectives are being targeted –

29
  To prepare an effective team of management that will look after all the
managerial processes of the business and operations.

 To enter the Dubai market and establish the company.

 To effectively market the offering of the ‘theme parties of home’ to the
target market explaining them to the benefits and uniqueness of the
new concept.

 Hence to effectively position the new business in the minds of the
customers, and with success in the Dubai market, to expand across
the UAE.

5.3. Distinctive core competencies –

The distinctive core competencies of the company will include the following:

Core Competency 1 – The ability to target a new market with a new concept,
which has been based on the need of customers in the market.

Core Competency 2 – Highly qualified professionals will be part of the

company who can effectively determine the market needs and accordingly
plan for the services being offered.

Core Competency 3 – The advanced technologies will be made used for

arrangement of the parties hence making them interesting and attractive for
the customers.

Core Competency 4 – Unique marketing strategies that will target existing

competition in the market and gain competitive advantages.

30
5.4. Management and ownership –

Ownership structure – The ownership of the business will be based on

sole proprietorship.

Figure 5: Sole proprietorship for the business (Collins 2014).

Internal management team – The main business management categories

that will be part of the new business will include Sales and Marketing,
Administration, Services, and Human Resources. There will be some key
management personnel who will be in charge of the management roles in
these departments.

External management resources – The external management resources

will be considered as backup for the internal management. Thus there will be
a team of external professional advisors for the company such as
accountants, bankers, lawyers, business consultants, to advise for the
business measures as well.

Human resources needs – The Company will have its own employees. For
this purpose effective recruitment and selection processes will be conducted,
and thereafter suitable training and development will also be provided to
them.
31
5.5. Board of directors and rationale for members –

The board of directors for the company will be formed including the owner
and other highly qualified professionals that essentially possess the skills
and knowledge which is required for the particular business. Thus the team
will include those that have experience in the field of event management,
and for the best arrangement of parties, especially considering theme
parties. A total of 6-7 professionals will be part of the board that will meet
every time and decide on all major activities and processes of the business.
Two factors that will be focused while deciding on the board include their
experience and their diversity. Diverse individuals tend to contribute
effectively through varied ideas, which can prove to be beneficial for the
business. Most importantly, the members should realize the purpose and
objectives of the business and perform accordingly.

5.6. Management staff structure –

For the initial start of the business, around 20 staff or employees will be
needed who will be working in different departments under specific
managers. The structure that is being planned can be represented as
follows:

Chief Executive Officer

Sales and Adminis- Services Human Financial

Marketing tration Manager Resources Manager
Manager Manager

Sales and Admin and Services Human Staff for

32

Marketing Technical Staff Resources Managing

Staff Staff Staff Finances
Figure 6: Management Staff Structure for the New Business

5.7. Key Managers –

The key managers for the business will be the following:

Sales and marketing manager – He will be in charge of the marketing

strategies and activities of the business and will target practices that can
most effectively position the business in the minds of the customers in the
new market.

Administration manager – He will in charge of looking after the

administration related tasks of the company and will also look after the
technical needs of the company based on which he will allocate the right
staff to take care of the tasks.

Services manager – He will mainly look after the needs and expectations
of the customers and hence for the delivery of the right services to the right
customers at the right time, involving the staff working under him.

Human resources manager – He will look after selection and recruitment

of the right candidates for the business, and also for arranging for their
training and development.

Financial manager – He will look into the matters related to financing and
financial management of the business.

33
6. MARKETING ACTIVITIES

6.1. Overall marketing strategy –

Figure 7: Overall
Marketing Strategy for
the New Business

The overall marketing

strategy of the business
involves
understanding the exact needs and expectations of the customers – in terms
of their party needs, theme based parties, and lower costs. Based on such
understanding and market analysis, including the existing competition, the
marketing mix has been developed defining the price, product, promotion,
and place for the new business.

