Implementing a business idea: an example of a business model for a digital marketing agency

bachelor's thesis

Tomaž Gjergjek (Author), Katja Crnogaj (Mentor)

Abstract

In the diploma thesis, we researched the process of implementing a business idea, mainly because we live in a rapidly changing digital world, where more and more individuals opt for entrepreneurship, yet many business ideas remain unrealized due to lack of knowledge about the implementation process. We prepared a business model for the development and implementation of our business idea, namely the establishment of a digital marketing agency where we will provide services related to support in digital marketing and IT solutions. In the first part of the thesis, we defined the development and generation of business ideas in more detail, presented the ways to assess business opportunities, defined the importance of a properly designed business model, presented the models for assessing the value of business ideas, defined the general importance of a business plan, presented different types of business structures and possible ways of obtaining financial resources when starting a new company. In the following, we analyzed modern methods of developing a new business referring to the lean start-up method which is currently considered an innovative approach to business development in the world of entrepreneurship. We then compared the lean start-up method with the traditional business planning approach, analyzed key arguments, and formed an opinion on an approach that is suitable for the implementation of our business idea. In the empirical part, we developed our business idea according to the "lean" canvas business model with the corresponding financial plan. With the help of this model, we tested the viability of our business idea. In each segment of the "lean" canvas business model, we wrote down in detail the factors that we obtained from the research. We found that the lean start-up method with associated financial plan is a suitable method for developing our business idea. The reason for this is that we will be operating in a global market where the competition is very high, which consequently makes our business idea time sensitive. We have also found that the financial plan used in the traditional approach should not be completely neglected, mainly because of the insight into costs, revenues, and possible opportunities for obtaining external funds. With the help of the mentioned method and the analysis of the financial side of our business idea, we found that our business idea will be profitable, and that the business idea can be realized with the set investment.

Keywords

podjetništvo;poslovne ideje;poslovni modeli;digitalni marketing;lean start-up metoda;implementacija;

Data

Language:	English
Year of publishing:	2022
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	T. Gjergjek
UDC:	005.2
COBISS:	131689219
Views:	24
Downloads:	1
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	Implementacija poslovne ideje: primer poslovnega modela za agencijo za digitalni marketing
Secondary abstract:	V diplomskem delu smo pisali o procesu implementacije poslovne ideje, predvsem zaradi tega, ker živimo v hitro spreminjajočem se digitalnem svetu, polnem priložnosti, kjer se vse več posameznikov odloča za podjetništvo, a veliko poslovnih idej ostane neuresničenih zaradi pomanjkanja znanja o celotnem procesu izvedbe. Pripravili smo poslovni model za implementacijo in razvoj naše poslovne ideje, in sicer agencije za digitalni marketing. Gre za agencijo v kateri bomo ponujali storitve s področja digitalnega marketinga in IT rešitev. V prvem delu naloge smo podrobneje opredelili razvoj in generiranje poslovnih idej, predstavili načine kako lahko zaznavamo poslovne priložnosti, opredelili pomen pravilno zasnovanega poslovnega modela, predstavili modele za ocenjevanje vrednosti poslovnih idej, opredelil splošen pomen poslovnega načrta, predstavili različne oblike podjetij in možne načine pridobivanja finančnih sredstev ob ustanovitvi novega podjetja. V nadaljevanju smo analizirali sodobne metode razvoja novega podjetja, pri čemer smo se navezali na ''lean start-up'' metodo, ki trenutno v svetu podjetništva velja za inovativen pristop za razvoj podjetij. Nato smo ''lean start-up'' metodo primerjali s tradicionalnim pristopom poslovnega načrtovanja, analizirali ključne argumente in oblikovali mnenje o pristopu, ki je primeren za izvedbo naše poslovne ideje. V empiričnem delu smo svojo poslovno idejo razvili po »lean« kanvas modelu s pripadajočim finančnim delom poslovnega načrta. Z modelom smo preverili primernost naše poslovne ideje ter ali je vredna realizacije. V vsakem segmentu »lean« kanvas modela smo podrobno zapisali dejavnike, ki smo jih pridobili z raziskavo. Ugotovili smo, da je »lean start-up« metoda s pripadajočimi finančnimi izračuni primerna metoda za razvoj naše poslovne ideje. Razlog za to je, ker bomo delovali na globalnem trgu, kjer je konkurenca zelo velika, zaradi česar je posledično naša poslovna ideja časovno občutljiva. Prav tako smo ugotovili, da finančnega načrta, ki se uporablja v tradicionalnem pristopu ne gre v celoti zanemariti, predvsem zaradi vpogleda v predvidene stroške, prihodke, in morebitne možnosti za pridobitev zunanjih sredstev. S pomočjo omenjene metode in analizo finančne plati naše poslovne ideje, smo razvili strukturo stroškov in predviden triletni načrt dobička/izgube, ter ugotovili, da bo naša poslovna ideja donosna, ter, da je poslovno idejo možno uresničiti z zastavljenim vložkom.
Secondary keywords:	poslovna ideja;poslovni model;lean start-up metoda;digitalni marketing.;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 41 str.
ID:	16511901