Professional Documents
Culture Documents
TM-Entrepreneurship and Employabilityskill - One
TM-Entrepreneurship and Employabilityskill - One
TM-Entrepreneurship and Employabilityskill - One
skills
Module I
August, 2021
Adama, Ethiopia
Table of Contents
Learning Outcome- 1.....................................................................................................................................7
Understanding Entrepreneurship Skills.........................................................................................................7
Introduction............................................................................................................................................7
Information Sheet 1....................................................................................................................................9
Basic Concepts of Entrepreneurship......................................................................................................9
1.1.1 Entrepreneurship...........................................................................................................................9
1.1.2 Entrepreneur and Intrapreneur....................................................................................................19
1.1.3 Entrepreneur and manager..........................................................................................................20
1.1.4 Enterprise and Enterprising........................................................................................................21
1.1.5 Identify the role of Entrepreneurship in Economic Development..............................................23
Information Sheet - 2...............................................................................................................................25
Developments of Entrepreneurial mindset...........................................................................................25
1.2.1 Overview of mindset...................................................................................................................25
1.2.2 Entrepreneurial mindset..............................................................................................................26
1.2.3 The importance of an entrepreneurial mindset...........................................................................27
1.2.4 Distinguishing characteristics of entrepreneurial mindset..........................................................28
1.2.5 Developing Positive mindset towards work...............................................................................30
1.2.6 Positive mindset to work.............................................................................................................32
1.2.7 Developing effective work habit (Culture).................................................................................33
Information Sheet 3.................................................................................................................................38
Understanding Entrepreneurial Competencies & Environment..........................................................38
1.3.1 Identifying Personal Entrepreneurial competencies (PECs).......................................................38
1.3.2 Assessing Entrepreneurial potential............................................................................................44
1.3.3 Understanding Entrepreneurship and Environment....................................................................49
Information Sheet - 4...............................................................................................................................53
Entrepreneurial motivation and Decision (4hrs)..................................................................................53
1.4.1 Entrepreneurial Motivation.........................................................................................................53
1.4.2 Entrepreneurial Decision............................................................................................................55
Learning Outcome - 2..............................................................................................................................60
Business Ideas, opportunities and feasibility study.............................................................................60
Federal TVET Agency Training module-Entrepreneurship and Version -1
Page 2 of 176
Author/Copyright Employability skills Module I July 2021
Information Sheet -1................................................................................................................................61
Business Ideas......................................................................................................................................61
2.1.1 Definition of business ideas.......................................................................................................61
2.1.2. Generating and Screening business ideas................................................................................61
Information Sheet - 2...............................................................................................................................68
Business opportunities.........................................................................................................................68
2.2.1 Understanding Business Opportunity.........................................................................................68
2.2.2 Identifying and Assessing Business Opportunities.....................................................................69
Information Sheet - 3...............................................................................................................................71
Feasibility study/analysis.....................................................................................................................71
2.3.1 Meaning of a feasibility study/analysis.......................................................................................71
2.3.2 Components of a feasibility study/analysis.................................................................................72
2.3.3 Steps for conducting feasibility study.........................................................................................74
Learning outcome - 3...................................................................................................................................79
Starting an Enterprise...............................................................................................................................79
Information Sheet - 1...............................................................................................................................80
Enterprise and Enterprising..................................................................................................................80
3.1.1 Definition of Enterprise and Enterprising...................................................................................80
3.1.2 Concept of enterprising...............................................................................................................81
3.1.3 Legal forms of business enterprises............................................................................................85
Information sheet - 2................................................................................................................................91
Micro and Small Enterprises in Ethiopia.............................................................................................91
3.2.1 Facts of Micro and Small Enterprises in Ethiopia......................................................................91
3.2.2. Using an economic/Control definition/ Qualitative Approach..................................................93
3.2.3 Economic social & political contributions of small business enterprise....................................94
3.2.4 Key success factors in setting up a micro and small enterprises................................................97
Information sheet - 3..............................................................................................................................100
Establishing an enterprise..................................................................................................................100
3.3.1 Buying an Existing Business versus Starting a New Business.................................................100
Information sheet - 4..............................................................................................................................103
Basic Concepts of Marketing.............................................................................................................103
List of Figures
The major sources of wealth and development for human being are land, manpower, capital,
Information Technology and Entrepreneurship. The first four can be easily seen, measured and
acknowledge. Entrepreneurship however, is something that cannot be easily identified, measured
and recognized. Economists and business people agree that entrepreneurship is vital for
stimulating economic growth and employment opportunities in all societies. This is particularly
true in the developing world, where successful small businesses are the primary engines of job
creation and poverty reduction.
In the developing world, successful micro and small enterprises (MSEs) are the primary
engines of job creation, income growth, and poverty reduction. Entrepreneurship and
Employability skill course is designed to provide trainee‘s knowledge, skills and practice of
the required attributes and challenges for starting and operating a successful MSEs.
Moreover, it aims to encourage trainees to take action and give meaning to their work, to their
life and to their community to make the world a better place.
Introduction
This lesson discusses about Entrepreneurship and how to become an entrepreneur. It explains the
major steps to be followed in applying of entrepreneurship. It also discussed the similarities
between an entrepreneur and a manager. The roles of entrepreneurship in the economy and the
principles of entrepreneurship are elaborated.
This lesson also elaborates mindset in general and entrepreneuria l mindset in particular. It also
emphasizes the importance of developing a positive mindset (attitude) for a person‘s life as well
as for entrepreneurship. It indicates how trainees can develop an entrepreneurial mindset in order
to be future entrepreneurs.
This lesson discusses about the major competencies that should be developed by entrepreneurs in
order to be successful in their businesses. It also explains in environment in which the
entrepreneur performs his or her activities as a business owner. An entrepreneurial potential of
an individual and how it can be measured will be explained.
This learning guide is developed to provide you the necessary information regarding the
following content and topics:
Basic Concepts of Entrepreneurship
Developments of Entrepreneurial mindset
Understanding Entrepreneurial Competencies and Environment
Entrepreneurial motivation and Decision
Learning Objectives
This guide will also assist you to attain the learning outcome below. Specifically, upon
completion of this Learning Guide, you will be able to
1.1.1 Entrepreneurship
The word ―Entrepreneurship‖ is derived from the French verb entreprendre which means
―to undertake‖. The concept entrepreneurship refers ―The process of identifying opportunities in
the market place, arranging the resources required for pursuing these opportunities and investing
the resources to exploit the opportunities for long term gains. It involves creating wealth by
bringing together resources in new ways to start and operate an enterprise.‖
2. Identifying opportunities,
V. Importance of entrepreneurship
The followings are the major benefits of entrepreneurship
1. Employment creation
2. Local resource utilization
3. Decentralization and diversification of business
4. Promotion of technology
5. Capital formation
6. Promotion of an entrepreneurial
culture
Personal achiever
Personal achievers are the classic entrepreneurs. They are the types of people that we picture
when the term ―entrepreneur‖ is used. They are the only types who must become entrepreneurs
to succeed in life. If they are placed in a non-entrepreneurial environment, they stand a good
chance of failure. They possess seven characteristics that relate to entrepreneurial success:
Super-salesperson
Generally, onlookers don‘t view super sales people as having the potential for entrepreneurial
success. Their entrepreneurial strength is their approach to selling. They truly cater to the needs
of clients and customers, thus placing a strong stress on service. Super sales people are interested
in managing the customer into a sale, not in applying pressure tactics.
Capacity to empathize
Social interaction and relationships are important
Need to have strong positive relationships with others
Sales force is critical
Background: less education, more experience
Real manager
Real managers exhibit some of the traits of established entrepreneurs and some of the abilities of
corporate managers. They possess the following traits
Expert idea generators are people who have ideas for a business that can provide a real
competitive advantage. They become tremendously enthused about their ideas and spend a great
deal of time implementing them. Unlike personal achievers, who spend energy on an overall
venture, expert idea generators tend to focus on the idea exclusively. Very often, they will try to
persuade others to contribute to implementation and, if unsuccessful, they will abandon the idea.
They possess a majority of the following five characteristics:
Desire to innovate
Love of ideas, curious
Belief that new products are crucial
Intelligence is the competitive advantage
Desire to avoid taking risks
The nature of entrepreneurial activity requires the following extra efforts from an entrepreneur
Works long hours
Always concerned about the business
Needs high energy
Sacrifices other important aspects of life
Limited social life
Not much time with family and friends
Financial investment
Selected Ethiopian Entrepreneur
As the dynamism and momentum of Ethiopia‘s economy keep growing remarkably, here are the
list of Ethiopian entrepreneurs in different sectors of the economy.
Owner of sole Rebels makes beautiful shoes and she makes them in Ethiopia with zero carbon
omissions and local materials. Her story is amazing. She grew up in an impoverished area of
Addis with very few jobs. She decided early on that she was going to change things and in 2005
after graduating from Unity University , a private university in Addis, she convinced her
grandmother to let her open a workshop on her land. From a small space she began creating
footwear based on traditional Ethiopian footwear. She has managed to bridge the African/West
divide by combining local products including recycled tire soles (her trademark) and locally
sourced fibers with more western style designs. From this humblest of beginnings, Bethlehem
has built Sole Rebels into the world‘s fastest growing African footwear brand and the very first
global footwear brand to emerge from a developing nation.
Sole Rebels is the first African consumer brand to ever open standalone branded retail stores
around the globe with stores now open in Germany, Greece, Singapore, Spain, Switzerland,
Taiwan and the USA (Silicon Valley). ―Roots. Culture. Tyres‖ is the motto printed on the walls
of every Sole Rebels store. Named by Forbes Magazine as one of Africa‘s most influential
Tseday Asrat is the founder and managing director of Ethiopia‘s largest coffee shop
chain, Kaldi‘s. Ethiopia‘s coffee is world famous, dark and rich; the Arabica beans are savored
by coffee connoisseurs around the globe. Coffee is part of every Ethiopian‘s life and Ethiopians
love their coffee and have always reserved a special place in their hearts for roasting their own
beans carefully selected at the Merkato market from small kiosks or street-side markets.
Traditionally, Ethiopians have taken their coffee at home, drinking slowly, with only close
friends and family. They roasted the beans on the spot, part of an elaborate coffee ceremony that
remains an important part of Ethiopian culture.
As day-to-day life has changed that practice is not always practical especially for those on the
move. Recognizing this change, Tseday saw an opening in the market for combining Ethiopians
love for coffee with their need for speed and convenience. She had often accompanied her
Ethiopian Airlines pilot husband on trips to the US and was amazed at the success of Starbucks
and brought the concept back to Ethiopia. She called her chain ―Kaldi‘s‖ named after
the shepherd who, according to Ethiopian folklore, first identified coffee after watching the
reaction
Federal TVET Agency Training module-Entrepreneurship and Version -1
Page 13 of 176
Author/Copyright Employability skills Module I July 2021
of his goats who had been grazing on a coffee bush. The Kaldi‘s coffee shops clearly draw more
than a little inspiration from Starbucks – the logo, green aprons, and decor of the coffee shops –
will be familiar to anyone who has visited a branch of the Seattle-based chain. Did she feel guilty
about stealing ideas from Starbucks? ―Not at all‖, she apparently replied. ―After all, they stole
our coffee.‖ Established in 2005, Kaldi‘s success has been resounding with more than 38 coffee
shops in the country.
As the company grew in size Tseday faced an unexpected problem with consistency in the coffee
and milk products which led to customer complaints. Like a true entrepreneur, she faced the
problems head-on and started her own supply company. Now the product quality is consistent
across all branches and in an unexpected positive outcome, more jobs were created through the
company she founded, Loni Agro, a dairy producer, milk processor along with a roaster which
also buys coffee on the Ethiopian Commodity Exchange (ECX). Today, the company employees
about 2,000 coffee loving Ethiopians and there are plans to continue opening more branches.
3. Ms. Samrawit Fikru, Hybrid Design Plc and RIDE, ride sharing app
Samrawit Fikru, Creator of RIDE ride sharing app © Photo courtesy of Glimug.com
―Necessity is the mother of invention‖ is certainly the case when it comes to the
creation of RIDE, a ride sharing app similar to Uber, created by Samrawit Fikru. Before
becoming a tech entrepreneur, Samrawit was a computer programmer and software developer
who often found herself staying late at the office. When she went to get a taxi, it took forever to
find one late at night and the drivers would charge double the day time rates. On top of this, she
did not feel safe getting into a taxi with a driver she did not know.