34
6.2. Specific marketing mix –

The marketing mix for the new business has been planned and is being
proposed as follows:

Product – The product that the new business is offering is a new concept of
partying. Theme based parties will be offered to the target market that is
facing problems owing to the current method of arranging parties through
event management companies, involving high costs. The new business offers
to arrange for occasional and theme based parties at the individual’s or
family’s residences or preferred places by the customers.

Price – The customers are already disappointed with the huge costs
involved in arranging for the parties. Hence reasonable prices will be offered
by the new business, which will attract the customers more towards the new
concept.

Place – The target market currently chosen is Dubai. However once the
business establishes successfully in Dubai, it will expand across the UAE. The
target market includes those individuals and families that are party loving in
nature, and require professionals to arrange for the same.

Promotion – Promotion of the business will be done through advertising

measures, based on the use of the media such as television, radio, or
printed media. The internet technology will also be made used through
development of social networking pages and website for the business.
Campaigns can also be targeted to target different areas of the market to let
customers know about the new company.

35
6.3. Strengths and weaknesses –

The strengths and weaknesses of the marketing strategy and mix being
planned for the new business can be tabulated as follows:

Strengths Weaknesses

 The strengths of the marketing  The major weakness of the

strategy lie in understanding strategy can be faced with the
the exact needs of the existing competition and event
customers and targeting them management companies in the
with what they are expecting. market, which might prove to
 be barriers for effectively
 Lower pricing strategy will 
pursuing the marketing activities
prove to be beneficial for the
of the new business.
business in attracting greater
number of customers.

7. PRODUCTS AND SERVICES

7.1. Product description –

The offering of the new business is basically a service that will arrange for
theme based parties for its customers. The focus will be on offering
customers with arrangement of theme parties in homes where the
decorations of the parties would depend on particular occasions (birthdays,
marriage anniversaries, retirement, and engagement celebrations). For
example, for celebration of birthday of a girl the themes could include Barbie
theme, Dolls theme, or Pink theme. For birthday of a boy, the themes can
include Cartoon themes, Blue theme, Cars theme, and others. For
celebration of engagement parties, themes can be based on flowers, posters
of couples, with colors of red and white theme. Party brochures will be
prepared that can give the customers better ideas about how the theme
36
parties would look like offered by the new business. The idea is to make it
cheaper and convenient for the customers to enjoy their occasional parties.

7.2. Product life cycle –

The product life cycle for the new business can be represented through the
following figure:

Figure 8: Product Life

Cycle of the New Business
(PLC – The Product Life Cycle n.d.).

These will be the four stages of the product life cycle for the new business:

Stage 1: Introduction and launch of the business/service –

This is the stage where the new business will be launched in the new
market, which is Dubai. This will include researching the market based on
which business and marketing decisions would be finalized. During this
phase, the costs for the company will be high and the profits will be low till
the time the company is positioned in the minds of the customers.

37
Stage 2: Growth and development –

This is the phase when the service/business can be expected to create its
position in the market and accordingly the sales and profits should gradually
be rising. Thus return for investment should be able to be achieved during
this stage.

Stage 3: Maturity and competition –

During this stage it can be expected that the competition will increase and
hence lead to increasing costs for the company which will require indulging
more into advertising and promotion. Offers and discounts will be offered to
retain existing customers and attract new ones, during this stage.

Stage 4: Saturation and decline –

This stage would reflect sales and profits declining for the business, which
may occur due to new entrants in the industry, higher costs, or change in
preferences of customers, and other reasons. Depending upon the situation,
the business may be shut down or diversified.

7.3. Copyright and Intellectual property right –

Intellectual property (IP) rights arise when there is a new invention or ideas
being presented and implemented. Hence protecting the new ideas is a
necessity for a new business, such as the one being discussed in this
business plan. As for the new business is concerned, the idea of theme
parties at home is a new idea/concept being suggested and hence needs to
be protected. Copyright protection can rightly be applied which is free and
automatic as well. With copyright protection the business will receive a legal
protection for the original ideas being expressed through the business and
its owner. For copyrights there is no need for registering for the ownership
for assertion or receiving protection. The original ideas and works can both

38
be protected with copyrights for the business (Protect your business name
or idea 2014).

