Online Final Examination Fall 2020

Student I.D: _______________ Date: 13/Jan/2021

JJJJJUNEJune=________________
Course Title: Entrepreneurship Course Code: MGT – 411

Program: BBA – 6 & 2(Y)3A Teacher Name: Umair Ahmed Jalali

Semester: Fall - 2020 Marks: 40

Instructions:
 Student MUST attach the Screenshot Image of the online Admit Card
(Cleared) as Cover Page of Final Assessment. Without the Admit Card
Image, the Final Assessment WILL NOT be graded.
 Student MUST submit the Final Assessment in the Google Classroom by
the above-mentioned DUE DATE. Late submission of Final Assessment
WILL NOT be graded.
 Final Assessment WILL ONLY be submitted in the Google Classroom.
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 Type your Student ID, Student Name, & KASBIT Email ID in the above
given boxes
 Read the given case/questions carefully
 All questions are compulsory.
 Show all necessary calculations

Q1. MCQs (5 marks)

1. An entrepreneur is most commonly the _______ child in the family.

a. Oldest c. youngest
b. Middle d. doesn’t matter
2. An entrepreneur is most commonly:
a. Married c. widowed
b. Single d. divorced
3. An entrepreneur is most typically a:
a. Man c. either
b. Woman
4. Entrepreneurship within an existing organization is called ___________ .
a. Entrepreneurial process c. Intrapreneurship
b. Opportunity identification d. Business plan
5. ________________ is the description of the future direction of the business.
a. Opportunity c. Business plan
b. Need d. Growth
6. The environment of a particular organization is _________________
 a. Sociological conditions c. intrapreneurial culture
b. Corporate culture d. values and norms
7. Intrapreneurial leadership characteristics are
a. Understands environment c. Encourages teamwork
b. Is visionary and flexible d. All the options
8. An attribute indicating the sense of control that a person has over life is called
__________
a. Need for independence c. locus of control
b. Need for achievement d. risk taking
9. ________________ individuals influencing an entrepreneur’s career choice and style
a. Support system c. role models
b. Moral support d. departure points

10. ________________ two companies forming a third company

a. Minority interest c. synergy
b. Management contract d. joint venture

Q2. Case Study (10 marks)

Sara Murray is a serial entrepreneur, having set up three businesses so far. Born in 1968 to
professional parents (her father was a manager at Chloride and her mother was a teacher),
Sara graduated from Oxford University in 1990 with an MA in physiology, psychology and
philosophy. She started work as a management consultant with ZS Associates in the USA and
in 1991 moved to Hambros Bank in London to work in asset finance. In 1993 she started her
first business, called Ninah Consulting. It used technology to improve companies’ marketing
effectiveness, working for blue-chip clients like Coca-Cola and Smith Kline Beecham. In
1999 she started her second business, inspop.com, an insurance comparison website. She
expanded the site to more than 250000 customers within 18 months and then sold it to
Admiral Group who renamed it ‘Confused.com’. In 2002 Sara sold Ninah to Publicis, the
French media group.

Sara is married with one daughter and three step-children. She is a keen sportswoman
– a runner, skier and yachtswoman who helmed an America’s Cup boat across the Atlantic.
She claims that her mother encouraged her to set up her own business, telling her she would
be in ‘control’ and that it was ‘better for having a family’. The idea for Sara’s latest business
came when her daughter disappeared in a supermarket and she wondered whether there was a
technological solution to this problem. She decided to find a satellite navigation tracking
device that could be used in such situations and eventually found a company in California
that had already spent $180 million on developing one. However it was not yet on sale and,
anyway, would only work in US metropolitan areas. Having set up businesses before and
with a range of contacts in finance through her brief City career, Sara decided to investigate
the opportunity herself. A friend introduced her to two engineers.
 ‘I decided to make one myself … I knew the difficult thing would be building the
hardware, because I had never done it before … I was completely consumer-orientated. I said
– this is what I would like it to do for my child. They were completely technology-
orientated. There was a gap … Most technology companies build technology and look at
where they can sell it.’ (The Times, 3 January 2009)

Sara spent £200 000 of her own money on building a working prototype. Relying
heavily on her network of finance contacts she then went on to obtain the first round of
funding from business angels in 2005. The first Buddi device went on sale in 2007.

A Buddi is about the size of a wrist watch and is hung around the neck. It sells for a
small fixed amount above the cost of manufacture plus a monthly charge for unlimited use.
By logging on to the Buddi website it is possible to find someone’s whereabouts on the
relevant page of Google Maps. Their movements can even be tracked in real time. The device
also contains a panic button, which alerts one of two constantly monitored call centers and
has an audio feed to assess whether there is a real emergency. If there is an emergency, the
centres contact a nominated guardian. It can be used for any vulnerable people, not just
children, and operates anywhere in the world. So far the venture has cost just over £1.3
million, funded by two rounds of calls on business angels and further injections of cash will
be necessary. Turnover in 2008 was £3 million.

Q/As

a. In what ways is Sara different from most women? How might these characteristics
contribute to her drive and determination in setting up her own firms?

b. What challenges has Sara faced in setting up her businesses? How has she overcome them?

c. How much of what she has achieved has been down to luck?

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Q3. Who will use your product/service? Explain the geographic, demographic and
psychographic segmentation of the target market? What is your product/service? (5)
Q4. Using the Buyer's Utility Map, you have identified the pain points. In the light of
the identified pain points, explain why your product/service is different and valuable.
Also explain how your product/service is better than the existing businesses serving
your target market. (5)

Awareness  Purchase  Delivery  Use Supplements  Maintenance Disposal This Buyer's Utility M
Quality
buyers' value levers
Is the buyer satisfied with the qualit
buyer's experience
y of it? represent intersecti
Productivity the stages of the ex
 Is it productive for the buyer?
To illustrate, consid
Simplicity 
Awareness
Does the buyer find it simple?
is of the quality of a
Convenience  awareness. Similarl
Does the buyer find it convenient?  read as how satisife
Customisation purchase experienc
Is it possible for the buyer to chang
e things according to their choice? To fill this map, loca
Risk  and mark them usin
Does it reduce buyer’s risk? areas of value
Price  players are already
Is it affordable for the buyer? circles ( ). Finall
competitor value ar
Fun and Image
areas of value that
Does it have a fun or special image 
association?
with blue circles (
Environmental Friendliness 
You may refer to th
Is it environmentally friendly? 
the book to look at

Mark the pain point of customers with (X) in the box above.

Mark with (O) what the competitors are already offering.

Q5. Will you launch one MVP or a series of MVPs till the assigned deadline? Discuss
the roll out plan? (5)

Q6. Explain the marketing effort for your idea, and growth plan? (5)

Q7. How is an opportunity different from an idea? What is the criterion for idea
generation and link it with your business idea? (5)

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