UNIVERSITY OF GHANA

UNIVERSITY OF GHANA BUSINESS SCHOOL

DEPARTMENT OF MARKETING AND
ENTREPRENEURSHIP

MKTG 306: FUNDAMENTALS OF

ENTREPRENEURSHIP
Contents
OPENING A NEW MARKET ............................................................................................................ 2
FEASIBILITY ANALYSIS.................................................................................................................. 2
PRODUCT/SERVICE FEASIBILITY ........................................................................................... 2
INDUSTRY FEASIBILITY ............................................................................................................. 5
ORGANIZATIONAL FEASIBILITY ............................................................................................ 5
FINANCIAL FEASIBILITY ........................................................................................................... 5
OPENING A NEW MARKET
Logically people would like to purchase from the mall at the same prices they get from other
places because of the prestige they find in purchasing from there. They psychologically feel
some pride in having the opportunity to buy something in such an environment with their
available resources. Campus boutique will bridge the gap between low-income and high-
income levels of students to purchase their preferred items. People would like to buy the same
clothes and shoes from Accra central, at the same price and quality in a boutique or mall.
Ideally, they know the quality is assured, and they feel some accomplishments, especially those
with lower income level and can purchase with what they have at this luxurious environment.

FEASIBILITY ANALYSIS
PRODUCT/SERVICE FEASIBILITY

Product Desirability
Clothing and shoe are necessities in life as one cannot go out uncovered. As students and as a
youth, we always want to look good in whatever we put on. It does make sense and reasonable
enough to have a one-stop-shop convenient to them, thus on campus to sort them out as they
will purchase. Research has shown that college students prefer to buy their shoes in malls than
using the internet through an online business has been one of the most proposed businesses in
this era. There is an ongoing brouhaha on social media about students wearing fake shoes for
lectures and getting recorded and posted online. People get mocked as they do not know much
about the right brand and quality of the shoe to purchase. To curb this, the quality and the right
brand of shoes will be stocked and it being on campus alone guarantees that there’s no "banku"
as what students term as fake. It's such a prime time to have this shop as day in day out we have
these basic needs. We need clothes and shoes so anytime is a perfect time in this kind of
business.
 New Business Concept
Campus Boutique
Product
Campus boutique will deal in shoes and clothes. These items will be both second-hand clothing
and brand-new clothes to serve different preferences of customers. Campus Boutique will be
situated on campus where students find it convenient to purchase. Some celebrities are known
for their excellent clothing collection and will be the faces we show to guarantee our legit
goods.
Target Market
Our target market is the students on Legon campus. The shop will be at a convenient place for
all the students and where it is mostly visited.
Why Campus boutique?
As humans, we need clothing as it makes us. For college students, it is so important that they
do not want to slack with their outfits. They want to look good in anything worn always.
Though they want to look good, they want to do that at a reasonable cost. Shoes and clothing
cover 70% of a university student's living.
Speciality.
Getting the same item, at the same quality, and the same price right here on campus, just as the
place one used to purchase before, sounds pleasant to the ear because one doesn’t have to
travel and no stress. Also, preferred to online, the student can get to the shop on campus here
and select from a wide range of goods.
Management team

The members of the group have some basic knowledge and experience on what the
management roles should be. Sneaker and fashionistas plugs will be happy to join the team
based on the research and prior engagement.

Product/Service Demand

The Boutique will fill a distinct market niche in the growing community we are entering. In
addition, we have surveyed the local population and received high positive feedback saying
that they explicitly want to patronize our business when established.
INDUSTRY FEASIBILITY
Industry Attractiveness.
The clothing business grows every day as new shoes and clothes are released. It is a young
industry as it is always in its early stage of the life cycle because of the nature of the industry.
You must have clothes and shoes. But the way one presents the goods or makes them available
is what stands out. Campus Business is doing just that, bringing your affordable clothes and
shoes right at your walkway. It doesn’t depend on any historical low price of raw materials
directly.
Target market attractiveness
The survey concludes that out of every 80 students selected, 64 are in support and would be
happy to shop on campus.

ORGANIZATIONAL FEASIBILITY
Management prowess
The team members have a fair knowledge about this industry with some experience, and with
other skilled personnel hired onboard, there will be no hassle in ensuring the smooth running
of the business.
Resource sufficiency
Materials needed for the business are available and can be acquired without difficulty.
• Available shop space on campus
• Suppliers of goods are readily available, and by contacts, we can get our goods.
• Group members are ready, and other skilled personnel will be on board.
• Computers, mirrors, mannequins, cameras, printers, among others
we can obtain intellectual property protection for this so that no one starts this on other
campuses as we seek future expansions

In the future, it is likely we can get partnerships and alliances with brands that be stocking our
goods right from their wholesale.

FINANCIAL FEASIBILITY

Total start up cash needed is GH₵150,000

Financial performance of similar industry
There are people many selling shoes and clothes, but because of the nature of the industry,
everyone gets a share of the profit.
Enquires from sneaker plugs show that this business is highly profitable, and by observation,
many people visit Accra Central to purchase shoes and clothes.
Overall financial attractiveness of proposed venture
Key items to consider in this business opportunity.

• Financial analysis for Campus Boutique is attached to the business plan

• Steady and rapid growth in sales in the early months or periods.
• There is a high percentage of recurring revenue in such business
• Ability to forecast income and expenses with a reasonable degree of certainty
• After external financing, this business can depend on internally generated funds to
finance and sustain growth.