RIDE is now used by tens of thousands of users and has had 50,000 downloads on just the
Google Play Store. Like Uber, the app provides the driver‘s picture, vehicle license plate and
side numbers and brief information on the driver. RIDE also does not charge surge pricing
during popular times of the day and amazingly 90% of its staff are women, this in an industry
dominated by men.
The launch of RIDE could not have come at a better time. The general opinion is that Prime
Minster Ahmed will want to begin removing the traditional blue taxis that have been plying the
streets of cities across the country for as long as 60 years with newer, more fuel efficient taxis.
As a result of extremely high tariffs, Ethiopia has one of world‘s lowest rates of car ownership
and people rely on car-ride services to a great extent for their transportation needs. This offers a
great opportunity for RIDE to really make an impact. Ironically some of the same taxi drivers
who used to charge her double to get home are now working for her!
The sky is the limit for RIDE! In November 2019, Samrawit met Twitter CEO Jack Dorsey who
later Tweeted a photo of the two of them and tagged Elon Musk saying ―She‘d love to
introduce Tesla to Ethiopia!‖
4- Mr. Getaw Mekonnen Cherinet, Tulip Addis Water Filter
Almost 31% of the Ethiopian population relies on unprotected water for their daily needs. That‘s
33 million people. Getaw Mekonnen Cherinet, founder and manager of Tulip Addis Water
Filter, was a small land owner in Ethiopia, who saw his workers getting sick because they did not
have access to clean drinking water. Bottled water was too expensive and there were no low cost
filter systems in place. Getaw saw a need and designed an inexpensive ceramic water filter and
thus began Tulip Addis Water Filter.
Getaw‘s story is amazing. When he was a university student during the Ethiopian Civil War
(1974-1991) the government passed a law requiring all university students to go into military
service. In order to avoid the service, Getaw escaped to the Kakuma Refugee Camp in the
northwestern region of Kenya, where food and water were provided, but not much else. He was a
model resident and the camp, run by the UNHCR offered him an opportunity to travel to New
Zealand through one of their sponsored programs to study and develop business skills. During
this time Getaw attended university where he focused on classes taught in the business school.
He was particularly interested in issues of international trade where he learned the importance of
networking skills.
He returned to Ethiopia and with the savings he had accrued in New Zealand decided to invest in
some farm land. It was then that he saw first-hand the labor costs associated with his workers not
having access to clean water, a problem that simply did not exist in New Zealand. He
Initially the products were manufactured in India and, in addition to Ethiopia, were sold by other
partners in at least half dozen other countries. However, Getaw had always wanted the
production to take place in his home country and, in late 2019, construction began in Debre
Birhan on a plant where the products will be manufactured. The plant will employ 60 local
Ethiopian workers with plans to make up to 500,000 filters per year in two models. A 13 liter
model will be sold for 700 Birr or $22 and the larger 20 liter model will be sold for 1,000 Birr or
$31. Although considered a low-cost product outside of Ethiopia, the filters are still unaffordable
to many low-income workers and. Getaw is working on finding ways to continue to bring the
cost down. Many of his customers are NGOs, including Rotary International and the Ethiopian
Red Cross Society, who give the filters away at no cost to the recipients.
Even today after all his success, Getaw feels being a refugee still influences his life. He was the
first investor to hire refugees in Ethiopia and he regularly hosts entrepreneurial sessions giving
Ethiopians confidence and new skills which, he hopes, helps them to be productive members of
society, to earn their own income and to live their lives with dignity.
Alternatively, the entrepreneur may or may not be the manager of the business. Even though it is
true that most entrepreneurs are the managers of their businesses, an entrepreneur may hire a
manager to run her/his business. Moreover, a manager may not have the qualities of an
entrepreneur while the entrepreneur may not have the skills to effectively manage an
organization like a good manager does. In fact, the problem many entrepreneurs face is leading
their businesses to success in today's dynamic environment.
The entrepreneur is the person who makes judgmental decisions under conditions of uncertainty
and who creatively turns the uncertainty into an advantage for the business she/he runs.
A manager is an employed person while an entrepreneur manages the enterprise for his/her
personal gain. The role of the entrepreneur and the manager may, however, overlap in many
Federal TVET Agency Training module-Entrepreneurship and Version -1
Page 13 of 176
Author/Copyright Employability skills Module I July 2021
cases. Generally, the major points of differences between the managerial and entrepreneurial
qualities are summarized below.
Table 3: Summarized differences between the entrepreneur and manager
Point of
Entrepreneur Manager
Distinction
He starts a venture by setting up The main aim of a manager is to
Goal
a new enterprise for his personal render his/her service in an enterprise
Management
satisfaction. already set up by someone.
An entrepreneur bears all risk and A manager does not bear any risk
Risk
uncertainty involved in the involved in the enterprise.
enterprise.
Entrepreneurs for his/her risk bearing A manager receives salary as a
role he/she receives profits. The reward for services rendered which is
Rewards
reward is not only uncertain and fixed and regular. It can never be
irregular but can at time be negative. negative.
Meaning of Enterprising
An enterprising person is one who sees opportunity in all areas of life. To be enterprising is to
keep your eyes open and your mind active. It‘s to be skilled, confident, creative and disciplined
to seize opportunities that present them regardless of the economy.
Federal TVET Agency Training module-Entrepreneurship and Version -1
Page 13 of 176
Author/Copyright Employability skills Module I July 2021
Enterprising people always see the future in the present.
Enterprising people aren‘t lazy. They don‘t wait for opportunities to come to them,
they go after the opportunities.
Being enterprising doesn‘t just relate to the ability to make money. Being enterprising also
means feeling good enough about yourself, having enough self-worth to want to seek advantages
and opportunities that will make a difference in your future. And by doing so, you will increase
your confidence, courage, creativity and self-worth which are aspects of an enterprising nature.‖
Enterprising men and women exhibit the following characteristics
E: Energy R: Risk-taking
N: Need to achieve I: Innovation
T: Task oriented S: Skills
E: Empathy I: Independence
R: Resourcefulness N: Networking
P: Planning G: Goal oriented
On a personal level/in its wider sense, enterprising can be any identified idea that a person can
translate into a planned and satisfactorily implemented activity. In the business sense/in its
narrower sense/, enterprising refers to a business venturing or undertaking. Practically all
undertakings can be referred to as enterprising if they fulfill the followings.
Idea identification
Planning
Implementation,
Successful completion of an activity and
Receiving the rewards.
Self-check question 1
Part 1: Choose the best answer
Read each question carefully and choose the best answer from the given alternatives.
B. Identifying opportunities,
D. All.
“Success and failure begins in your mind and it starts today.‖ Robert van der Wolk
A mindset is the sum of your knowledge, including beliefs and thoughts about the world and
yourself in it. It is your filter for information you get in and put out. So it determines how you
receive and react to information. Mindset can be:
fixed or
growth oriented.
While a fixed mindset assumes your talents and abilities are set, the growth mindset believes
your talents and abilities can be developed. It is pointed out that a mindset can change. Much of
this occurs through developing a greater awareness of your current mindset, and taking steps to
purposely start thinking and reacting in new ways.
Our current mindset guides the collection and interpretation of new information. To the extent
that this new information is consistent with the current mindset, it reinforces that mindset. From
time to time, however, new information appears that is truly novel and inconsistent with the
existing mindset. When this happens, we either reject the new information or change our
mindset. The likelihood that our mindsets will undergo a change depends largely on how
explicitly self-conscious we are of our current mindsets: the more the hidden and subconscious
our cognitive filters, the greater the likelihood of rigidity.
Thus, while our mindsets can be shaped by an intentional awareness, they are also largely driven
by our experiences and what we are (intentionally or unintentionally) exposed to. Yet, as
Activity 2: Teacher please organizes groups having 5 trainees and helps them to accomplish the following activities.
Determining the state of a mindset (15 minute total)
Consider your current mindset and discuss with your classmates the followings
What was the state of your mindset some 6 years before about your current field of training?
What was the state of your mindset at present about your current field of training?
If there are changes or no changes at all in your mindset, what are the factors for this?
practice.
The mindset of successful entrepreneurs is different from mindset of traditional workers in many
ways. For example, if a traditional worker needs to earn more money they‘ll often brush up their
resume and look for a better paid job. However, someone with an entrepreneurial mindset would
look for ways to earn money by starting or growing a business
Here‘s the thing: Anyone can develop the mindset of a successful entrepreneur.
As the founder of Ford Motor Company, Henry Ford once said, ―Whether you think you can
or think you can‘t you‘re right.‖
A positive mindset helps motivate entrepreneurs to focus on desired activities and events and the
results they hope to achieve. The characteristics of the entrepreneurial mindset which are
common for all entrepreneurs are:
3. They pursue only the very best opportunities and avoid exhausting themselves and their
Successful entrepreneurs need to develop a positive mindset and observe their environment. In
order to do this, the process described below in sequential order should be followed;
If you want to learn how to build an entrepreneurial mindset, you need to know how successful
entrepreneurs think. So, let‘s take a closer look at 19 essential entrepreneurial mindset
characteristics. Entrepreneurs are:
Independent: This is one of the most important aspects of the entrepreneurial mindset.
Entrepreneurs don‘t follow the crowd or look to others to be given instructions. Instead,
Responsible: The independent mindset of successful entrepreneurs stems from taking full
responsibility. Entrepreneurs don‘t blame others for their life situation they empower themselves
by taking responsibility for improving it.
Abundant: A key part of the entrepreneurial mindset is abundance. Entrepreneurs know they can
improve a situation, make more money and create new opportunity. The sky is always the limit.
As a result, entrepreneurs don‘t hoard money or knowledge. They‘re open, generous, and
understand that ―you get what you give.‖
Not Afraid of Failure: When learning how to think like an entrepreneur, you need to look at
failure differently to most people. Entrepreneurs don‘t fear failure – they appreciate it. Each
―failure‖ is simply a stepping stone to learn from, helping to move you closer to success.
Growth-Oriented: Entrepreneurs believe that they can grow as people, learn new things, and
develop new skills. They believe that with some consistent effort they can shape themselves into
whoever they want to be.
Feedback-Seeking: The most successful entrepreneurs aren‘t worried about looking cool they
just want to succeed, and they know that learning from feedback will help speed up the process
Learning-Oriented: Most people spend their spare time seeking entertainment, whether it‘s
social media, Netflix, gaming, reading novels, or hanging with friends. However, entrepreneurial
Forward-Thinking: If you want to learn how to think like an entrepreneur, you need to think
long-term. Successful entrepreneurs know that big goals take a long time to achieve. So, they
start with their goal and work backward, reverse-engineering every step of the way. In other
words, ―If I want this, I need to do that. But to do that, I need to do this,‖ and so on.
Self-Accepting: Many people struggle with self-acceptance. When you don‘t like something
about yourself, it‘s easy to devalue or even hate yourself. But if you develop a growth mindset,
you know you can always change and improve. So, successful entrepreneurs accept themselves
as they are, warts and all. They know who they are is transient, and they‘re working on becoming
the person they want to be.
Self-Aware: Entrepreneurs practice self-awareness. They pay close attention to their strengths
and weaknesses, which allows them to improve faster and play to their strengths.
Collaborative: Great businesses require teamwork after all; Jeff Bezos didn‘t build Amazon alone.
So, if you want to think like an entrepreneur, you need to think in terms of ―we‖ instead of ―I.‖
Adaptable: Entrepreneurs have big goals, and they know it‘s impossible to see the entire
staircase before climbing. But they climb anyway, safe in the knowledge that they can always
adapt to new developments.
Problem-Solving: Entrepreneurs look for problems and try to find ways to solve them. If you
think about it, this is the essence of every business. For instance, plumbers fix broken pipes;
Netflix cures boredom, and car manufacturer‘s help people get around.
Focused: Successful entrepreneurs are focused on achieving their goals. They‘re focused, never
procrastinate, and always prioritize the most important tasks. To do this, ask yourself, ―Will
this help me to achieve my long-term goals?‖ If the answer is yes, then ask, ―Is this the
most important thing to do right now?‖
Action-Oriented: Entrepreneurs have a bias for action. They know that knowledge without
action is meaningless. As the entrepreneur Walt Disney said, ―The way to get started is to quit
talking and begin doing.‖
Decisive: The entrepreneurial mind is decisive. Entrepreneurs must confront problems and make
many decisions every day often with inadequate information to help. So practice decisiveness for
example, next time you‘re in a restaurant, look at the menu once, decide, and order with
confidence.