7.4. Research and development activities –

This will include activities of investigation by a special team to research and

understand the exact needs of the customers and hence develop for the
services and the right processes that can meet the expectations of the
customers. For this business, the focus will be particularly on the type of
parties the customers or the target market in Dubai and UAE is looking for,
the themes that can best suit the different occasions, the best processes and
technologies that can be used to arrange for the parties at the preferred
locations of the customers at costs that can be easily affordable by the
customers.

8. OPERATIONS

8.1. Product and service delivery procedures –

The business offers a service of arranging for theme parties at home. For
effective delivery of the services, the SAS service delivery process can be
considered as effective. It involves a comprehensive set of tried and tested
procedures that focuses on maintaining the quality, integrity, availability,
and agility of the application, network infrastructure, and services. Designing
of the network is the initial stage focused by SAS service delivery process.
The processes will be considered based on the particular needs of the
business. The components of the network would be arranged and configured
by the team of SAS. Also, the monitoring and management of the network
will be obtained by the service desk of SAS (Service Delivery Process 2014).

8.2. Supply chain –

The supply chain for the business can be represented through the following
figure:
39
Figure 9: Supply
Chain for the Business

For this business, the raw materials would include all those materials that
will be necessary for arranging for the theme parties at homes. Hence
suppliers will be required for providing those materials. Manufacturing might
be required for particular decoration materials that will be used for the
parties. Distribution would include carrying all necessary materials to the
customer’s site for arrangement of the parties. Hence these are the main
factors that will be involved in the supply chain of the business.

9. FINANCIAL ANALYSIS

9.1. Funds needed –

Since the business is targeted at a small scale for the initial establishment,
funds of around AED 30,000 are expected to be invested. Of this amount,
around 30 percent will be invested by the owner, while the rest of the
amount will be borrowed from the bank. The funds are being planned
considering the fact that the parties will be arranged mostly at the
residences of the customers, or their offices, and hence there will not be
40
requirements for separate venues which would otherwise prove to be costly
both for the business as well as the customers.

9.2. Balance sheets –

The projected balance sheet for the business has been planned as follows:

Balance sheet for the first year of the business –

Assets Amount (in Liabilities Amount (in

AED) AED)

Cash 2,000Accounts payable 0

Accounts 0
receivable

Inventory 0Total liabilities 0

Land 0

Building 0Owner’s equity

Equipment 8,000Paid in capital 10,000

Other assets 0Owner draws 0

Retained earnings 0

Total equity 10,000

Total assets 10,000Total liabilities 10,000

and equity

Balance sheet for the second year of business –

41
Assets Amount (in Liabilities Amount (in
AED) AED)

Cash 1,500Accounts payable 500

Accounts 2,500
receivable

Inventory 0Total liabilities 500

Land 0

Building 0Owner’s equity

Equipment 8,000Paid in capital 10,000

Other assets 0Owner draws 0

Retained earnings 1,500

Total equity 11,500

Total assets 12,000Total liabilities 12,000

and equity

9.3. Cash flow statements –

Cash flow statements for the first two years of business –

Particulars Year 1 (Amount in Year 2 (Amount in

AED) AED)

Beginning Cash 2000 13,800

Balance

Cash In:

Cash sales 0 2,000

Accounts receivable 0 2,500

collections

New loans 20,000 0

42
New investment 0 0

Cash Out:

Equipment Purchased 8000 3000

Expenses paid 100 200

Inventory on hand 0 200

Principal payments 100 200

Ending Cash Balance 13,800 14,700

9.4. Capital requirements –

The initial capital requirements for the business would include the capital
that will be necessary for expenses for launching the company in the new
market. In order to obtain the exact needs, the marketing plan for the
business will be strategically developed. The products and services of the
business have been described and strategies would include the possible
means to establish the business in the new market, and hence requirements
of capital will be essential for purchase of land, building of the office, for
advertising and promotion, and for delivering the services being offered.
Costs will also be incurred for the development of the processes and services
that will rightly be able to meet the demands and expectations of the
customers. Funds around AED 5,000 will be spent on advertising and
promotion of the business as well.

