Unit-4

Setting up a Small business

What is a basic business idea?
An entrepreneur should keep in view of future long term goals. The long term thinking is
called basic business idea. An entrepreneur perceives an opportunity for marketing a
product or service. Then he establishes a business unit on the basis of his perception.
Finally, he manages his enterprise expanding, growing or diversifying over a period of
time. The basic business idea, which facilitates a choice of the products at different stages
of the project, allows for diversification and expansion. The entrepreneur should monitor
the dynamic business environment and select basic business idea that;
1. generate quick returns
2. Permits changes in the products.
The general business atmosphere guides the choice of basic business idea. A basic
business idea results from the identification of business opportunities in the market. To be
successful in business, the entrepreneur should carry out SWOT analysis, be sensitive to
the market changes, monitor the demand and supply, study consumer behaviour and
choose the basic business idea.
 Steps in setting up a small scale unit
In order to establish an entrepreneurial system, an entrepreneur needs to take the
following steps:
1. Search for business ideas
2. Select the best idea
3. Test for feasibility
4. Assemble the necessary input (plan) resources
5. Establish the enterprise.
1. Search for business idea
The task of promotion begins with the search for a suitable business idea or
opportunity. The idea may generate from various sources e.g. success story of a friend or
relative, demand for certain projects, chances of producing a substitute for an imported
article, visits to trade fairs and exhibitions, study of project profiles and industrial
potential surveys, meeting with government agencies etc. The idea may relate to the

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starting of a new business or to take over of an existing enterprise. The idea should be
sound and workable. It should yield a reasonable return on investment. The promoter has
to be imaginative and foresighted to discover a business idea.
2. Idea screening & selection
Once business ideas are discovered, screening and testing of these ideas is done,
some of the common criteria or screening business ideas are
I Marketability or demand .
The greatest mistake people make when starting a new business is that they try to sell
products they like. For example, people who like reading what to start book stores –
This may be human nature, but it is a backward approach to starting a business.
The first law of marketing is you need to offer what people want to buy not what you
want to sell ! customers may not buy what you like rather they may buy what they
want, so, your business ideas should be evaluated from the point of customers,
interest or its marketability
They first step in starting a new venture boning with listening to the marketplace. The
following points can be used to generate a list of areas where people’s needs are not
being met enough or at all
A. Is there a market for the idea?
B. Are there any customer’s or people with money are able to buy the product ?
C. Can you provide what they need or want?
Market analysis is a key to the success of new businesses or projects.
Market analysis of the product is all about estimation of demand of the
product.
Thus, ideas generated from different sources should be evaluated and screened based on
marketability of the ideas. The marketability screening basically when you think about a
business idea, you are thinking of the possibility of marketing the idea or converting it in
to real business, in doing so, you should anticipate the future demand of the product or
the service.
ll. Profit ability of the idea if implemented

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Actually when we think the marketability of the idea, we are calculating the profitability
of the idea if implemented in a certain time span .Potential benefits associated with each
idea should be considered while evaluating the ideas generated before
lll. Availability of raw material and resources
The raw material needed to successfully meet the opportunity must be assessed.
This process starts with an appraisal of the Er’s present resources in addition , to
assess the availability of raw materials , it needs to
Possible sources of the raw materials at reasonable cost and effort shall be
considered.
The entrepreneur should also take in to account whether such resources can be
imported or locally available .
If the raw material is to be imported, other factors like currency exchange rate and
transportation should further be considered.
Availability of resources in a timely manner is also a factor that should be
considered.
 Moreover the availability of national labor supply also affects the ideas
IV. Personal goals and competence of the entrepreneur
In evaluating or screening the idea generated you have to give concise answers to
the following questions
 Do you really want to enter in to a business?
 Do you have what it takes?
 Are you motivated enough ?
 Do you have the experience, know – how , contacts or
other desirable attributes required?
V. Ease of implementation
The generated ideas can be evaluated based on whether the idea is converted in to real
business easily.
The entrepreneur should consider the points
Procedures for registration , whether the business can be started with in a short
registration period or reasonable preparatory period or not ,
Need of provided different documents to different bodies

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 Legal requirements , and
Need of employing qualified persons for the purpose of acquiring the recognition
or official approval
VI. Financial requirements
Actually, the profitability of each idea should be evaluated based on the
Finance required to implement and manage the business successfully. Hence, ideas,
which are expected to generate better profit, may not be selected best, rather financial
requirements and the financial capacity of the entrepreneur should be considered.
For instance ideas that require sophisticated technology for implementation may be
invalid for the entrepreneur who has limited finance and the mechanism of finding out
external sources is questionable.
Vii . Risk exposure criteria
 Whether the product can easily copied or imitated if found
very profitable by others.
 Whether the business may suffer from unforeseen factors
such as unavailability of raw materials
Viii. Government priority and support
Business idea can also be evaluated from the point of view having government support.
In the process of checking the business idea from the government priority side
you have consider the following points
Is the envisaged business under the government’s list of priorities of investment
and employment generation?
Is the possibility of getting government support such as tax exception or reduction, loan
on reduced rate of interest or other support such as market access, technical or advisory
services?
. 3. Test idea
. The following considerations are significant in the evaluation and testing of
business ideas.
a) Technical feasibility
It refers to the possibility of producing the product. Technical feasibility of an
idea is judged in terms of availability of necessary technology, machinery and equipment,