“Whether you think you can or think you can‟t, you‟re right”
“The best and most beautiful things in the world can‟t be seen or touched ... but are felt in the
heart.”
Helen Keller - was a blind and deaf author and lecturer
“If you‟re not aiming for success, than you‟re either aiming for failure or not aiming at all”
Science today says that we can influence our outer world by influencing our inner world. Instead
of being passive observers, we now have the power to participate in the world by using our mind
Positive thinking means seeing opportunity where negative thinking means looking at what is
missing or what is wrong. Of course this doesn‘t mean that positive thinking is all only about
seeing the nice and happy things in life and not focusing on the potential dangers. If you choose
between positive thinking and negative thinking, the only difference is that with positive thinking
your outcome will not be determined in either disappointment, feeling like a failure or
depression. So, if you choose to have a positive mindset, you make the absolute very best choice.
It will change your self-image, will get you the best results and will allow you to make the best
choices in your life.
This also works for positive thinking. If you focus on your thoughts consciously, you take
control of your thoughts and you can if necessary redirect them towards a more positive mindset.
By focusing on what‘s good in your life, and not what‘s missing or what doesn‘t work, you
change your point of view, and thus the way of your results. It‘s the way you state things or
reframe them, as you want them to be. So, instead of using negative terminology, try to find
something positive in your statement. You‘ll see that the way you start talking about yourself and
the things around you, will change the way you perceive new information and digest situations as
they occur in your life.
The good news is that job satisfaction has much more to do with internal factors such as having
positive expectations, developing a healthy self-image, and being flexible than it does external
factors such as the work itself or the people it involves. Research confirms that we are only as
happy or unhappy as we make up our minds to be, therefore, we each have the power to choose
if we want to respond to our jobs and to the world around us positively or negatively.
The following are some tips for how you can develop a more positive mindset at work in general
and entrepreneurship in particular; no matter how dissatisfied you may feel in your current
position.
Pay attention to what you’re telling yourself throughout the day (Ex: ―I hate my job,‖ ―I
can‘t believe I have to be here,‖ etc.) and recognize that thinking negatively about your job
doesn‘t change anything about your situation.
Look for other points of view. Keep in mind that you are viewing your situation from only
one perspective. While you may not think that your work situation is ideal, other people
may envy certain aspects of your job. Think about how you could view your situation
differently.
Be sure to take breaks. Of course, follow your workplace guidelines about timing and
duration, but make the most of your allotted time by physically removing yourself from
your work station, touching base with someone from the ―outside world‖ (friend,
family member, etc.), or simply taking a few moments to breathe deeply and do nothing.
Try out some new communication strategies at work. For instance, try matching a positive
comment to every negative comment you say or hear to set a more positive tone to the
conversation. You may be surprised to learn how contagious a positive outlook can be to
those around you. Work on improving your assertiveness skills by standing up for yourself
when necessary, but also stay professional and polite and accept responsibility for your
Visit any nearby business and ask a worker or manager about his/her mindset towards his work. Based on this fi
What is the nature of mindset of the person you ask? Is it positive or negative?
How do you determine the nature of mindset?
Employees with good work habits are more successful in their careers, and they are more
productive and attentive to quality than employees with poor work habits. For some, good work
habits come naturally. Others, however, easily slip into poor work habits and need a manager or
team leader‘s intervention. These discussions are rarely easy; however with careful planning,
they can go smoothly and yield a positive outcome.
People with good work habits tend to achieve higher career success and have more time to invest
in their personal lives. They also enjoy their personal lives more because they are not
preoccupied with unfinished tasks. Effective work habits are also beneficial because they
eliminate a major stress or the feeling of having very little or no control over your life. Being in
control also leads to a relaxed, confident approach to work.
In order to develop effective work habits and became more productive person, things that should
be considered include
1. Overcoming procrastination
2. Developing attitudes and values that foster productivity.
3. Developing skills and techniques that lead to personal productivity.
4. Overcoming time wasters.
Of all the above factors, overcoming procrastination is the most important. So it is discussed as
follows:
Overcoming procrastination
The leading cause of poor productivity and career self-sabotage is procrastination. It is delaying
of a task for an unacceptable or weak reason. Procrastination is also the major work habit
problem for most workers and students.
People procrastinate for many different reasons. The common ones are
1. Thinking that the task to be done (such as quitting a job) is unpleasant.
2. Another reason we procrastinate is that we find the job facing us to be difficult
3. A fear of the consequences of our actions
2. Counterattack
Forcing yourself to do something difficult, frightening, or uncomfortable helps you to prove that
the task was not as bad as initially perceived. Assume that you have accepted a new position but
have not yet resigned from your present one because resigning seems so uncomfortable.
3. Jump-start yourself
You can often get momentum going on a project by giving yourself a tiny assignment simply to
get started. One way to get momentum going on an unpleasant or overwhelming task is to set
aside a specific time to work on it. If you have to write a report on a subject you dislike, you
might set aside specific day and time as your time to first attack the project.
Part II: Fill in the blank spaces with the most appropriate answers
Trait: is the total of peculiar qualities or characteristics that constitutes personal individuality.
Personal Entrepreneurial Competencies (PECs) are specific characteristics/ traits that can be
achieved through education, hard work, and planning. There are ten most common Personal
An opportunity is a favorable set of circumstances that creates a need for a new product, service
or business. An entrepreneur always seeks out and identifies opportunities. The opportunities
may include access to credit, working premises, education, trainings etc.
Entrepreneurs come up with new ideas. This is an important area for an entrepreneur as it
determines his/her rate of expansion in business, e.g. new designs and use of products.
Quotes
―Successful people move on their own initiative but they know where they are
going before they start.‖ – Napoleon Hill
―What is not started will never get finished.‖ – Johann Wolfgang von Goethe
A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in
every difficulty. Winston S. Churchill
ii. Persistence
It is the ability or the determination to takes action in the face of significant obstacles and
challenges. True entrepreneurs take personal responsibility for the performance necessary to
achieve goals and objectives.
Quotes
―If you can‘t fly, then run, if you can‘t run then walk , if you can‘t walk then crawl,
but whatever you do you have to keep moving forward‖ -Martin Luther King, Jr.
―Success in life is not for those who run fast, but for those who keep running and always on
the move.‖ -Bangambiki Habyarimana
An entrepreneur makes a personal sacrifice and extraordinary effort to complete a job, pitches in
with employees, or takes their place if needed, to get a job done and strives to keep customers
satisfied and places long-term good will above short-term gain.
Quotes
Efficiency refers to the means of producing results with little wasted effort while quality refers to
the standard of something as measured against other things of a similar kind; it is of excellence
of something.
develop and uses procedures to ensure that work is completed on time and that work
meets agreed upon standards of quality.
Businesses face risk. Successful entrepreneurs take risks in business such as starting businesses
which have an equal chance of success or failure or resigning from a secure job to start a
business. Taking risks, however, does not mean going in to business blindly and then expecting
grate result; Taking risks involves careful planning and hard work.
Most entrepreneurs take calculated and moderate risks. Entrepreneurs avoid low-risk situations
because there is lack of challenge, but they also avoid high-risk situations because they want to
succeed. They set high goals and enjoy the excitement of a challenge, but they do not gamble.
Hence, low-risk situations and high-risk situations are avoided because these risks do not satisfy
the entrepreneur. In short, the entrepreneur likes a difficult but achievable challenge.
Quotes
―If there is no risk, there is no reward.‖ -Christy Raedeke
―Life is all about risks. If you never take a risk, you will never achieve your dreams.
Take risks: If you win, you will be happy ;If you lose, you will be wise‖ – Unknown
Instruction: Read all of above quotes and answer the questions given.
How do you think that these quotes are related to each entrepreneurial competency?
What can you say or quote in relation to these competencies in your own culture?
Quote
―If you don‘t know where you are going, you‘ll end up someplace else.‖ ― Yogi Berra
―The wind never helps the boat that has no clear destination.‖ Seneca
Successful entrepreneurs do not rely on guesswork and do not rely on others for information.
Instead, they spend time collecting information about their customers, competitors, suppliers,
relevant technology, markets and they also consults experts for business or technical advice.
Gathering relevant information is important to ensure that the entrepreneur makes well informed
decisions. Information on the area of market, supply, operations, finance, legislation, and
infrastructure are important for entrepreneurs.
Quotes
1) ―Information means power‖ Unknown
2) ―There are no foolish questions, only fools who do not ask questions.‖ Unknown
Systematic planning is a planning process that is based on the scientific method and includes
concepts such as objectivity of approach and acceptability of results; while Monitoring is the
systematic process of collecting, analyzing and using information to track a program's progress
toward reaching its objectives and to guide management decisions.
plan by breaking large tasks down into sub-tasks with clear time-frame
Persuasion is a way of convincing someone to get something or make a decision in your favor. It
is inducing or taking a course of action or embracing a point of view by means of argument,
reasoning, or appeal; to convince; to succeed in causing a person to do or consent to something.
Successful entrepreneurs use deliberate strategies to influence and persuade others, take action to
develop and maintain a network of business contacts and uses key people as agents to achieve
their objectives.
Quotes
―Everyone you will ever meet knows something you don‘t.‖ Bill Nye
―Networking is more about farming than it is about hunting.‖ Ivan Misner
Self-confidence is the state of being certain that a chosen course of action is the best or most
effective given the circumstances and independence may refer to the ability to do what one
wants, when s/he wants and where. Entrepreneurs want to be their own boss this is what we call
independence.
Entrepreneurs believe in themselves and the desire for control and the ability to make decisions
often makes it difficult for them to work in a controlled environment. Hence Entrepreneurs:
Quotes
―The best way to gain self-confidence is to do what you are afraid to do.‖-Unknown
―When you question if you have what it takes to be an entrepreneur, confidence says
to you ―of course you do! You have me! With me on your success team you can
do anything.‖ –Adalia
Activity 2: Group Discussion (20 minute)
Instruction: Read all of the above quotes and answer the following questions given.
How do you think that these quotes are related to each entrepreneurial competency?
What can you say or quote in relation to these competencies in your own culture?
If you're starting or leading a company, it's beneficial to know yourself inside and out. Even
though you've been with yourself your whole life, it's hard to identify your qualities. Assessing
your-self with professional self-assessment tools can:
Help you to understand how you perform your work, so you can make appropriate
changes.
Help your employees to understand what are your motivates and drives.
Help you to recognize when you're in over your head difficulties and need someone‘s
help.
Help you to recognize your strengths and weaknesses.
See holes and spots where you need help.
Analysis one:
Now evaluate how you ranked yourself for that characteristic (based on your score for each of
Analysis two: Each statement is focused on different entrepreneurial qualities as stated below.
Question 1+ Question 6 = Opportunity-seeking
Question 2+ Question 7 = Perseverance
Question 3+ Question 8 = Risk-taking
Question 4+ Question 10 = Demand for efficiency and quality
Question 5+ Question 9 = Commitment to work contract
Question 11+ Question 16 = Information-seeking
Question 12+ Question 17 = Goal-setting
Question 13+ Question 19 = Planning
Question 14+ Question 18 = Persuasion & Networking
Question 15+ Question 20 = Self Confidence
(Manuel owns an art gallery which specializes in signed prints and art posters.)
When I first thought of opening a gallery, I went around and talked to people in the art
community. I asked them what I needed to know to open a gallery. The more people I talked to,
the more ideas I got. You never should be shy about asking other business owners for help. Not
everyone‘s going to be nice about sharing ideas, but most business owners are friendly and
believe that competition is healthy. Besides, successful entrepreneurs love to talk about their
successes.
Running a business takes a great deal of time. You have to be willing to work seven days a week.
You have to think about the business 24 hours a day and all the problems are yours. Having
some experience in sales helped me in the business. But many specific things had to be learned
on-the-job. Business schools don‘t teach you how to wrap or cover up packages, but that‘s an
important part of the retail business.
My advice to anyone thinking about going into business, especially a retail business, is to be
flexible. Move with the market trends. My gallery is a great source of pride to me. Still, I always
have to keep working to make my business grow. I don‘t feel I‘ll ever be able to sit back, put my
feet up and say ―I‘ve done it.‖ I shall always have problems, and my task is to solve them.
