Caribbean Advanced Proficiency Examination

Entrepreneurship Unit 1- School Based Assessment

Title : To Determine the factors that had contributed to the success of the Entrepreneur's
business;with strategic techniques to investigate how ideas were generated amongst the firm
;Lastly to discover how the Entrepreneur's practises and implements Creativity within the
venture.
Name of Candidates: Jahiem Taylor
Brandon Abrams
Rebecca Junor
Geovina Dick
Ricardo Carter
Centre Number: 090045
Name of Teacher: Ms.Tellman
Territory: Guyana
Year of Examination: 2020

Table of Contents

1
Introduction 4
Aim and Objectives 5
Methodology 6
Literature Review 7
Presentation of Data
● Name and Description of Venture
10
● Background of the Entrepreneur Prior to Starting The Venture
11
● Characteristics of The Entrepreneur 12
● Origin of the Venture 13
● Industry and Market Description 14
● Key Historical Events in the Start and Existence of the Venture 15
● Present State of Venture 16
● Major Present and Future Challenges and Emerging Opportunities 17

Impact of Self 18
Conclusion 19
Bibliography 20
● Person Interviewed
● Publications
● Websites
Appendices
● Sample of letter and Interview Questions. 21
● Organizational Chart 22
● Pictures of Items Offered at John Lewis Styles 24

Title Page

2
Topic: An investigation on the Entrepreneurial Mindset, Entrepreneurial Process ,Innovation and
creativity of an established business organization that can be found in the fashion and beauty
industry.

Title: To investigate the factors that contributed to the success of the entrepreneur's business,the
techniques used to generate ideas and how the entrepreneur practises and implements creativity
and innovation within the business “John Lewis Styles".

INTRODUCTION

3
This Internal Assessment involves an investigation of the Entrepreneurial Process,Mindset and
Creativity and Innovation at John Lewis Styles .The importance and value of entrepreneurship
today is so vital,it is responsible for our economic survival in a world where resources are scarce.

An entrepreneur is an initiator, a challenger and a driver.Someone that creates something

new,either an initiative,a business or a company. John Lewis styles shows this vision and
Creativity in the boutique business He has developed .Based on the present trends in Society
Fashion and Beauty has and continues to play a major role and impacts both males and
females.They long to not only look beautiful but also to keep up with the trends in Society.John
Lewis offers clothing,footwear and accessories which are affordable to meet all customers
pockets but they still maintain high quality products.

The fashion industry has become a thriving entity in Guyana where everyone wants to enhance
their beauty in which industries are required to continue to find the next trends in order to meet
consumer needs and desires through the development of many boutiques,Barber shops,Beauty
salons etc. The following are the definitions of significant terms within the title of the IA.

● The entrepreneurial Process is a process of pursuing a new venture that involves more
than just problem solving in a typical management position.The entrepreneur must
find,evaluate, and develop an opportunity by overcoming the forces that resist the
creation of something new.
● Co-writers and Economists. Mathew Syed of financial times refers to the Entrepreneurial
mindset as the only psychometric tool available today that is designed specifically to
measure and build a growth mindset at an individual,team and organizational
level.People's mindsets manifest as a set of beliefs, altitudes and behaviours that greatly
influence the performance of individuals and the organizations they are apart of.
● Creativity leads to success by creating new ideas for competitive advantage.The whole
process of entrepreneurship is rooted in creation and exploration of new ideas.When an
entrepreneur is able to generate a new idea that is feasible as well as efficient, it gives
him an edge over the competition.

John Lewis Styles incorporates the four fundamental elements,Entrepreneurs mindset,process

and Creativity and Innovation are of vital importance in the business's profitability and
successful business venture.

Aims and Objectives

Objectives

4
 1. To identify how an effective innovation process can improve or affect the business.
2. To Determine how the Entrepreneur as a role model exercises creativity of clippers
Beauty supplies.
3. To investigate the entrepreneurial processes taken by the entrepreneur of John Lewis
Styles.
4. To investigate the factors that lead to the success of the business.

