1.

Introduction
Entrepreneurship is a series of processes that allows an individual to undertake or start a new
venture with a profitable aspect. An entrepreneur is a person who bears most of the risks in
the business and enjoys most of the profits, as well. Through this report, a business start up
plan will be highlighted and it will be seen how the concept of entrepreneurship can be
understood with the help of theoretical understanding and knowledge. The report will provide
a case study of a business start up and the case study will be analysed with the help of literary
understanding. The biggest concern of entrepreneurship includes its risks and threats. Often
several people refrain from entrepreneurship because of the possible risks and threats.
1.1 Strategic Start Up
The strategic start up idea is to open a cafeteria with authentic Indan food, breakfast and
snacks. The idea is to make the restaurant extremely authentic to the country so that
customers can get to taste their authentic food without having to travel across the globe. The
restaurant would serve authentic Indian food to its customers. The restaurant and the
hospitality sectors have been a booming sector in the UK. After the easing of the pandemic,
the hospitality sector has witnessed a huge growth in the UK. As per the report of new
Lumina Intelligence UK Restaurant Market Report 2021/22, the restaurant sector of the UK
would recover 94% of the revenue by 2019. Utilising this opportunity for economical growth
and profitability, the idea of the start up for a cafe is extremely engaging. Moreover, the
social construct of the UK would also be condusive to the entire start up idea. Currently, there
are almost 1.4 million Indians residing in the UK. Therefore, the target market for the
resturant would also be extremely engaging. The resturant or the cafe would be called Cafe
Indiana. Cafe Indiana would not only target the Indian customers in the UK but also the
organisation would make sure that the European customers get the taste of the authentic
Indian food without having to travel to India. Indians are one of the largest growing
communities in the world. Therefore, an Indian restaurant in the UK Would be aimed to be
profitable enough considering the economic and social constructs of the country. However,
the recent advent of Brexit needs to be considered while undertaking the business
opportunities for the restaurant. Due to Brexit the availability of the raw materials and
labours can become scarce for the organisation. Before starting up the business, it is evident
that the Cafe Indiana arranges cheap resources and labour for the lowering cost of operation.
The organisation would have to arrange for the skilled employees so that the authenticity of
the food is being maintained effectively. The scarcity of the labour and lack of availability of
the resources can be a challenging task for the Cafe Indiana.
1.2 Target Market
Every business needs to have a stable target market that determines the economic profitability
of an organisation. If a target market is not selected effectively, it would be impossible for the
organisation to meet the desired objectives of the organisation. Therefore, the selection of the
target market is an extremely significant aspect in any form of entrepreneurship ventures. For
Cafe Indiana, the target market can be selected on the basis of age and ethnicity background.
The Indian residents living in the UK will be the primary target market for the cafe. The age
target of the organisation will be from 18 to 45. The cafe would also target the customers who
are willing to try out authentic and exotic food items. The European residents would also be a
target market for the cafe. Since the cafe would be serving spicy Indian food, the old people
will not be targeted for the restaurant. The restaurant would target only the young and
adventurous customers who are willing to try out new dishes and authentic spicy Indian food.
Since there are several Indian restaurants in the UK, it is evident that the competition of the
cafe would be high. There are almost 12000 Indian restaurants in the UK, which ensures the
massive competition that would be faced by the Cafe Indiana. However, the cafe would have
to select certain strategies that would make the cafe different from others. The cafe would
have to undertake the differentiation strategy. Under differentiation strategy, the company
would be providing Indian food at half the prices of its competitors, without compromising
the quality of the food. Once the customers get access to good food within an affordable
budget, it is evident that they would make purchases of their favourite cuisine from Cafe
Indiana. The target market of an organisation is also based on the income of the customers.
The income of the customers determines the willingness of expenditure of the customers. If
the customers do not have money in their hands, it is that they would not be able to spend the
money on the food items. Therefore, the target market for the Cafe Indiana is also the middle
to high income groups of the UK. Geographically, the cafe would target the residents of
London primarily. However, since the start up would be carried out through online deliveries
as well, the residents from the outskirts of London would also be selected for the target
market of the cafe.
2. Literature Framework
In this section of the report, the detailed understanding of the literature and the theoretical
aspects of entrepreneurship. Entrepreneurship is an elaborate process which can be discussed
and analysed with the help of literary discussion and elaboration. In relation to the Cafe
Indiana, the implementation of these theories can be highlighted and discussed in an elaborate
manner. With the help of these theories, the Cafe Indiana can create better operational
activities for its own company. The theoretical elaboration would help the company in
improving its actual practice and operations.
2.1 Bricolage Theory
Bricolage theory is a theory through which entrepreneurship can be started with no or limited
resources. The bricolage theory states that every venture can be started with limited resources
if the entrepreneur is willing to take the potential risks and threats. The bricolage theory of
entrepreneurship helps in ensuring the limited resources are being taken and utilised in their
optimised manner to ensure productivity. The sole purpose of an entrepreneur venture is to
undertake the available resources and make the most productive outcome of the resources.
Entrepreneurship is considered to be the most productive manner of transforming the
available resources into productive resources. This theory can be largely used for the example
of the Cafe Indiana. The detailed discussion of the previous sections revealed the organisation
could not get access to resources such as labour and finance because of Brexit. As per the
theory, the Cafe Indiana can utilise the theory by ensuring that the organisation can utilise the
optimisation of the available resources. Through this use of the theory, the company can
ensure that there is no wastage of the materials and the organisation can transfer the available
resources into productive outcomes.
2.2 Effectuation Theory
Effectuation theory states the process that the entrepreneurs undertake to start new ventures.
The effectuation theory underlines the every process that is being undertaken by the
entrepreneurs to complete a venture. The effectuation theory states that it is the role of the
entrepreneurs to decide on the process that they would undertake or go to lead to the desired
outcome. Certain entrepreneurs think effectively by ensuring that the business creates value
in the market. The value of business is generally created with the help of the strategies that
are being undertaken by the company. For instance, the case analysis of Cafe Indiana can be
taken into consideration through the understanding of the effectuation theory. The company
can create value in the market by ensuring that their service is apart from its competitors
through quality and the pricing. In other words, Cafe Indiana would have to ensure that their
food items is extremely good at quality and the prices of the food are also affordable at the
same time. The organisation should make sure that the value of the food is being restored
through the affordability of the prices of the food. Using this theory, the Cafe Indiana can
make sure that the value is being created from the entrepreneurship and the venture stands out
to be a productive and successful outcome.
2.3 Locus of Control Theory
As the name suggests, locus of the control theory highlights the control of the activities in an
organisation. In an entrepreneurship venture, the locus of the control is generally regulated by
an individual person. The sharing of the control is very important for the entrepreneurship
because the control determines the
2.4 Dynamic Capabilities
3. Evaluation Analysis
3.1 FINJA Business Solutions
3.2 Challenges and Opportunities
4. Conclusion
5. References