(Hamid and his partner own a business which offers food, drink and music and has been
open almost a year.)
I have always been interested in music and have friends who are singers. My partner and I had
thought about opening a place like this for a long time. Last summer, a friend of mine saw this
storefront for rent. He and I had some money, and we decided to rent it. The location seemed
ideal. It‘s located in what seems to be a growing area for live music. There are now nine places
around here offering live talent. I think there‘s more live entertainment around here than in any
other area of the city. And all that competition generates increased the number of people coming
into the neighbourhoods.
The great thing about being in this business is that I‘m exactly where I want to be and I‘m
working with nice people. I enjoy the public relations part of my job. Not that there aren‘t
Healthy business environment means the conditions are favorable to the growth of
business.
Unhealthy environment implies conditions hostile or unfavorable to business
operations.
Business and its environment interact with each other. Economic system and other conditions in
the environment determine the success of business enterprises. Therefore, business enterprises
and their management have to adjust to the conditions prevalent around them.
i. External Environment
It is the environment which is external to the business and hard to influence independently.
The following are the components of external environment:
1. Economic Environment
Economic environment is of multidimensional in nature. It consists of:
the structure of the economy,
the industrial, agricultural, trade and transport policies of the country,
the growth and pattern of national income and its distribution,
the conditions prevailing in industrial, agricultural and other sectors, t
2. Legal Environment
Business must function within the framework of legal structure. Therefore, adequate knowledge
of laws and rules is necessary for efficient managerial performance.
There are several business laws (such as law of contract, law of sales, law of agency, law of
bankruptcy, law of negotiable instruments etc) in our country. A working knowledge of these
laws is very helpful for the entrepreneur. Such knowledge will keep them away from innocent
breaches and resultant penalties.
Group Assignment 1
Instruction: Prepare a brief note on the following types of business laws: Law of contract
Law of sales
Law of negotiable instruments Law of agency
Law of bankruptcy
3. Political Environment
Businessmen should learn to take public opinion into account in the decision-making process
because today's public opinion becomes tomorrow's legislation. Therefore, managers and
entrepreneurs should understand the working of the political system in order to discharge their
responsibilities to the satisfaction of the public.
4. Socio-Cultural Environment
It consist the social and cultural norms/customs of a society in a given period of time. The level
of rigidity/flexibility of a given society towards a new Product/service/concept depends on the
socio-cultural practices of that particular society such as values, beliefs, norms, fashions and
5. Demographic Environment
It assesses the overall population pattern of a given geographical region.
It includes variables like age profile, distribution, sex, education profile, income distribution etc.
The demographic assessment can help in identifying the size of target customers.
ii. Internal Environment
Internal environment is the environment which is under the control of a given organization.
Following are the components of internal environment of a business:
1. Raw Material: It assesses the availability of raw material now and in the near future.
2. Production/Operation: It assesses the availability of various machineries, equipment,
tools and techniques that would be required for production/operation.
3. Finance: It assesses the total requirements of finance in terms start-up expenses, fixed
expenses and running expenses. It also indicates the sources of finance that can be
approached for funding.
4. Human Resource: It assesses the kind of human resources required and its demand and
supply in the market. This further helps in estimating the cost and level of competition in
hiring and retaining the human resources.
Identifying Environmental Factors Affecting Entrepreneurship
A complex and varying combination of financial, institutional, cultural and personality factors
determines the nature and degree of entrepreneurial activity at any time. The following are some
of the environmental factors which hinder/delay entrepreneurial growth:
Sudden changes in Government policy.
Outbreak of war or regional conflicts.
Political instability or hostile Government attitude towards industry.
Excessive red-tapism and corruption among Government agencies.
Ideological and social conflicts.
Unreliable supply of power, materials, finance, labor and other inputs.
Rise in the cost of inputs.
Self-check questions 3
Part I: fill the following spaces with the most appropriate answers
Let us address to the larger question what factors motivate entrepreneurs to start enterprises.
Many researchers have tried to understand and answer this question by conducting research
studies to identify the factors that motivate people to take all the risk and start a business
enterprise
While some researchers have classified the factors motivating entrepreneurs into ‗push‘
(compulsion) and ‗pull‘ (choice) factors, most of the researchers have classified all the factors
motivating entrepreneurs into internal and external factors as follows:
Internal Factors:
External Factors:
1. Government assistance and support.
2. Availability of labor and raw material.
3. Encouragement from big business houses.
4. Promising demand for the product
Some decisions are more influential on your overall business processes, but some of them are
small decisions without significant effect on your business as a whole.
Decision-Making Process
Decision-making process is one of the most critical processes in your business. You can see
different types of this process in reality, but generally, they all have the same purpose effective
and efficient decision that will bring results to your business.
The most common used approaching in the decision-making process is according the following
steps:
Every decision-making process starts with the problem or some discrepancy that exist between
the desired and current state. You have the desired state, and you have an existing state.
The difference between these two is the gap or problem that you must solve through the
decision-making process.
In this step, you can start with your vision about the desired state of your company and goals you
want to achieve.
Here are some questions you need to answer as a part of this step in your decision-making
process:
What are the most critical desired states for your small business?
After you find possible problems that require solutions you can start with the analysis of already
defined problems. How these problems impact on the achievements of your small business?
At the end of this step, you will need to have a list of possible problems sorted by their urgency
for the solution. In your analysis, you need to find causes and how the problem impact on your
This is the step when you need to start brainstorming all possible solutions for a given problem,
or problem you want to solve with that solutions. For the most critical problems, you analyze in
the previous step, create possible solutions.
When you think about solutions, also think about the causes of the problems. If you don‘t
remove the causes, your solutions will be only a temporary solution. Your decision-making
process needs to include possible causes of each identified problem.
Because in the third step you come to more than one possible solution for a given problem, in
this step you need to analyze all proposed solutions to rank them and make a decision that you
will implement in the future. This step will need to give you the rankings of all possible solutions
from the best ones at the top to the worst ones at the end of your list for each problem you
discover at the beginning of the decision-making process.
Now is time for the real decision. The final result from the decision-making process is a selection
of the best possible solution to the problem. What will you implement as a solution for the given
problem? The answer to this question will be the decision you are making.
We can‘t talk about decision-making process without the implementation of the decision you
have made. You will not finish the job until you don‘t implement what you have decided. Can
you solve the problem only by discovering the solution and making the right solution? No, you
will not solve your problem. You need to implement the solution and check the results to see if
the specific solution really solves the identified problem.
As you can see the overall process described above can be divided into the following four parts
as shown in the diagram below.
Summary
Entrepreneurship offers a greater possibility of achieving significant financial rewards
than working for someone else.
Entrepreneurs are their own bosses. They make the decisions. They choose whom to do business
with and what work they will do. They decide what hours to work, as well as what to pay and
whether to take vacations.
It provides the ability to be involved in the total operation of the business, from concept to design
and creation, from sales to business operations and customer response.
It gives an individual the opportunity to build equity, which can be kept, sold, or passed on to the
next generation.
The Entrepreneurial Perspective starts with a picture of a well-defined future and then works to
change the present to match that picture
Developing an entrepreneurial mindset can help to reduce doubt, fear, and anxiety. It can also
help to drive action, focus, and growth. So try to develop an entrepreneurial mindset in different
ways.
Self-Check Question 4
Part I: fill the following spaces with the most appropriate answers
2. The two types of factors that motivate entrepreneurs to start enterprises are
and .
3. What are the most important decision making process that an entrepreneurs follow
during decision making
Introduction
This lesson tries to discuss the meaning of a business idea, how a business idea is generated,
sources from which a business idea can be created and the steps that should be followed to arrive
at the best viable business idea,
Learning Objectives
This guide will also assist you to attain the learning outcome stated below, Specifically, upon
completion of this Learning Guide, you will be able to
Define a business ideas
Generate and Screen business ideas
Understand and identify a Business Opportunity
Identify and Assess Business Opportunities
Understand a feasibility study/analysis and its major components
Understand the steps to be followed in conducting feasibility study
Learning instructions
6. Ecological Viability
Strengths
Strengths are within the control of the entrepreneur and they occur at present. Strengths should
be capitalized and harnessed to reduce or eliminate weaknesses. Examples of strengths may
include technical expertise, new improvements of product, good network with customers,
managerial experience, superior technology, distribution system, and product features (utility
durability, etc.
Weaknesses
Weaknesses are within the control of the entrepreneur; they occur at present. They are "lack
of...", "missing...", or weak points. As much as possible, weaknesses should be eliminated.
Examples of weaknesses include weak selling effort, lack of working capital, inexperienced
managers or employees, technological obsolescence and poor design of product.
Opportunities
Threats
Threats are negative or unfavorable external factors in the environment and normally beyond the
control of the entrepreneur. They adversely affect the business, if not eliminated or overcome.
Threats differ from weaknesses in as much as they are beyond the control of the entrepreneur.
Both have a negative impact on the business. Examples of threats include hanging government
regulations, smuggling, Raw materials shortages, insufficient power, corruption, poor
infrastructure, rising costs of raw materials, too much/Unhealthy competition, government
bureaucracy
In other words, a business opportunity is a business idea that has been researched upon, refined
and packaged into a promising venture that is ready to launch.
Multiple business ideas may be generated on a daily basis but only few of them will be profitable
in the long run based on market research and feasibility study conducted. Only these few are the
real business opportunities.
Ideas and opportunities need to be screened and assessed for viability once they have
been identified or generated. Identifying and assessing business opportunities involves
determining risks and rewards/returns reflecting the following factors:
Market
Length of the ―window of opportunity‖
Personal goals and competencies of the entrepreneur
Management team
Competition
Capital, technology and other resource requirements
Environment
The above factors are elaborated below:
Market
Is there a market for the idea? Are there any customers‘ people with money who are able
and willing to buy the product or service? Can you provide what they need or want? How
many are there?
Management team
Who else will be involved with you in the business? Do they have the experience, know-
how, contacts or other desirable attributes required?
Competition
Environment
Are the political, economic, geographical, legal, and regulatory contexts favorable? Will
the business do any damage to the physical environment?
Responses to the above questions will determine the attractiveness of any business
opportunity.
Introduction
This lesson explains a feasibility analysis and its major components. It also discusses each and
A feasibility study precedes a business plan. Before writing a business plan, one needs to
identify how, where, and to whom they intend to sell a service or product. One also needs to
assess the competition and to figure out how much money they need to start the business and to
keep it running until it is established where all of these are achieved through a feasibility study.
Feasibility studies address things like where and how the business will operate. They provide in-
depth details about the business to determine if and how it can succeed. They serve as a valuable
tool for developing a winning business plan.
It enables someone to know what customers want, test a product's usability and
the quality of the user's experience
The basic steps that apply to all feasibility studies are the followings:
Step 1: Assessment Stage
Go to one business in the nearby area and describe each and every component of a feasibility study for that business
Instruction Sheet
In the previous sections of the training contents, we have seen what entrepreneurship is all about,
type of entrepreneurs and entrepreneurial personal competencies. This section presents how an
entrepreneur with entrepreneurial mind set can establish a business organization. It is not an easy
task to start and run a successful business enterprise; there are some issues to consider when one
decides to establish an enterprise. In this section, classification of enterprises, legal forms, how
an enterprise can be financed, and development of business plan and concepts of marketing are
discussed.
Lesson Objectives At the end of the training lesson, trainees will be able to:
Understand the classification of enterprises
Distinguish legal forms of a business organization
Understand the steps to establish an enterprise
Identify sources of finance
Explain the importance of marketing and Identify marketing mix.
Understand the components for preparation of business plan
Learning Instructions
1. Read the specific objectives of this Learning Guide.
2. Follow the instructions described below
3. Read the information written in the Information Sheets and try to understand what are being
discussed.
4. Accomplish the ―Self-checks‖ in each information sheets
5. Ask from your teacher the key to correction (key answers) or you can request your trainer to
correct your work. (You are to get the key answer only after you finished answering the Self-
checks).
An enterprise is for the purpose of attracting customers, selling goods and services and earning
profit. Enterprises are either formal or informal. The term enterprise is more commonly used in
reference to informal entrepreneurial activities. An enterprise is considered to be any entity
engaged in an economic activity, irrespective of its legal form.