Methodology

An interview can be defined as a qualitative research technique that involves conducting

intensive individual interviews with a small number of respondents to explore their perspectives
on a particular idea, program or situation in which a structured interview was prepared.

5
Structured interview consists of a series of predetermined questions that all interviewees answer
in the same order.Data analysis tends to be more straightforward because researchers can
compare and contrast different answers given to the same questions. The researchers chose to do
this method because:
● It provides flexibility to the interviewers.
● The interview has a better response rate than mailed questions, and the people who
cannot read and write can also answer the questions
● The interviewer can judge the non verbal behaviour of the respondent.
● The interviewer can control the order of the question,as in the questionnaire and can
judge the spontaneity of the respondent as well.
● The interviewer can decide the place for an interview in a private and quiet place, unlike
the ones conducted through emails which can have a completely different environment.
However there are also some limitations that can be encountered.
● Conducting interview studies can be very costly as well as very time consuming.
● An interview can cause biases. For example, the respondents can be affected by his
reaction to the interviewers race,class,age or physical appearance.
● Interview Studies provide less anonymity,which is a big concern for many respondents
● There is a lack of accessibility to respondents (unlike conducting mailed questionnaire
study) since the respondents can be around any corner of the world or country.

Literature Review
T
he researchers gathered the information According to (Fiona Queens 2006).
The fashion and design industry refers especially to the development of the design and creation
of clothing,shoes and accessories.In the 19th Century the history and the Development of
Fashion Industry Started up.Successful Entrepreneurs like "Charles Fredrick Worth" just to name
a few , among Draper in Paris .Most of the masterpieces was handled by innominate

6
workers.Frederick designs became Victorious that he could dictate his customers on what to
wear.
The History originated in Paris throughout the early 20th Century.Fashion magazines from many
ports sent their editors to Paris Fashion shows ,while departments sent buyers to purchase
garments and copy them.At the time there was no defined segregation between " ready-to-wear
"and "haute couture" .And the modes of production were not even close from being competitors .
Jeanne Paquin, one of the first female couturiers, opened branches in Buenos Aires,Madrid and
London. Other influential designers of the time were Mariano Fortury and Jacques
Doucet.Doucet was great when it came to superimposing pastel colours. Many have tried to
reach his qualities ,but rarely reached his success.Changes have been made after the first world
war .Corsets and bouffants coiffures were out of styles.Bobbs and dresses above the knee where
in .Some women borrowed clothes from men,although couturier were reluctant about this
androgynous style,they soon embraced it.
Around 1925 ,new waistless and bustle silhouettes known as flapper style or the garçonna
became popular" ."Coco Chanel " and "Jean Patou" are designers who popularise this look. Paris
was no longer the global centre of fashion after world war 2.In the 50's the focus of fashion
changed as a new youth style emerged between 1960 and 1969 the structure of fashion crumbled.

According to Caribbean and amp;(April 12th, 2014 )Caribbean fashion has had a slow start
but is now starting to be appreciated by more people worldwide.The influences that caribbean
clothing has had on many countries around the world are unique.This has changed the fashion
that is most associated with this area.The amazing work carried out by the the local population
and the caribbean standpoint to lively,beautiful colours has led into the workings of the modern
caribbean Fashion scene.