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labour skills and raw materials. The advice and assistance of technical experts may be
necessary to judge the technical feasibility of various business ideas.
b) Commercial viability
A cost-benefit analysis is required to ascertain the profitability of the ideas. An
elaborate study of market conditions and prevailing situation is made to assess the
viability and prospects of the proposed project. This is known as feasibility study of the
project. A number of calculations have to made about the likely demand, expected sales
volume, selling price, cost of production, break even point etc. The services of market
analysts and financial experts may be necessary for this purpose. In order to judge the
workability and profitability of the proposed business, feasibility analysis has to be
conducted.
After preliminary evaluation of the idea, the promising idea is subjected to a
thorough analysis. Full investigation is carried out in the technical feasibility and
economic viability of the proposed project. Financial and managerial feasibility of the
idea are tested. After the evaluation of a business idea is completed, the findings are
presented in the form of a report known as ‘feasibility report’ or project report. This
report helps in the final selection of the project. It is also useful for procuring licenses,
finance etc from governmental agencies.
c. Market feasibility
This section covers the highlights of the following points
A. market description – aberif description of the market to describe the buyers and
users of the product and areas of dispersion.
B. Demand analysis – refers to
 Consumption in the past five to ten years
 Major users of the product
 Projected consumption for the next five years
C. supply analysis – supply for the past five years broken down as to source down as
to source whether imported or locally produced.
 For imports, specify firm where goods are imported , price and
brand ,

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  For locally produced goods, indicate firm producing them, their
production capabilities, brand, and market share, factors
affecting trends in the past and future supply should be
analyzed and forecasted.
D. Competitive position
To find out if our idea for a product or service is different enough to make people start
buying it, we must first get some information about our competitors
Selling price - this includes a price study indicating the past import and domestic
prices, the high and low prices with in the year and the effect of seasonality
 Competitive ness of the quality of the product ,
 Methods of transportation and existing rate
 General trade practices, this is a description of the existing marketing practices of
competitors.
E. Proposed marketing program it includes:-
1. description of proposed product/ service characteristics
 for tangible products – example , size, color, etc quality of service ( for
services
o packaging ( when applicable )
2. description of the proposed market target market target, market targets may be
classified on the bases of
 geographical location
 age
 sex
 income level ( class A, B,C )
 educational attainment
 Religious affiliation
 Others
3. Proposed prices – by considering factors affecting price i.e. estimated cost of
production, paying ability of customer’s price i.e. estimated cost of production,
paying ability of customers, competitor’s price, and the like the study proposes the
selling price of the products.

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 4. Proposed channel of distribution – the distribution methods selected to be used.
5. proposed promotional strategy- the promotional activities to be carry out
4. Assemble the necessary input requirement s
Once the promoter is convinced of the feasibility and profitability of the project,
he assembles the necessary resources to launch the enterprise. He has to choose
partners/collaborators, collect the required finance and acquire land and buildings, plant
and machinery, furniture and fixtures, patents, employees etc. Decisions have to be made
about the size, location, layout etc of the enterprise. The form of ownership organization
has to be selected. The main inputs required for launching an enterprise are as follows;
A) Information and intelligence
In the turbulent business environment, information and intelligence have become
the key input in entrepreneurial success. An entrepreneur requires relevant data on the
following aspects:
1. Size and nature of demand for the product or service
2. Volume and sources of supply
3. Price cost volume relationship
4. Sources of raw materials
5. Type and suppliers of technology, machinery and equipment
6. Number and type of personnel required and their resources
7. Amount and sources of funds required for the enterprise
8. Nature and degree of competition
9. Government policies and regulations concerning the industry
10. Export import conditions for the product/service.
B) Finance
A business enterprise requires finance for fixed assets (fixed capital) as well as for
current assets (working capital). Once the amount of funds required are established, the
entrepreneur has to identify the sources from which the funds are to be raised. He has
also to decide the relative proportion between the funds raised from different sources
(e.g. shares, debentures, loans etc). This decision is known as the capital structure. It is a
very crucial decision because it influences the real worth of the enterprise and the return

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of the owners. After deciding the capital structure, the funds are raised. Systems are
created for the efficient management and control of working capital and earnings.
C) Personnel
People are the most valuable asset of an enterprise and an entrepreneur has to
make the following decisions concerning the personnel:
1. Number of personnel required for management, technical and other positions in the
enterprise.
2. Qualifications and experience required in the personnel to perform the jobs effectively
3. Sources of recruitment
4. Procedure and methods of selecting the best candidates
5. Methods of orientation and training.
6. Criteria for evaluating the performance of employees.
7. Policies for the transfer and promotion of staff.
8. Policies and methods of remunerating the personnel.
9. Facilities to be provided for the safety, health, welfare of the staff.
10. Participation of personnel in the management of the enterprise.
5. Establish the enterprise
The form of ownership is to be decided upon and the company formed and
registered. Following this, action is directed towards obtaining finance, necessary
licenses, and necessary infrastructure is to be taken. This would involve dealing with
various government bodies and other institutions like:
 Financial institutions- for finance
 Sales tax, Income tax authorities- for respective registration
 Licensing authority- for obtaining industrial license and licenses for raw material
procurement.
 Municipal Authorities and Electricity- for requisite utilities.
 Directorate of Industries, Municipal Authorities etc- for land, factory and shed etc
Once all the required authorizations and sanctions have been obtained, action is to be
taken for the following;
 Ordering machineries from suppliers
 Obtaining utilities like power and water connections