On a personal level, enterprising can be any identified idea that a person can translate into a
planned and satisfactorily implemented activity. In the business sense, enterprising refers to the
implementation of a business venture or undertaking. By understanding the enterprising concept,
one can appreciate that all people have the potential to be enterprising. Enterprising men and
women are able to deal positively with the challenges and problems they face in their daily lives.
The Enterprise in action boxes provides examples of the practical application of the concepts of
enterprise, entrepreneurship and innovation. The aim has been for the settings for these
illustrations to be as diverse as possible, on the basis of business sector, and size and type of
organization and its market situation as well as different geographies and cultures, to try to help
the trainees consider the situations described from alternative perspectives. They often highlight
the decisions made at a Critical time that ultimately prove to be crucial for successful
entrepreneurship or innovation. .
Electronics maintenance
Merchandising Business
Construction
Kindergarten
Figure 5: Some examples of the Enterprises in Your Community
Classification of Enterprise /Types of Business
In this sub lesson, we will discuss the classification factors determining forms of business. The
basic forms of business organizations are further discussed separately. These include Sole
Proprietorship, Partnership, Joint stock Company, and Corporation.
Hotel and lodging houses Apparel and accessory Paper and allied products
7
Motion pictures stores
Health services Furniture, home furnishing Printing, publishing and allied
8
and equipment stores industries
Eating and drinking Chemicals and allied products
9 Legal service
establishments
Mailing service/delivery Miscellaneous retail Petroleum refining and related
10
service industries
Motor vehicle repairs. Rubber and miscellaneous plastic
11
Service and garages products
12 Postal(mail/courier)service Leather and leather products
Amusement and recreation Stone, clay, glass and
13
service concrete products
14 Hotel and lodging houses Transportation equipment
Computer / office service, Fabricated metal products,
15 Information/ technology machinery and transportation
services equipment)
The enterpreneur has to be sure of the administrative and legal issues involved in the business
project which is going to be selected. These includes,choice of the form of the business
ownership, registration and clearness and approval from the authorities.
2. Partnership
It is formed through an agreement among two or more persons to carry on jointly
a legalized business as co-owners.
Like the sole proprietorship, it is not a separate legal entity from its owners.
It is recommended that a partnership agreement, called the Articles of Co-partnership or
Memorandum of Association, be prepared in writing by a competent attorney.
In case of Ethiopia, as per the commercial code of 1960 Article 211,‖A partnership agreement is
defined as a contract where by two or more persons who intended to join together, make
contribution for the purpose of carrying out activities of an economic nature and of participating
in the profit and loses arising out there of it any‖
Characteristics of Partnership
Association of two or more persons, Contractual relationship/ mutual agreement
Existence of lawful business, Sharing of profit and loss
Mutual agency among partners: Each partner is responsible and liable for the faults
and wrongful acts of a co-partners with regard to business obligations.
No separate legal entity of the business, Unlimited liability
Restriction on transfer of interest, Utmost good faith
Easy to form , Low costs to start, Larger/added Unlimited liability, Lack of continuity, Lack
capital sources of harmony
Classification of partnership
Based on the organization characteristics partnership form of business organization is classified
in to two:
i. General partnership: A partnership in which all partners have mutual agency and
unlimited liability for partnership debt.
ii. Limited partnership: A partnership that has two classes of partners:
a) Limited partners
b) General partners
a) Limited partners: A partners who have no personal liability for debts of partnership beyond
the amount they have invested in the partnership.
b) General partner: a partner who assume unlimited liability for the debt of the partnership.
Hence, general partner in the limited partnership are responsible for its management.
4. Cooperative
It is a group of ten or more people operating a business through a jointly owned and
democratically run organization.The cost of registering a cooperative is usually lower than the
cost for registering a share company. A written cooperative agreement is required and must be
filed with the appropriate government authorities.The management of a cooperative is elected by
the members of the cooperative.
Principle of Cooperative
Registered and have limited liability for its members
Members have an equal vote in decisions
Membership is open to everyone who fulfils specified conditions
Assets controlled and usually owned jointly by members
Profit shared equally b/n members with limited interest payable on loans made by members
Share capital remains at its original value
Members benefit from participation, not investment
Table 13: Advantage and Disadvantage of Cooperative
Advantage and Disadvantage of Cooperative
Advantages Disadvantages
The government‘s recent industrial development strategy identifies MSEs as key priority
No single definition for MSEs. The definitions vary from country to country and mainly depend
on its purposes. Enterprises in the MSE sector are defined both in terms of paid up capital
(asset)and number of employees. For example
Small enterprises: means an enterprise having a total capital, excluding building, from
Birr 50,001 to Birr 500,000 in the case of service sector or Birr 100,001 to Birr 1,500.000
in the case of urban agriculture, artisanal mining and construction sector engages from 6 to
30 workers including the owner, his family members and other employees.
Small manufacturing industry is an industry with total capital, excluding building, from
Br. 100,001 to Br. 1,500,000 with 6 to 30 workers
Size does not always reflect the true nature of an enterprise. In addition, qualitative
characteristics may be used to differentiate small business from other business. The
economic/control definition covers:
Market share
Independence
Personalized management
All three of these characteristics must be satisfied if the business is to rank as a small business.
Market share: The characteristic of a small firm‘s share of the market is that it is not
large enough to enable it to influence the prices of national quantities of goods sold to
any significant extent.
Independence: Independence means that the owner has control of the business himself.
It, therefore, rules out those small subsidiaries which though in many ways fairly
autonomous, nevertheless have to refer to major decisions (e.g., on capital investment) to
a higher level of authority,
Personalized Management: It is the most characteristics factor of all. It implies that the
owner actively participates in all aspects of the management of the business, and in all
major decision-making process. There is little delegation of authority. One person is
involved when anything material is involved.
Challenges
Most MSEs face critical constraints, at both operation and start up level. Some of the constraints
include:
Lack of access to finance, Lack of access to premise, Lack of infrastructure,
Resources
Acquire or organize resources in adequate measure such as capital, cash, premises, materials,
equipment and labor. The availability of infrastructure (e.g. utilities like electricity, telephone,
roads) and support services might also be important.
Business plan
In order to turn the above 4 components into reality, a plan would be required. In business, this is
normally referred to as a Business Plan. On the whole a business plan should show main things,
namely:
Where you currently are with your idea, project or business;
What you wish to do;
How you propose to go about it; and that the project is worthwhile.
Visit a nearby business of any kind. Ask the business owner or manager of business about the way how established that busi
There are many questions which the potential entrepreneur needs to ask about any business
which is for sale:
• Why do I want to buy this business?
• Why does the owner want to sell?
• Does the business have a future where it is and the way it is operating?
• Will I be happy operating this business?
Do I have the skills?
The question of price is a difficult one. Consider what you are getting for the price you are
paying.
Are you getting land and buildings?
Are you buying the stock, furniture and appliances?
Are you buying the name of the business and the rights to use that name forever?
• Are you paying for the present owner of the business not to set up another business
nearby?
There are several ways of putting a price on a business. By comparing several similar businesses
you will get a ―feel‖ for a reasonable price. However, no matter how much you pay, that
amount is your investment in the new business.
Starting a new business means allocating a great deal of time to planning and
investigating the potential market for the products or services to be sold by the new business.
3. Becoming a franchisee
Franchising is a system where a franchiser has developed and implemented a business that he
offers for replication to a franchisee. The franchisee opens a business by using the business
idea of the franchiser against a fee. In return, the franchisee gets training, the marketing concept,
the brand name and the product or service. He also has the guarantee that no other franchisee
from the same franchiser will have the right to do business in the same area.
All these elements are fixed in a franchising contact that is binding for both parties. Franchising
lowers the risk as the product is usually well known in the market. On the other hand it limits
entrepreneurial decision-making and shrinks the profit margin as a fee or a percentage of the
turnover has to be paid to the franchiser.
Start-up investment cost well known Franchising fees would decrease profits
Good market introduction of the product or No possibility of introducing a new product from
service other suppliers
Activity
1. There are different ways of establishments of business activities .which way is preferable to an entrepreneurs? W
The following are some of the important definitions of marketing by Philip Kotler and et.al
1. Marketing is too often confused with selling. Today, marketing must be understood not in
the old sense of making a sale—―telling and selling‖—but in the new sense of
satisfying customer needs. ―Selling is the art of finding clever ways to dispose of what
you make. It focuses on creating sales transactions rather than on building long-term,
profitable customer relationships.
2. But Marketing is the art of creating genuine customer value. It is the art of helping your
customers become better off. The marketer‘s mottos are quality, service, and value.‖
3. Broadly marketing is defined, as social and managerial process by which individuals and
organizations obtain what they need and want through creating and exchanging value with
others. In a narrower business context, marketing involves building profitable, value laden
exchange relationships with customers. Hence, we define marketing as the process by which
1. Who are your customers? Your customers are the people or other businesses that want
your products/ services and are willing to pay for them. They include;
People who are buying from you now.
People you hope will buy from you in the future.
People who stopped buying from you but you hope to get them back.
2. What are my customer‘s needs and wants? - An important point to note is that
customers want to look at different products so that they can choose what they like best.
Some customers want a different design and others want high quality and are willing to
pay extra for that.
Need: Human needs are states of felt deprivation. They include basic physical needs for food,
clothing, warmth, and safety; social needs for belonging and affection; and individual needs for
Wants: wants are the form human needs take as they are shaped by culture and individual
personality. Example a person in Ethiopia needs food but wants Burger. Wants are shaped by
one‘s society and are described in terms of objects that will satisfy those needs.
Demand: when backed by buying power, wants become demands. Given their wants and
resources, people demand products and services with benefits that add up to the most value and
satisfaction. Outstanding marketing companies go to great lengths to learn about and understand
their customers‘ needs, wants, and demands. They conduct consumer research, analyze mounts
of customer data, and observe customers as they shop and interact, offline and online. People at
all levels of the company—including top management—stay close to customers.
Market offerings are not limited to physical products. They also include services—activities or
benefits offered for sale that are essentially intangible and do not result in the ownership of
anything. Examples include banking, airline, hotel, retailing, and home repair services.
5. Markets
The term market ‗has traditionally been used to describe a place where buyers and sellers gather
to exchange goods and services (for example, a fruit and vegetable market or a stock market).
A market is the set of actual and potential buyers of a product or service. These buyers share a
particular need or want that can be satisfied through exchange relationships. Sellers must search
for buyers, identify their needs, design good market offerings, set prices for them, promote
them, and store and deliver them.
A market for a business consists of all the potential customers within a specific geographical
area, who need or want a specific product or service and are willing and able to engage in
exchange to satisfy the need or want. Every business sells some type of product or service to
people. Potential customers can be described as:
1. People who need or want the product or service.
2. People who are able to buy the product or service.
3. People who are willing to buy the product or service.
2. Know what different customer groups wants: By segmenting the marketing into groups,
it is easier for entrepreneurs to determine what products or services each group wants or
needs.
👉Traditionally the term market stood for the place where buyers and sellers gathered to
exchange their goods, such as Shola Gebeya and Markato.
Marketers are no longer asking only ―How can we influence our customers?
But also ―How can our customers influence us?
Marketing plays a major role in achieving organization goal and socio-economic system of a
given country and further in the global economy. Since marketing is consumer oriented, it has a
positive impact on the business firms. It enables the entrepreneurs to improve the quality of their
goods and services.
Marketing helps in improving the standard of living of the people by offering a wide variety of
goods and services with freedom of choice, and by treating the customer as the most important
person. Marketing generates employment both in production and in distribution areas.
Since a business firm generates revenue and earns profits by carrying out marketing functions, it
will engage in exploiting more and more economic resources of the country to earn more profits.
A large scale business can have its own formal marketing network, media campaigns, and sales
force, but a small unit may have to depend totally on personal efforts and resources, making it
informal and flexible.
A customer purchases a product because it provides satisfaction. That something that makes a
product capable to satisfying want is its utility. And it is through marketing that much of a
products utility is created.
While the benefits of channel systems are clear, these cannot be enjoyed without an element of
cost. When responsibilities are shared or passed on, the company must pay a cost in terms of loss
of control. Ideally, the channel structure should operate to the mutual satisfaction of all members
1. Possession utility - Possession utility is created when a customer buys the product. That is,
ownership is transferred to the buyer. Thus, for a person to consume and enjoy the product a
transaction must take place. This occurs when you change your money for a product.