The influence of fashion movements around the world can be seen in a Caribbean fashion and is
firmly in the fashion map. Moreso the Caribbean fashion week has played an integral role in
dashing and sophisticated clothing as Caribbean Fashion.In (2001) the event has grown to be a
major one in the caribbean .This event would would have been great for Caribbean local fashion
designers to showcase their activity,accompanied by International Coutures.Whether they
showcase the colour or styles of the caribbean they would still want to have the experience in
many markets as possible .Illustrious fashion designers like "Tyson Beckford",and "Brian
Mcknights"have all been recognized at the Caribbean Fashion week exposing Brands and
Designs to the world at large.Even though it doesn't reaches the standards as "London", "New
York" and "Milan",it should be regarded equal as many fashion weeks that occurs
internationally.
"Dominican Republic Fashion week " or "Trinidad and Tobago Week " are Caribbean Islands
that have been motivated by the caribbean Fashion week .The fact that fashion is growing,more
Caribbean people would develop a passion for fashion.
This would surely not be the same results for all Caribbean nationals, but the bright,colourful and
appealing clothing are all apart of the caribbean lifestyle .Even thought the Caribbean fashion

7
history is not the same as Foreign fashion history,it shouldn't be an insult but more as a
motivator for designers to create with greater freedom and innovation.

According to the Launch of Guyana Fashion Designers Council and the Guyana
Manufacturing and Services Association(30 June 2013).The delegation of the European
Union in Guyana which is apart of the European External Action Service-the EEAS, which is
also apart of the European Union’s diplomatic, was established in 1975 following the signature
of First 'Lomé Convention' ,In which currently represents the European Union in two other
countries and territories of the region namely Suriname and Trinidad and Tobago ,However the
Secretariat is headquartered in Georgetown , Guyana.
Over the period of the delegation they have been actively involved in promoting the values and
policies of the European Union in an open and equal partnership with the countries that are a part
of the delegation which focuses on poverty reduction and the smooth and gradual integration of
the countries in the world economy.
However the EU cooperation funds fashion design in guyana via the Caribbean Export
Development Agency -CEDA in which The Guyana Manufacturing and Services Association
obtained a grant of 30 Thousand Euro from CEDA for capacity building in different areas,one of
which is fashion designers council,and the funds were also used to fund capacity building
activities for operators in the local fashion industry,including training by professionals from
abroad and visits by local fashion designers to centres overseas .The European fashion Industry
has always been the pre-eminent fashion design and the biggest market in the world for the
fashion industry.
However of recent according to Tangerine Clarke (Caribbean Life) on May 24 to 27 2019,
Guyana had reportedly had its first ever Fashion Showcase take place at the Ramada Georgetown
Princess Hotel, which was a potpourii of creativity and style that turned out to be a huge
success to the evolving of Guyana’s Fashion.

Name and Description of the Business

The official business name is John Lewis Styles which is located at 186 Waterloo Street, South
Cummings Burg,Georgetown Guyana. This venture is a family owned and run business by Mr
and Ms. Lewis. John Lewis Styles is a fashion boutique that offers both men and women
clothing, footwear and accessories and as an authorised dealer for nautica,Levis,
Dockers,Haynes,Totes and many others they have become a household name among families.
The vision of the business is to grow and expand two floors up in which he'll be offering
household equipment.The mission of the business is to offer quality goods and services to its
customers and to simply be different in every area of fashion, styles and trends.The business's
core business values are to have a close relationship with employees and offer high quality goods

8
and services.The venture is 16 years of age in which it was established on October 10, 2003 and
currently has 18 employees, with more than 10,000 sq ft of space to browse, an expanding
product line and great customer service.

Background of the entrepreneur prior to starting the business

The entrepreneur Mr. John Lewis is forty-three years of age, to better understand the business
sector of the company Mr. Lewis pursued his degree in business management at the University
of Guyana.' John Lewis Styles' is a family oriented business because Mr. Lewis began the
venture with the help of his wife. Since his parents owned and open the Gift center and his wife
parent’s work at fogarty’s so they observed how their parents operated and managed the venture
and see how happy their parents were and customer that was so a benefactor of him becoming an
entrepreneur and the also saw there was a need for customers so they decided to open a business
in the fashion industry were they would supply new clothing lines for females and males. He
would like the business to develop more so they will be able to supply more men's clothing and
for children.