10. CONCLUSION AND RECOMMENDATIONS

The business plan has been focused on developing and presenting a new
concept of theme based parties at home, focused to be initially targeted in
the Dubai market, and gradually spreading across the UAE. Now, considering
the current situation and macro environment of the Dubai market, over
43
viewing its political, economic, social, and technological environment, it can
be said that Dubai would prove to be highly welcoming for the new business.
Particularly focusing on two factors, such a conclusion can be drawn.

 Firstly, the Dubai government welcomes new businesses providing

them with facilities and infrastructure, which are essential for the
success of a business.

 Secondly, individuals and families in Dubai are highly interested in
occasional parties which currently are organized by events
management companies, and the costs for such arrangements are
huge for the people to afford.

Considering these two factors, it can be said that the concept of theme
based parties at home will be interesting and attractive for the market,
particularly because it will reduce the costs for the customers and also make
it more convenient for them to enjoy each occasion that they want.

The market is another issue, which can be considered to be highly

competitive particularly owing to the presence of a number of events
management companies already in the region. It can be said that the initial
entry for the business in the new market will be tough and there could be
significant barriers from the existing players in the market. However, with an
effective marketing mix, the new business should be able to target the
market well. It has been obtained that the business is focused on
understanding the exact needs of the customers and meeting them. Hence
this would essentially create a position in the minds of the customers.
Although the start up might require significant amount of effort and time,
but it can be well expected that the business will run successfully with
passage of time.

44
The most essential factor that makes me business suitable and feasible for
the Dubai market is the existing trend in the sector. The rising population of
the city and the changing preferences of customers are creating further
demands for event’s organizers. The new business can be said to be rightly
targeting the target market with an absolutely new idea that is not only
attractive and cheaper for people to afford, but also highly convenient and
effective for families and friends who want to party together. And, Dubai is a
market where newness is welcome by all. More importantly, the current
offerings of the events management companies are unable to satisfy the
needs of the customers, and hence the offering of the new business can be
concluded to be feasible and should be implemented with due effort.

10.1. Recommendations –

The following recommendations would be suggested for the implementation

of the new business –

 Market research needs to be conducted on a frequent basis. While it is

essential for the initial start up of the business, such research needs to
continue in order to note any changes in the preferences of the
customers, which then the company would be required to address
essentially, to retain its existing customers, and also attract new ones.

 The marketing of the new business is one of the most essential factors
for the establishment of the business and spreading about it among
the customers. Unless the marketing strategies are effectively
implemented, chances are that the new market would not be well
aware of the company or its services. Also, people need to know the
uniqueness of the new business in order to get attracted to it. Hence it
is recommended that particular focus is given on the marketing
management and team selection, which would be responsible for the
marketing decisions and activities for the business.
45
  It is already established that the concept of the new business is new
for the Dubai market. However, since there are existing events
management companies in the region, and the competition is high, it
can be expected that the same concept will be tried to be indulged by
other competitors as well. Hence continuous innovations and
uniqueness is essential for the new business to keep it distinct from
other competitors in the market. Depending on the needs of the
customers, new designs and ideas will have to be developed on a
regular basis. Moreover, it is recommended to offer customers with
discounts and offers as well to keep them attracted with the company.

 Finally the selection of the board of directors, the management teams,
and the staff need to be done with extreme care since human
resources are the most essential part of an organization that will be
responsible for all decision making and accomplishment of tasks.
Hence due time and care should be allotted while creating the teams
and also while allotting them with individual tasks and responsibilities.
Employees should also be well trained to communicate effectively with
customers to create a positive relationship between the company and
the customers, highly essential for keeping them attracted to the
company and its services.

 It is also recommended to encourage the human resources
management team to indulge into training and development sessions
for the staff, to keep them updated with the current market scenarios,
changes needed for the business, and other factors which might
otherwise affect their business. Employee motivation is recommended
to keep them encouraged and motivated towards their work, which will
result in their high performance and effort for the business and hence
success.

46
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