2. Time utility - Time utility refers to having a product available when you want it. Having a
product available when we want it is very convenient but it means that the retailers must
anticipate our desires and maintains an inventory. Thus, there are costs involved in providing
time utility.
3. Place utility - Place utility exists when a product is readily accessible to potential customers.
So physically moving the products to store near the customers add to its value.
5. Form utility - Form utility is associated primarily with production – the physical or chemical
changes that makes a product more valuable. When limber is made into furniture, form utility
is created. This is production not marketing. However, marketing research may aid in decision
making regarding product design, color, quantities produced, or some other aspect of product.
All of these things contribute to the product form utility.
Customer Service: customer service means providing a quality product or service that satisfies
the needs/wants of a customer and keeps them coming back. Good customer service means much
more – it means continued success, increased profits, higher job satisfaction, improved company
or organization morale, better teamwork, and market expansion of services/products.
When coming into contact with a customer, communicating with him/her, or analyzing
problems, do not forget to use the following methods or qualities of the customer service
professional: Listen: It is of primary importance when dealing with an unsatisfied or complaining
customer to listen attentively to his/her complaint, gripe, frustration or grievance. Be patient,
attentive, and friendly.
Express you are sorry: better to say ‗We are sorry for this mistake/problem.‖ ―We are
terribly sorry for this inconvenience.‖ ―How can we work to solve this problem together?
‖ ―I can imagine how frustrated you are.‖Do not argue and do not interrupt: This will only
worsen the situation, especially if the customer is angry. Let him speak before you try to discuss
with him what has happened.
Do not lose your self-control: If you stay relaxed, customers will calm down.
Point out facts: Listen carefully – and write everything down. Do not make any comments until
the customer is finished talking.
Admit the problem: If you can suggest a solution do it. If not tell the customer what actions you
will take and what actions will follow. Never make the mistake of promising something you are
not able to do.
Involve the customer in problem solving: Suggest the customer alternative solutions, if they
exist. Customers appreciate the opportunity to choose the ways of problem solving.
Follow-up: Make sure that the promised measures are taken. If you do not fulfill what was
promised and ignore the customer‘s complaint, the problem will grow. Next time it will be more
difficult to solve.
Do not question the customer‘s correctness: From the very beginning you should believe that the
customer may be right. Always be open minded toward the customer‘s opinion, make them feel
they deserve to be listened to.
When you listen to the customer‘s complaint you take responsibility to solve the problem by:
o Listen without interruption and with full attention.
o Behave without aggression, and without arguing.
o Do not extend excuses for the problem, and thank the customer for drawing their
attention to it and helping solve it.
o Find out exactly what the customer needs you to do for them
o Explain first what you can do, and then gently add what you cannot do
o Undertake immediately what was discussed
o Check the result to make sure the customer is completely satisfied
Table 19: Helpful Reminders for Polite and Friendly Responses to your customers
Wrong Approach Polite and Friendly Alternative
―I don‘t know.‖ ―I‘ll find out.‖
―No.‖ ―What I can do for you…‖
―That‘s not my job.‖ ―Let me find the right person who can help you with …‖
―You‘re right – this is bad.‖ ―I understand your frustrations.‖
―That‘s not my fault.‖ ―Let‘s see what we can do about this.‖
―You want it by when?‖ ―I‘ll try my best.‖
―Calm down.‖ ―I‘m sorry.‖
―I‘m busy right now.‖ ―I‘ll be with you in just a moment.‖
―Call me back.‖ ―I will call you back, what is your telephone number.‖
You Need to Talk to My Supervisor ―Let me find that out for you.‖
👉 Activity:
Think about where you enjoy doing business as a customer - stores, suppliers, banks,
café and restaurants, beauty salon, hotels and let‟s review a business you like and dislike, why? Briefly
A company‘s philosophy of business and its particular merits combine to form a company
message, and it is the job of the salesperson to communicate this message to customers. Buyers
usually require more than the physical product when they consider potential suppliers; at the
same time, the salesperson is helped by being able to talk about the company in addition to the
products on offer. As well as considering their selling skills, it is important when recruiting sales
personnel that companies take into account how well the applicant ‗fits in‘ with the desired
company image and how well the company image will be transmitted.
The basic difference between marketing and selling lies in the attitude towards business. The selling
concept takes an inside-out perspective. It starts with the factory, focuses on the company‗s
existing products, and calls for heavy selling and promoting to produce profitable sales.
Emphasis is given on product planning and Emphasis is placed on sale of products already
development to match products with the produced
market
Integrated approach to marketing is practiced. Fragmented approach to selling is practiced.
The principle of caveat vendor (let the seller The principle of caveat emptor (let the
beware) is followed. buyer beware) is followed.
Effective Communication Skills – in addition to listening, you must be able to respond well.
You must be able to offer solutions to the customer‘s problems if the customer is ever going to
buy from you or your company
Problem Solving Skills – good salespeople are always working to solve problems – they
understand that problem solving is what their real jobis
Interpersonal Skills – beyond communication skills, salespeople should know how to work well
with their customers and with each other in order to be most effective. They should be courteous,
respectful, and skilled at building relationships
Organization Skills – good salespeople are well-organized. This doesn‘t necessarily mean their
desk is well organized, but it does mean that they have a system for maintaining information
about prospects, customers, products, and any other information their customer mightneed
Self-Motivation Skills – if you‘re going to be good at sales, you have to be able to motivate
yourself. There will be those times that you don‘t want to take the next step in the sales process,
but you‘ll need to know how to work through those feelings and take the steps that your
customers need – and that will help you be successful in your job.
Persuasion Skills – customers almost always have a choice in the company they work with or
choosetobuyfrom.Persuasionistheartofhelpingthecustomertochooseyourofferoverothers
Customer Service Skills – once you know how to make a sale, do you know how to keep that
customer coming back? Do you view them as a one-time sale or as someone who could be a
continual source of sales over the life of a relationship with them?
Activity 1.
Let the learners sell any a self-made /readymade items to the class one after another, after
that let the learners reflect the salespersons(learner) skill that he/she have or don‟t. By adding the reflection of se
Marketers use numerous tools to elicit the desired responses from their target markets. These
tools constitute a marketing mix. Marketing mix is the set of marketing tools that the firm uses to
pursue its marketing objectives in the target market. These tools are classified into four broad
groups that are called the four Ps of marketing: product, price, place, and promotion. Marketing-
Mix decisions must be made to influence the trade channels as well as the final consumers.
Typically, the firm can change its price, sales-force size, and advertising expenditures in the
short run. However, it can develop new products and modify its distribution channels only in the
long run. Different scholars state marketing mix as seven PS but for this topic we use the
marketing mix stated by Philip Kotler.
1. Product
The marketing mix is a combination of many factors, but consumers tend to view the whole of
marketing effort in more tangible terms of the product or service. It is important for marketers to
recognize that much of the ‗want satisfying‘ nature of the product is derived from consumer
perceptions of the product. The true nature of the product is always what the consumer perceives
it to be, and not what the company thinks it is or would like it to be
Product refers to goods/services produced for sale, the product /service should relate to the needs
and wants of the customers. Thus, a product is anything tangible or intangible that can be offered
for purchase or use by consumers.
Packaging: involves designing and producing the container or wrapper for a product.
Labeling: Labels may range from simple tags attached to products to complex graphics
that are part of the package.
Product support services: services that augment actual products.
2. Pricing
Price is a particularly potent element of the marketing mix because of its direct impact on the
customer, the company and the economy. To the consumer, price is a major indication of quality
and an important factor in the decision-making process. For the company, the price at which a
product or service is sold represents the sole means of recouping costs and making a profit.
Price is simply the amount of money that consumers are willing to pay for a product or service
Promotion means informing or communicating your customers about your products and services
and attracting them to buy the given product /service. Promotion includes advertising, sales
promotion, publicity, personal selling, direct and internet marketing
Some useful ways of advertising include signs, boards, posters, handouts, business cards,
brochures, Price lists, photos and newspapers. You can use sales promotion to make customers
buy more when they come to your business, you could also;
Choice of market is a strategic long-term decision that cannot be changed except at considerable
loss. Therefore, great care and planning is required to select the most appropriate market.
Marketing analysis is the dynamic process of analyzing and comparing the appropriateness or
otherwise of alternative market with the aim of selecting the best market for a given enterprise.
Locations with greater customer traffic usually cost more to buy or rent, but they require
less spending for advertising to attract customers. This is especially true of retail businesses
where traffic count and accessibility are critical.
Introduction
Whether one is starting a new business or buying an existing business, there is almost always the
problem of having enough capital to operate the business. Starting a new business is an easy task.
The entrepreneur can have a great and clear idea with ability to translate it into a successful
business. However, it is difficult to start and run the business without the money required at
initial stage. The financial concerns need to be considered when planning to start a business
The initial money required to start the business is referred to as start-up capital which consists of
initial investment capital and working capital. Investment capital refers to the fund to be spent on
the acquisition of equipment, furniture, building and other properties and working capital is the
money needed to cover the operation of the business.
Raising finance for start-up capital requires careful planning. The entrepreneur needs to decide:
How much finance is required?
When and how long the finance is needed for?
What security (if any) can be provided?
Whether the entrepreneur is prepared to give up some control (ownership) of the start-up
in return for investment?
Generally, the source of finance for a start-up is divided into sources. These are internal source
(equity financing) and external source (debt financing).
1. Personal Sources - A large number of start-ups are 'self-funded' through savings or existing
sources of personal borrowings. Sometimes it can be difficult to raise funds from other
sources if entrepreneur business plan is not easily understood by third parties, so personal
funding is often the only realistic source of initial funds. However, it is practically difficult
to raise adequate fund from such sources.
Saving - Saving refers to the money set aside for future use. It can be made through
Small but regular deposit in financial intuition
Automatic deduction from salary or wage
Forms of Saving
Formal saving : it refers to saving made in formal financial institutions such as banks and
microfinance institutions
Informal saving; it is saving made in village based or community based financial setup
such as credit and saving associations
Traditional saving: this saving is made through the purchase asset which can be
liquidated into investment capital such as jewelry , house, Edir .and Equib
Activity (saving)
Discuss in class the advantages of saving to business enterprise
Visit some of the EQUIBS undertakings in your area and observe how they are operated? Present your fin
2. Venture Capital - Venture capital is obtained by large companies who are interested to
have ownership in exchange for capital. The percentage of ownership is negotiable. This
kind of financing is the best option for entrepreneurs who do not have adequate collateral to
get bank loan. The benefit of venture capital is not only financial; the relationship an
entrepreneur establishes with the company can get knowledge, clear direction and new skill
to grow the business.
4. Families, Friends and Relatives - At times, loans from friends or relatives may be the only
available source of new financing. Such loans can often be obtained quickly. This type of
financing is based more on personal relations than on financial analysis. However, friends
and relatives who provide business loans sometimes feel that they have the right to offer
suggestions concerning the management of the business. Included in this category is ―Love
Money‖ as a source of finance; it refers to the money obtained from spouse or finance. It is
also called patient money.
5. Partner Financing - This is a type of financing in which a partner who has interest in the
business raises some capital to finance the operation of the business
Debt financing is a financing method involving interest payment. Debt financing requires the
entrepreneurs to pay back the amount of funds borrowed with an interest within predetermined
The most common source of funding comes from commercial banks and micro finances. There
are prerequisites to get loan from financial institutions. The common requirement include the
following
Decision on the amount and installment plan
convincing business plan
collateral
appraisal by the bank
1. Bank loan - Commercial Banks are sources of short-term funds most frequently used by the
entrepreneurs when collateral are available. The funds provided are in the form of debt
financing and requires some tangible collateral. The collateral can fixed asset such as land,
equipment, building, car and other assets.
3. Trade credit - It is a credit obtained from suppliers who sell goods and service on credit.
The credit is usually paid within 30-90 days. It is a short term financing scheme.
4. Lease Financing - Lease financing is one of the important sources of medium and long
term financing here the owner of an asset gives another person with a right to use it against
periodic payment. The owner of the asset is named as lesser and the user as lessee. The
periodic payment a lessee makes is referred to as lease rental. The ownership title belongs to
the leaser until the asset is returned to the leaser on expiration of a lease contract. There can
When an entrepreneur intends to start a business or to expand the existing business, it is wise to
prepare and use a business plan. In the preparation of a business plan, one can put into practice
the personal entrepreneurial competencies.