9
 Characteristics of the Entrepreneur

Mr. John Lewis characteristics showed his ideas are to further his growth as a business owner
and further grow and expand his business two floors up in which he will be offering household
equipment such as Refrigerators, microwaves,washing machines etc .
Apart from offering quality goods and services to customers, he also gives back to the
community. Every year he donates money on their anniversary to at least 7 to 8 charities and he
also gives as much as he can during the year.
Mr.Lewis displayed characteristics such as:
● Creativity and Innovation
● Hardworking
● Management Skills and Knowledge
● Honest with strong morals and principle
● Persistent

10
 Origin of the Venture

John lewis styles was established by Mr. Lewis on the 10th of October 2003, He saw a need to
supply consumers with the latest trends and brands in clothing.His wife later on joined the
journey in which they had started with just female clothing and gradually expanded to supply
various clothing areas in fashion.

11
 Industry and Market Description

● "John Lewis styles" is categorised under the fashion and beauty industry.

Where they offer a wide range of products to choose from with affordable prices; such as
watches,Purses,Perfumes/cologne,Jewelry,
Hats,footwear,lingerie,vest,Underwear,Male shirts consisting of over fifteen Brands ,skirts,
skinny jeans and so much more.

● The organisation is a known name among family members,the owner comes from an
Entrepreneurial background.

Both Mr.and Mrs. Lewis comes from an Entrepreneurial background where they have obtained
the entrepreneurial mindset. Well first of all Mr.lewis parents and siblings are the founders of the
Giftcenter and shoe source on regent street Georgetown ,Guyana.And Mrs.lewis' mother has
worked at the Fogartys store so she was aware of the management if business and so forth.

● The firm is under the expanding and maturing stage of the Industry life cycle.

12
"John Lewis style "intends to expand two stores higher so that they can begin to sell House-
whole appliances and furniture. But before taking that risk to invest capital in that area they must
think economically.A smooth flow of the economic system allows for entrepreneurs to know
that they can make an investment with high yields of surplus in return.So Mr.and Mrs. Lewis are
waiting after the Elections to see how things go and when ExxonMobil starts up there process,to
know how the economy will take off so that there innovation and ideas wouldn't be as a deficit.

"John Lewis style " was established on the 1st day of October,2003.And is one of the leading
fashion and beauty industries in the caribbean. Hence the slogan "simply different" Because they
offer a wide range of gents clothing,Mature women's clothing,and Mid-aged clothing in all sizes
ranging from (s) small to size 24 (W) for women and 5(XL) for men.

Key Historical Events in the Start and Existence of the Venture

A major key historical event is the launching of the John Lewis Styles. To their target market (mature
women ),On the 10th day of October 2003 , to the community of Cummings Burg.And the introduction of
Gents clothing has led to a higher Demand.
Finally a major setback was keeping up with the trends of society as it relates to women's fashion.

13
 Present State of the Venture

Presently John Lewis Styles has achieved the goals that were set out which were,growth as
relates to both women and men fashion in which he offers outfits of all sizes and he has also
offered accessories and perfume to reach everyone's pockets. Some strengths of the business has
to be the managerial capability because Mr. Lewis allows his employees give feedback on the
innovation and to input creative ideas which shows that he is a democratic leader and has no
decision making problems with his venture another strength is that they are one of the leading
men stores.One major set back of the venture is keeping up with the females fashion since
trends are rapidly changing.

14
 Major present and future challenges
Currently the problem facing John Lewis Styles is the case of keeping up with the women's
clothing line in the fashion industry because every day the women clothing is being improved or
something new is coming out.Also there is always a need for different variety of
clothing,because most boutique caters for the younger slimmer woman but John Lewis styles
catered for older women.

Mr. Lewis wanted to add a third floor to his business, but he cannot due to upcoming elections
which plays an integral role in the economy. .Another challenge includes imported goods and
having to wait on customs to do 100% inspections and checking out the invoices,which slows
down the process of making a turnover to pay off suppliers.

