IED Assignment

Good Knight
Ans.1 Key attributes of Mr Mohan are:
 Search for New Ideas and Innovation- tried many new things, like diapers, movies, facial
tissue paper, and computer based education program.
 Persistent- Had to try many times before being able to collaborate with Sumitomo group of
Japan.
 Inner Drive to Succeed
 Optimistic- didn’t have any finance, no help from family or friends, no money with him, not
able to get loan, loan application rejected by 30 banks, but still didn’t lose hope and
continued.
 Competitive
 Effective work delegation- divided the work into teams so as to make the whole system
smooth and effective and efficient.
 Strategist - from the beginning he was clear of what he wanted, after selling the product to
Godrej he did what he liked most- making movies.

Yes, according to me these qualities and many more are a pre-requisite for being an entrepreneur
because it’s not the business alone that drives the growth but all these qualities of a person that
makes him/her successful.

Ans.2 Uniqueness of Good Knight product is:

 More safe to use as compared to skin ointments (side effects), organic coils (smoke), etc.
 Ease of use- heating, etc. is done automatically.
 Safer when children are around.
 Value on money: guaranteed good night

Customer problem solved- people’s problem of a safe mosquito repeller, which could give them
protection from mosquito bites and could guarantee avoidance from sleepless night.

Ans.3 Yes, Good Knight could easily be replicated by other competitors in market because of
various reasons like no barriers of entry, or ease of producing products and huge market
segment. Some of the points which show that Good Knight could easily be replicated are:
 Low entry barriers
 Easy to develop product without patent violation
 Technology was well known
 Lower requirement of capital for startup
 Easy availability of raw material
 Lesser number of players to cater to the demand of huge customer base.
Ans.4 Yes, it was a good decision to sell the business as he got the much needed funds as well
as recognized brand to support the growth of the product and now he could concentrate on other
segments like diapers, films, aerosol bottling, real estate etc.
Various reasons which led to the selling of the business are:
 Less availability of capital and huge product segment to invest in.
 Marketing of the product needed large amount of money, thus known brand was justified.
 Need to diversify and give importance to other untapped product market like diapers, movie
making, real estate etc.