A business plan is a written document prepared by the individual entrepreneur or partners that
describes the goals and objectives of the business along with steps necessary to achieve those
goals. A Business Plan sets objectives, defines budgets, engages partners, and anticipates
Once completed, there are many potential uses of a business plan for entrepreneurs. First, it is a
powerful sales document for raising money. A business plan is a prerequisite for talking to a
venture capitalist, and/or other investors. If entrepreneurs want to borrow money, it is an
impressive document to convince bankers to consider a request for a loan. As a rule of thumb,
the more entrepreneurs want to borrow, or the more money entrepreneurs want to raise capital
from investor, the more thorough the business plan must be.
A second major use of a business plan is that it serves as an operational plan to direct
entrepreneur‘s operations. Like a blueprint for a house, entrepreneur‘s plan will tell what
entrepreneur to do and when to do it. Many entrepreneurs use their business plan for the critical
start-up and expansion periods of operation so that they will stay both on target and on budget.
Generally, the business plan benefits the internal and external users
The plan helps the enterprise to develop a ―road map‖ to follow in executing its strategies
and plans.
The plan introduces potential investors and other stakeholders the business opportunity the
firm is pursuing and how it plans to pursue it.
There is no a general all-purpose business plans because each venture has its own unique set of
factors and conditions. For example, the new start-up has no financial history; hence, none of its
financial projections can be based on past sales, profits, and so on. Besides, a purely service-
oriented firm, such as a consulting firm, must present a different kind of business plan from that
of a manufacturing firm.
It should be remembered that a business plan is not the same as a financial proposal or ―loan
package‖. A loan package may be extracted from a business plan since a package is mostly
comprised of the financial portion of the business plan. Not all business plans are intended for
financing however, and some may be used only as an operational plan
Anyone can talk about an idea, but putting it down on paper takes commitment, research and a
lot of hard work. If an entrepreneur does not work on paper, it is rather certain not to work in the
market place. Writing a business plan is a unique opportunity for entrepreneur to think through
business idea as thoroughly as possible before spending any money on hunches or half-baked
ideas.
2. Value proposition
It solves a customer problem or satisfies a customer need.
It also describes the uniqueness of a business.
For each customer segment identified
Describe the bundle of products and services that create value for each specific customer
segment
Identify the reason why customers will turn to your company over its competitors. It
solves a customer problem or satisfies a customer need
3. Distribution Channels
Describes how your company communicates with and reaches its customer segments to
deliver the value proposition
Functions of distribution channels include:
raising awareness among customers about a company‘s products and services;
helping customers evaluate a company‘s value proposition;
allowing customers to purchase specific products and services;
delivering a Value Proposition to customers; and
Providing post-purchase customer support.
4. Customer Relations
Describes the types of relationships your company needs to establish and nurture with
specific customer segments
Focused on:
Customer acquisition
Customer retention
6. Key Resources
Identify, describe and quantify assets required to deliver on the value proposition to each
of the identified customer segments
e.g. Land, Buildings, Equipment ,Facilities ,Platforms ,Systems ,Technology
7. Key Activities
Identify, define and describe the most important things (actions) your start-up company
must do to: create and offer a value proposition ,reach markets, maintain customer
relationships ,earn revenues, to make its business model work and to operate successfully
8. Key Partnerships
Identify and describes the network of suppliers and partners that make the business model
work, e.g.:
strategic alliances between non-competitors;
co-operation: strategic partnerships between competitors;
joint ventures to develop new businesses;
buyer-supplier relationships to assure reliable supplies
9. Cost Structure
Describe the most important costs incurred while operating under a particular business
model to:
o creating and delivering value,
o maintaining customer relationships,
o Generating revenue.
Such costs can be calculated relatively easily after defining key resources, key activities,
and key partnerships.
Summary
Business can be established either by one individual or a group of individuals. In this connection,
the ownership of a business organization may take different legal forms, each of which carriers
certain privileges and responsibilities. A person thinking to own a business need to examine the
following factors: Capital requirement, risks, managerial, abilities, government regulations, time
requirements, and tax liability. Each of these factors should be considered along with personal
values and philosophy before choosing the type of business ownership.
There are three main types of business based on the nature of operation .These are Service giving
enterprise, Merchandise enterprise, manufacturing enterprise. Each types of business. .
There are different enterprise based on the size/scale of the operation, Micro enterprise, Small
enterprise, Medium enterprise and large enterprise in their function .And also There are three
main legal forms of business. These are Sole Proprietorship, Partnership, Joint stock Company,
and Corporation. Each form of business ownership has advantages and disadvantages. If you are
planning to go into business, you need to review the Marketing strategies, marketing mix
elements as four p‘s and analyses the source of finance and also review pros and cons of each
one and determine each form of ownership meets your need, style, and talents. The final point of
all the above concepts can summarize through preparation of Business plan by developing
Business Model Canvas.
Procedure:
1. Select the appropriate business plan format
2. Describe the business
3. Prepare the marketing plan
4. Prepare operation plan
5. Prepare organization and management plan
6. Prepare financial plan
7. Checking the feasibility of the plan
Precautions:
• Adequate and reliable data/information
• Basic entrepreneurial competencies
• Fulfilling legal requirements
• Business ethics
Quality Criteria:
• Marketability, Technical and managerial feasibility, and Finical feasibility
9. is a credit obtained from suppliers who sell goods and service on credit.
10. means informing or communicating your customers about your products and services and
attracting them to buy the given product /service.
Name of Business
Legal Form
Contact Address
Tel. E-mail
Fax.
Type of Business:
□ Manufacturer Service provider Retailer Wholesaler
Products or services
1.
2.
3.
4.
Marketing Plan
Product/service type
What is special about the product/ the unique characteristics of the product?
Highest ; Highest ;
Average; Average;
Lowest Lowest
Highest ; Highest ;
Average; Average;
Lowest Lowest
Description of the planned actions to inform customers about the opening of the new business
(e.g. printed information, brochures, posters, newspaper articles, radio advertisements, opening
ceremony, etc. Also make inquiries about the costs for the different types of promotion)
Legal Form
Start-up Capital
Investment
Land
Building
Equipment
Total Investment
Working Capital
months of staff costs
months of operational costs
Total working capital
Raw materials
No Dimension Quantity Unit Cost Total Cost
needed per month
1
2
3
4
Total cost
Sources of Funding
Conditions
Type Source Amount
(duration/interest)
□ Own savings
Equity capital
□ Partner
□ Family
Loan 1 □ Friends
□ Money lender
□ Credit cooperative
□ Bank loan
Total Funding
Loan 1
Loan 2
Debt Service
Repayment 1 2 3 4 5 6
period Amount Amount Amount Amount Amount Amount
Loan 1
Installment/principal
Interest
Loan 2
Installment/
principal
Interest
Debt service
Sum of Installments
Staff costs
Month 1 2 3 4 5 6 7 8 9 10 11 12
Price
Product
Quantity
1
Turnover
Price
Product 2 Quantity
Turnover
All
Turnover
products
Month 1 2 3 4 5 6 7 8 9 10 11 12
Product 1 Quantity
Materials All costs
Product 2 Quantity
Materials All costs
Materials Total costs
+ Staff Total costs
+ Others Total costs
Operation Total costs
+ Capital Interest
cost Depreciation
Grand Total
=
costs
Pre
Month 1 2 3 4 5 6 7 8 9 10 11 12
operation
Cash beginning of
the month
+ Equity
+ Loans
+ Sales
+ Any other
I: Total cash in
+ Investment
+ Operational cost
+ Interest
+ Any other
II: Total cash out
I – II Cash at the
end of the month
Month 1 2 3 4 5 6 7 8 9 10 11 12
Quantity
Product 1
Turnover
Quantity
Product 2
Turnover
I. Total Sales
- Operation Total costs
II. Total Costs
I – II Profit
(before tax)
- Income tax %
Net profit
(after tax)
Opening Balance
Introduction
This lesson focuses on Employability skill the word that can be used in different contexts and
with different meanings. In this course, we are discussing employability as it relates to higher
education, so we will use the following definition. Employability is:
―a set of achievements skills, understandings and personal attributes that makes graduates
more likely to gain employment and be successful in their chosen occupations, which benefits
themselves, the workforce, the community and the economy.‖
Every prospective TVET graduate should develop awareness and skill on how to stand out from
the crowd in the job market.
Employability, therefore, is not just about getting a job; it is about a broader set of skills and
attributes that will enable a graduate to be successful throughout their working life
Learning Instructions
Employability skills are defined as skills required not only to gain employment, but also to
progress within an enterprise so as to achieve one‘s potential and contribute successfully to
enterprise strategic directions.
The following table sets out the main types of skills required in today‘s world of work with
corresponding definition.
The literacy and numeracy skills necessary for getting work that can
pay enough to meet day-to-day needs. These skills are also a
Basic/foundation prerequisite for continuing in education and training, and for acquiring
skills other vocational, professional and core work skills that enhance the
prospect of getting a good job
Important core skills necessary for employability skills include the following though it is not an
exhaustive list:
Communication skills that contribute to productive and harmonious relations between
employees and customers;
Team work skills that contribute to productive working relationships and outcomes;
Problem-solving skills that contribute to productive outcomes;
Initiative and enterprise skills that contribute to innovative outcomes;
The following table shows the range of core skills for employability identified into four broad
categories
Broad skill
Core work skills/abilities
category
Willingness to learn
Using learning techniques to acquire and apply new knowledge and skills
Working safely
Pursuing independent learning
Taking responsibility for own learning
Learning to Thinking abstractly
learn Organizing, processing and holding information
Interpreting and communicating information
Conducting systematic enquiry, following through to find answers
Using time effectively and efficiently without sacrificing quality
Selecting the best approach for tasks
Beginning, following through and completing tasks
Reading competently
Reading, understanding and using materials, including graphs, charts and displays
Understanding and speaking the language(s) in which the business is conducted
Writing effectively in the language(s) in which the business is conducted
Communication Listening and communicating effectively
Listening to understand and learn
Using numeracy effectively
Articulating own ideas and vision
Being adaptable
Self-Check 1
Instruction I: Choose the best answer.
A. Motivation C. Commitment
B. Reliability D. Honesty and integrity
6. Specialized skills, knowledge or know-how needed to perform
specific duties or tasks
8. is the ability of a person to learn and adapt, to read, write and compute
competently; to listen and communicate effectively to think creatively; to solve
problems independently.
1. List down a minimum of seven personal attributes that the job seekers should develop in
different ways.
These set of "job-readiness" skills are, in essence, behaviors that are necessary for every job and
are essential attitudes that allow you to grow in your career and also efficiently let you:
Connect with co-workers
Solve problems
Be a part of and understand your role within the team
Make responsible choices for your job and your career
Be independent and take charge of your career
Personal characteristics, habits, and attitudes influence how you interact with others. Employers
value employability skills because they regard these as indications of how you get along with
other employees and team members and customers and how efficiently you are likely to handle
your job performance and career success.
Employers value these unique attributes in their potential employees because they have always
been necessary for a productive and smoothly functioning workforce. Enterprises spend a
substantial amount of time and money, developing these foundational and work-readiness skills.
But in today's world, where jobs are few, employers enjoy more options and would like to hire a
technical expert who also displays well-rounded employability skills.
Employability is not just securing one job. It has traits and factors that decide the skill of
retaining or hiring employees. These are the reasons why employability is important:
Competitive World
In a world it is difficult to judge the individuality of the candidate? Many might say that college
is different. Though, that is true in some sense. The larger point is that the basic education for
Work-life is fickle. As they say, the market can change every second. So can the insides of an
office. Not just in terms of emotions, the real change comes in the form of changes to job
descriptions. Over time, you will go up the ranks of the company. You will be required to do
various jobs that are needed at different stages. Hence, employability helps you gather and retain
these traits.
The best thing about employability is that it is entirely in your hands. Thus, only you can find
your true employability. Thus, exploring yourself urges you to become employable. You try to
learn new things. Also, you retain more information for future use. And, you go through many
work lives to finally select the one that works for you.
Return on Investment
Costs for completion of higher education are getting higher every year. Students are walking out
of colleges with large debts and are in need of a job. This is why maintaining employability is
important.
Truthfully, in today‘s day and age, even students from well-reputed colleges are lacking job
opportunities because they have not developed their skills in different areas. Though, Having
managerial skills, even in non-business related fields like medicine, greatly improves your
employability.