Furthermore Due to the increase of the foreign exchange currency it can also put a toll on the
business financially, so the $US 1 is almost equivalent $ G 217.00 and if you're exported it's $US
1 to $G 336 so the business owner will now have to be cautious on the amount of goods he
imports and would have to keep prices affordable to meet customers needs thus being at a loss.

15
 Impact of Self
Brandon Adams
While helping my fellow group members conduct this IA, it made me realize that it takes a lot of
determination, risk taking and self-motivation to be able to start up a business and It also
inspires me as a researcher because it has brought me to a realization that it's not about whether a
person is born to do a certain job but whether they are confident in themselves and to have the
mindset to be successful when entering into a venture because you never know you might end up
doing something totally different from what other persons are doing.

Ricardo Carter
The impact this research give to me was a good one to myself because it showed me the
important factors about when starting a business you must ensuring that there is adequate capital,
a solid business plan, commitment and determination to the aims set out, Being knowledgeable
of the competition with which the company will have to compete and adapting to change in
market are key factors that will play an integral part in the succession of the business operation.

Jahiem taylor
As a student doing the IA it Inspired me and showed me that creating a business venture does not
mean that you don’t always need to have the highest in education to start up a business but you
would still need to give yourself the necessary skills to carry out tasks and can also seek out
advice from persons who were once in your shoe about to start a business from scratch and doing
this researcher it showed me that simple things like poor planning,perseverance and inadequate
record keeping can be the downfall of a business before even reaching the market for sales.

Rebecca Junor
As one of the fellow researchers this IA has given me an acceptance to how an entrepreneur is
important, it has helped me to grow a stronger respect for entrepreneurs and also to see from
their perspective.This IA has been eye opening to the procedures of how entrepreneurs begin
their business venture. The research done was very informative for my future aspirations by
showing me how I should go about opening my own fashion and makeup boutique. Since

16
Fashion is a fast-paced industry , it’s constantly changing.Mr.Lewis highlighted that you need to
be flexible and able to adapt to the changing demands of your business, by learning to act
quickly before new ideas and opportunities lose their spark.I was also awestruck by the drive and
passion Mr.Lewis had for his business, despite all the challenges he had encountered, he still
possessed a clear vision on what he wanted to achieve and he accomplished it through
confidence and perseverance which has inspired me to do the same when I'm in his position as a
business owner.

Geovina Dick
The impact this research had on me was very inspiring because when the I had stepped into
"John Lewis Styles" the feeling of enthusiasm aroused me and while the interview had being
conducted the interviewee, Mr.Lewis said "Remember to never limit your thoughts,Dream big
and with hard work and consistency you are bound to be Successful".Conducting this research
has not only helped me to be visionary but it has only helped me to build a Mindset that is goal
oriented. Moreso I acknowledged that Being a systematic Planner,Carrying out leadership
styles,being consistent,having the drive,are all characteristics of Mr.Lewis in which I will adapt
for my further endeavours. Also you must be aware of the changing demands of customers and
to be vigilant to your competitors who are always trying to find a new way of attracting your
customers.And your Target Market plays in an integral role in the succession of your Business.

17
Conclusion

This IA is focused on the Entrepreneurial aspects of John Lewis Styles which aided the
researcher in comprehending what are some of the entrepreneurial skills needed to effectively
run and maintain a successful business which was, being involved in the day to day operations of
the business. Another skill is involving Employees in the decision making process, when there is
only one person or a handful of people making a decision, the decision-making process can
become narrow and focused on one topic or one outcome. When you involve more minds,
different ideas may be brought to light and solutions may be proposed that were never before
thought of. Your employees may have a few ideas on how to improve the company, but unless
they're brought into share their thoughts, they may never have a chance to express themselves.

It was clear that some factors that contributed to the success of the business were that John
Lewis Styles is diverse in its product hence the slogan "simply different" because they offer a
wide range and variety of products catering for young, middle-aged and more mature customers.
In addition another factor is the knowledge and Entrepreneurial background of both Mr. and Mrs.
Lewis. Lastly, another reason why John Lewis Styles is successful is because they offer quality
products at affordable prices.