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  Recruitment of staff
 Arranging supplies of materials
 Arranging for distribution of the product
The plant is ready for commissioning. Trial run may be made at this stage. Promotion
efforts may be made to pave the way for introducing the product. When the first few
batches of the product are introduced in the market, information regarding its acceptance
is to be gathered. On the basis of feed back obtained, the process/product has to be
modified until acceptable output is obtained. Then the unit is ready for commercial
production.
What project an entrepreneur should have?
According to the Encyclopedia of Management, “a project is an organized unit
dedicated to the attainment of a goal- the successful completion of development project
on time, within budget, in conformance with predetermined programme specifications.
According to Project Management Institute, USA, “a project is a system involving
the co-ordination of a number of separate department entities through the organization,
and which must be completed within prescribed schedules and time constraints.
Project classification
1. Quantifiable and non-quantifiable projects
Little and Mirrelees divide the project into two broad categories: quantifiable and
non-quantifiable projects. Quantifiable projects are those in which a plausible
quantitative assessment of benefits can be made. Non-quantifiable projects are those
where such an assessment is not possible. Projects concerned with industrial
development, power generation, and mineral development are forming part of
quantifiable projects. The non-quantifiable projects category comprises health, education,
and defense.
2. Sectoral projects
According to Planning Commission, a project may fall in the following sectors;
a) agriculture and allied sectors
b) irrigation and allied sectors
c) industry and mining sector
d) transport and communication sector

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 e) social services sector
f) miscellaneous sector
This sector classification of projects is quite useful for resource allocation at macro
levels.
3. Techno-Economic projects
Techno-economic projects classification includes;
a) Factor-intensity oriented
The factor intensity is used as base for classification of projects such as capital
intensive or labour incentive which depends upon the large scale investment in plant and
machinery or human resources.
b) Causation oriented classification
The causation-oriented projects are determined based on its causes namely
demand based projects. The non-availability of certain goods or services and consequent
demand for such goods or services or the availability of certain raw materials, skills or
other inputs is the dominant reason for starting the project.
c) Magnitude oriented classification
The size of investment forms the basis for magnitude-oriented projects. Projects
may thus be classified based on its investment such as large-scale, medium-scale, and
small-scale projects.
4. Financial institutions classification
The projects are classified according to their age and experience and the purpose
for which the project is being taken up. They are as follows;
b) new projects
c) expansion projects
d) modernization projects
e) diversification projects
The projects listed above are generally profit-oriented and the services oriented projects
are classified as under;
a) welfare projects
b) service projects
c) research and development projects

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 d) educational projects
Definition of small industry
The term “small scale industries” has been defined in three ways. The
conventional definition includes cottage and handicraft industries which employ
traditional products, largely in village households. The handloom textile industry is an
example.
The operational definition for policy purposes includes all those undertakings having
an investment in fixed assets in plant and machinery, whether held on ownership terms or
by lease or hire-purchase, not exceeding Birr 1200000. Ancillary units and tiny units also
come under the umbrella of small scale industries. A tiny unit is one whose investment in
fixed assets in plant and machinery does not exceed Birr 100000. An ancillary
undertaking is one whose investment in plant and machinery does not exceed Birr
1500000 and is engaged in the;
a) manufacture of parts, component sub-assemblies, tooling’s or intermediate or
b) Rendering of services of supplying 1/3 percent of their total service or production.
The third definition of small scale industries relates to national income accounting.
This includes all manufacturing and processing activities, including maintenance and
repair services, undertaken by both household and non-household small-scale
manufacturing units, which are not registered under the Factories Act.
A small industry is defined as “a unit engaged in manufacturing, servicing, repairing,
processing and preservation of goods having investment in plant and machinery, at an
original cost not exceeding Birr 1200000.
Characteristics of small scale industries
1. Capital investment is small.
2. Most have fewer than 10 workers
3. Generally engaged in the production of light consumer goods, processing etc.
4. Located in rural and semi-urban areas
5. All of these firms are privately owned and are organized as sole proprietorship.
6. Fixed assets form the largest component of small units.
7. Most of the funds come from the entrepreneur’s savings

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8. Small scale industrial activity has been growing at a faster rate even than large
scale enterprises.
9. Very few of the small scale industries have grown up to medium and large scale
industries.
10. Small scale industries activity is beehive of entrepreneurship.
11. Exploitation of natural resources is another characteristic of small scale industries.
12. Small scale industries are quality conscious.

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