Employability skills are transferrable skills that are useful in nearly every job. They involve the
development of an expertise, knowledge base or mindset that makes you more attractive to
employers. Employability skills are also often referred to as employment skills, soft skills, work-
readiness skills or foundational skills. They often improve your performance, minimize errors
and promote collaboration with your coworkers, enabling you to perform your role more
effectively.
Employability skills may not be listed in a job description, but they are important skills that can
make you more attractive to prospective employers. The main benefit of having these traits is
that it can help you stand out among other job candidates who are vying for the same position.
While other candidates may have the same qualifications and experience, you may have a better
chance of getting hired if you have employability skills that are particularly useful for the role.
Certain employability skills are more sought after in specific industries. You can prepare
yourself for an interview or write your resume for a particular position by researching which
employment skills are essential in your industry.
1. Communication
Communication is one of the most important employability skills because it is an essential part
of almost any job. The communication process involves five elements:
a. Sender, d. Medium and
b. Receiver, e. Feedback.
c. Message,
When these elements work together, you can deliver and understand messages clearly and
efficiently, eliminating unnecessary misunderstandings and errors. Excellent communication
skills make you more employable because they can enhance a company‘s productivity and
efficiency and help prevent the waste of valuable time and resources.
Being an effective communicator involves conveying your thoughts and ideas clearly to achieve
certain outcomes, as well as listening to your coworkers‘ instructions, ideas and intentions.
Depending on the job you want, you may have to be competent in several different types of
communication, such as verbal, nonverbal, written and visual. For instance, a customer-facing
employee needs to have excellent verbal and nonverbal communication skills.
The best way to improve your communication skills is to communicate as frequently as possible.
Some of the activities that can help you develop better communication skills include:
1. Communicating on social media
2. Joining a local club
3. Practicing awareness of your facial expressions and body language
The application is one more chance for an applicant to keep the name in the
―prospective employee‖ file and out of the wastebasket. As an application is a legal document.
Fill it out completely and honestly.
4.3.1. Resume
What is a resume?
A short document showing an employer that an applicant is a desirable candidate for a job.
Resume is a Statement of facts (using keywords and action verbs) that highlights the
accomplishments, skills and education/training.
The resume makes an appeal to, the prospective employer. A job-seeker simply cannot succeed
these days with just the traditional formatted resume intended to be printed out as a visually
pleasing marketing piece. The formatted ―print‖ resume is still important, but it can no longer be
the only resume tool in the kit. An applicant need at least one other version of the resume that
can go directly into a keyword-searchable database with no obstacles. The e-resume, short for
electronic resume, is a vital tool for today‘s job-seeker.
Contents of a Resume
i. Heading
Create a heading/letterhead that An applicant can use on all of the employment documents
Tell the employer who an applicant is and how they can reach out.
The name should stand out slightly more than the rest of identifying information.
ii. Objective
iv. Education
v. Study/special training
List the employability essentials for Success that an applicant has learned.
List related classes an applicant has taken.
Use actual course titles not abbreviations or acronyms.
List skills that an applicant acquired through the course work or work experience be
specific Example - Proficient in Microsoft Word 2010.
List clubs and organizations to which an applicant belongs.
List special awards and certificates.
References
Do not list any references on the resume. Instead key the phrase, ―References available
on request‖ at the bottom of the page. This is optional because all employers expect that
references will be provided if requested. The line can serve the purpose of signaling the end of
the resume; but if an applicant doesn‘t have room, leave it off.
On a separate sheet of paper have the references listed so an applicant will have them
available. On this sheet, use the same heading as the resume page.
Use three to five adult references. Include full name, title (relationship to you), organization
with which the person is affiliated, complete address, phone number and e-mail address.
Homework Activity: 1
Prepare a resume of your own as part of a job application to be submitted to ABC Company.
Cover Letter
1. Follow all directions printed on the job application. Look the application over carefully
before an applicant begins working on it. Show the employer that an applicant can do what
is expected of you.
2. Fill out the application yourself. Employers want to know how well an applicant read and
write, not how well the friend or parents can write.
3. Print using black ink. Printing is much easier to read. Use the best penmanship.
4. Think before an applicant write to avoid mistakes. If an applicant does make mistakes, draw
one line through it. Don‘t blot it out!
5. Have all of the data handy. It is a good idea to fill out a ―pocket resume‖ or extra
application ahead of time and take it with you. Then an applicant will have all of the
information ready. It also shows good planning on the part. 6. Put something on every
blank. The employer needs to know that an applicant did read it, but it just doesn‘t fit the
situation.
Homework Activity: 2
Prepare a cover letter for job application for a business officer position in ABC Company
Once an applicant has the above information organized, it is time to start looking for a
1. Word of Mouth/Networking - The best source is the old reliable ―grapevine.‖ Ask around!
Ask family, friends, neighbors, and co-workers if they know of any businesses who are
hiring. Talk with the parents of the friends. Ask them for leads and let them know an
applicant is looking for a job. More job leads are discovered through networking than any
other method.
2. Pounding the Pavement - This is the oldest method of job hunting, especially for entry-
level positions. This means literally going door-to-door and submitting job applications. Be
sure to always dress professionally for those rare occasions where an applicant may be
interviewed on the spot.
3. ―Help Wanted‖ Signs - Maybe the simplest method of all is the good old ―Help Wanted‖
sign in the front window. If an applicant sees one, don‘t go in right away. Take some time to
1. The focus should be on making the application unique, to avoid its being swallowed up in
the technology abyss.
2. Follow directions. Be careful to enter the correct data in the correct field.
3. Tailor the information to the position. Don‘t copy and paste text from the resume.
4. Use key words, buzz words, and industry verbiage. Use the verbiage in the job ad as the
model. Employers search key words when they‘re looking for people to fill specific
positions. Key words are very important and will help an applicant get past the computer to
a live person.
5. Create a skills-inventory section even if the application doesn‘t require it. An applicant
might put this in a ―comments‖ section.
6. Include numbers and statistics if available. Example counted five cash drawers daily;
Responsible
7. Complete all fields – even those that aren‘t required
8. If the company offers an optional assessment test online, take it. Some employers have
said that candidates who don‘t take the optional assessment test are automatically screened
out.
9. Make sure the resume can hold its own in a very simple format. Fancy bullets, text, italics,
and bold do not convert well in an electronic application.
10. Spell check and grammar check the application before submitting it. Have an error-free
application because this application serves as the employer‘s first impression of you.
11. Include a strong objective tailored to the specific job for which an applicant is interested.
12. Another use for the comments section: use it to demonstrate that you‘ve done research on
the company and the industry.
13. Follow-up the electronic application with a personal e-mail to the hiring manager. A
follow-up phone call is acceptable if the ad does not say ―No phone calls.‖
1. Interviews
After the application is made for a job, the next step is interview if the employer finds an
applicant attractive. The job interview can be one of the most important few minutes of the life.
The job application and cover letter may have impressed the employer, but it‘s the interview that
2. Teamwork
Good teamwork skills refer to the ability to work harmoniously with your colleagues to achieve a
shared goal. Teamwork skills such as collaboration can increase your hiring chances because you
may be able to help a company reach its goals more effectively. These skills can also contribute
to a more positive work environment. To become a great team player, you need to be
comfortable working with people, take responsibility for your share of work and contribute to
team goals.
There are many things you can do to boost your teamwork skills, including:
Volunteering to help coworkers with projects
Working with others in a local organization
Joining a sports team
3. Reliability
Reliability makes you more employable because it promotes trust between you and your
employer. You are a reliable employee if you can consistently complete your tasks on time,
deliver quality work and make minimal mistakes. You must also be able to respond to inquiries
and emails promptly and only make promises you can keep.
You can become more reliable by:
Consistently meeting or exceeding your expected levels of work performance
Creating schedules for your daily tasks and maintaining them
Acknowledging your mistakes and making a conscious effort to avoid them in the future
4. Problem-solving
Problem-solving involves identifying key issues and their implications, having a clear
understanding of problems and determining the most effective solutions. For more complex
problems, you need to know how to divide them into smaller parts that are easier to understand
and more manageable.
Problem-solving skills can set you apart from other job candidates because they can help your
potential employer maintain an efficient operational process and achieve objectives more
effectively. If you are a good problem-solver, you can play an important role in troubleshooting
6. Initiative
Taking initiative means recognizing a problem and solving it, preparing for a potential crisis by
taking preemptive action, taking advantage of opportunities and having a positive attitude. It
shows that you can think for yourself and take the necessary actions without being instructed to
do so. As a person with initiative, you have a strong drive to succeed and a desire to keep
improving yourself through continuous learning, which makes you valuable to any organization.
Employers consider initiative one of the key employability skills and value employees who
possess self-motivation to complete tasks without being asked. The flexibility and courage of
such employees can push organizations to innovate and achieve a competitive edge.
You can improve your ability to take initiative by:
Approaching companies and other organizations to inquire about job opportunities
Proposing changes to the policies or activities of a group you belong to
Setting up a local club or fundraiser
Self-management refers to the ability to perform job duties satisfactorily with little or no
supervision. For higher-level employees, it also means delegating tasks to ensure you complete
them on time. Additionally, self-managed employees can motivate themselves to deliver solid
work performance consistently.
If you have good self-management skills, you can help your supervisor or manager save time and
effort simply because you need minimal guidance and assistance from them. Also, being a self-
motivated person means you may be less likely to have productivity issues. These abilities can
make you an appealing candidate to most employers.
Employers look for good leaders because they can benefit organizations in many ways. As a
leader, you play an important role in ensuring that your team shares the same vision as the
company and works in unison with other teams and departments to achieve a common goal.
Additionally, you can develop strategies for achieving objectives, keep your team constantly
motivated and monitor work performance to produce better results for the company.
Leadership skills are important at every level. If you are seeking a managerial position, you need
to be a good leader to motivate your team members. You can also benefit from having some
leadership ability in entry-level positions because it may help you stand out and climb the ranks
faster. You can show leadership by directing and motivating your coworkers, setting objectives
and goals for your team, improving work practices and coaching your colleagues.
You can learn to become a better leader by:
Attending a leadership course
Starting a local group
Reading about the habits of successful leaders, particularly those in your industry
Having strong learning skills means understanding new concepts and methods quickly, taking on
new tasks, adapting to change and having the tendency to improve your knowledge and skills
continually.
Employees who have good learning skills may help employers fill challenging roles more
quickly and reduce the cost of staff training. Good learners are especially desirable to companies
that are at the forefront of innovation because they can help transition to new methods and
technologies more smoothly.
You can increase your ability to learn by:
Taking a course to improve your learning skills, such as a speed-reading, memory-
boosting or an accelerated-learning course
Researching skills and activities related to your job, such as organizing, teamwork or
presentation skills
Teaching yourself a new skill or hobby
10. Technology
Companies search for candidates with technical skills to help them use the latest technology and
stay ahead of their competitors. Depending on your job, the technology skills you need may vary
greatly, from word processing and sending email to video editing and using programming
languages. If you can grasp technology-related concepts and learn how to use new technologies
quickly, you may be more attractive to employers.
Technology skills are acquired through learning and practice. Some of the ways to develop and
improve technology skills include:
Enrolling in a technology course
Trying out new apps and technology in your daily life
Staying up-to-date with the latest technology in your industry
1. A short document that the applicant /job -seeker sent to the employer either in hard
copy or electronic mill is .
A. Resume letter C. Agreement letter
B. Thank you letter D. All
2. Communication process involves:
A. The sender, D. Medium and
B. Receiver, E. Feedback.
C. Message, F. All
A. Self-management C. Learning
B. Initiative D. All
4. understanding new concepts and methods quickly, taking on new tasks, adapting to
change and having the tendency to improve your knowledge and skills continually is
known as
A. Self-management C. Learning
B. Technology D. All
1. What are the basic contents that should be included when writing a resume
a. f.
b. g.
c. h.
d. i.
e.
j.
c.
d.
OTHER REFERENCES
Also we will like to express our appreciation to the TVET College/ Institutes, ADRA Ethiopia, Ethiopian Water Technology Institute and
Federal Technical and Vocational Education and Training Agency (FTVET) who made the development of this Training and Learning
Materials (TLM) with required standards and quality.
6. These are internal source (equity financing) and external source (debt financing).
7. A business plan
9. Trade credit
10. Promotion