Since the main problem faced by the company is keeping up with trends, which changes rapidly,
the researcher recommends that Social Media and other social sites should be used to keep in
form and up to date with the latest in the fashion and beauty Industry which would automatically
attract more customers to the business. Another recommendation is to have a suggestion box for
customers to recommend new products that are in demand, this way the business can directly
meet the needs of customers

18
 Bibliography
Person Interviewed
● Mr.John Lewis

Book:
Lystra B. Stephens-James (Author), Mauvalyn M. Bowen (Author), Cuthbert C. Joseph
(Author) (August 11, 2014) Entrepreneurship for Caribbean Students Paperback

Websites

History of Fashion

Published: 4 Dec 2019

http://www.ouchfashion.com/the-history-of-fashion-design/

Published:Oct 2008
https://www.fibre2fashion.com/industry-article/3730/fashion-designing-the-then-and-now

Published:No date found on website

https://sewguide.com/evolution-of-history-of-fashion/
Published:April 12,2014
https://www.caribbeanandco.com/the-emergence-of-caribbean-fashion-and-couture/

Published:30 June 2013

https://gmsagy.org/news/launch-of-guyana-fashion-designers-council/

Advantages and disadvantages of interview research.

Published: May 24, 2019

https://www.sociologygroup.com/advantages-disadvantages-interview-research/

Methodology

Published: 2019

https://research-methodology.net/research-methods/qualitative-research/interviews/

John Lewis Styles History Published Nov 25 2011:

https://www.stabroeknews.com/2011/11/25/business/john-lewis-styles-takes-a-new-and-
tasteful-turn/
Appendices

19
Cover Letter
St.Joseph High School Woolford Avenue
Georgetown ,Guyana
2019/12/03

The Chief Executive Officer

John Lewis Styles
185 Waterloo Street
South c/burg
Georgetown ,Guyana

Dear Sir/Madam,
We are writing this letter requesting permission to conduct an
interview on your business.In order to complete our School Based Assessment
(SBA) ,so that we can receive excellent grades in the Caribbean Advanced
Proficiency Examination (CAPE).We will be sitting the Entrepreneurship
examinations in June 2020 ,which requires us to complete a school based
assessment on a topic named "The Entrepreneurship Mindset" entrepreneurial
process and innovation and creativity of an established business ". All the
information that is received at John Lewis Styles will be kept confidential.

Thank you for your time .

Your Sincerely ,
Group 3
…………………………...

Interview Questions

1. What is the official name of the business venture?

2. What is the mission statement of the business?

20
3. How long was the business established?
4. What or who made you decide to do this type of business?
5. Why did you choose to venture into the fashion industry?
6. Do you enjoy being an entrepreneur,if yes why?
7. What services or products do you offer to your customers?
8. How many employees do you have ?
9. What type of organizational chart do you have?
10. What are the main ways in which you publicise your business?
11. Do you involve employees in the decision making process?What services or products do
you offer to your customers?
12. How do you analyze your competitors? Who are your competitors and how are their
products different from yours?
13. How would you describe the fashion industry in guyana?
14. How would you ensure you build a great relationship with customers?
15. Do you plan on growing your business? If yes How?
16. What are your short term and long term objectives to achieve success in your business?
17. What method is used in protecting your product?
18. How does your company help the community where it is located?
19. Did you ever experience failure?If so, what did you learn from them?
20. What are some techniques that the business uses to generate ideas?
21. As an entrepreneur,what are some of your strengths and weaknesses?
22. If you had to give one piece of advice to someone just starting out, what would it be?

Organizational Chart

21
 Pictures of Items Offered
at John Lewis Styles

22
23
24
25
Types of fashion that were popular at it's time.

26
27
TABLE OF
CONTENTS
2|
Page

28
29