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© Cultural Conqueror 2015 “CULTURAL CONQUERORBUSINESS PLAN Prepared by: Daria Kyba Student’s number: 334566 Professional Role (Group): 3 Class: ICV1C This document is the proprietary property of Daria Kyba. Copying or otherwise distributing the information contained herein is a breach of confidentiality agreement. i

Dasha Kyba Business Plan

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  1. 1. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . i CULTURAL CONQUEROR BUSINESS PLAN Prepared by: Daria Kyba Studentsnumber:334566 Professional Role (Group): 3 Class: ICV1C 22/03/2015 Number of words: 5238
  2. 2. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . ii Table of Contents Page Executive Summary 1 Introduction 2 1) My Business Idea (Self Discovery) 3 Self Motivation The Business Idea The Vision: Long Term Aim of the Business The Mission: Short Term Objectives (for the coming 5 years) Strengths and Weaknesses - Analysis 2) Market Orientation 6 Target Market & Industry Trends Analysis Competitive Advantage Benefits to Clients The SWOT of the Business (Internal & External) 3) Marketing Plan 9 Marketing Strategy (based on TOWS Matrix) 7Ps The Marketing Mix 4) Operational Plan 15 Financial Plan Network Map Action Plan 5) Appendices: 21 Appendix 1 - Financial statements 21-24 Appendix 2 - Personal CV 25-26 Appendix 3 Persona 27-28 Appendix 4 - IDI Plan & Entrepreneurial Test Results 29-40 Appendix 5- Positioning map 41
  3. 3. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 1 ExecutiveSummary The purpose of this business plan is to present a business idea about how the role of communication can change the cultural perceptions of students from different countries and how it can help to bridge the cultural gap between them. The report shows that students want to integrate with each other and discover the world together. Therefore, the inventor and founder of the company,Daria Kyba, created a detailed business plan with a description of the actions that Cultural Conqueror undertook during the development of the business idea. Cultural Conqueror is a new integrated company based on creating events and projects in collaboration with inspired and advantagerous students from different countries. The company wants to enter the internationaly extended educational industry and develop its strategy for choosing the right competitive advantage. Moreover, the company has been established since the 23 of March 2015 in one of the most beautiful and endearing cities of Ukraine, Kiev. The city is the main companys home, where students needs will be attended to in the most satisfctory ways for them. Therefore, Cultural Conqueror is a right track of dealing with any cultural barriers such as misunderstandings of any nationalitys traditions or customs. In these circumstances, the company would provide students with special services in order to remove any tension and provide understanding. After these services you will not be fazed about where to find a rental for yourself or how to find job vacancies, because you will have Cultural Conquerors help. Funding could be an issue, only not for Cultural Conqueror. The company solved it very easily in the during starting up process of the business and made its personal Financial Plan. The plan is very precise and clearly structured as its used as a forecast of the companys progress. Furthrmore, the largest source of financial support for the company comes from friends and relatives. The money will be invested in projects that are based on donations for orphans. The projects will be created and provided by the representatives of Cultural Conqueror and the students. Finaly, the company will also use Bank Loans and Owners Equity to provide the company with entartainment, food and special projects for orphans.
  4. 4. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 2 Introduction (max 1 page) Culture makes people understand each other better. And if they understand each other better in their soul, it is easier to overcome the economic and political barriers. But first they have to understand that their neighbour is, in the end, just like them, with the same problems, the same questions. People get used to feel comfortable in a society, where they were grown up, that is why they are afraid of crossing the imagined barrier of misunderstandings of any nationalitys traditions or customs and language issues. Nowadays, it became the raised question of how to deal with these barriers, which trouble people, especially young generation, to get new feelings and experiences from another cultures. Thus, everyone should remember that culture is a framework in which we communicate. There is one answer for the question, which people raised a long time ago. The answer for this question is Cultural Conqueror that gives a great chance to get rid of your cultural barriers and become a very communicative person. The company has a lot of opportunities how to solve this problem in a form of attending events with students from different countries, having seminars with the representatives of Cultural Conqueror and creating cultural projects together with the company. Furthermore, Cultural Conqueror has an offer for very motivated and interested students in this idea of discovering the world together with people from other countries by helping the company to create projects for orphans and seriously ill children. It will bring lots of fun and practice of English for the children. In addition, communication is depositing a part of you in another person that is why Cultural Conqueror aims to provide children and Ukrainian and international students with the interaction between each other. Cultural Conqueror has been established to win all hearts as a warrior, which brings along peace in the place with the total darkness. The company wants to enlighten people in the easiest way of communicating with each other. That is how the companys cheerful name has been chosen for establishing the company in picturesque Ukraine. The company was created for youngsters, who desire to communicate with the same children as they are, but the only difference is their cultural diversity. The concise plan of approaching Cultural Conqueror s business idea is described in the following four chapters: Business Concept (Self Discovery), Market Orientation, Marketing Plan and Operational Plan. Four of these chapters will help reader to understand a deep process of creating this business idea in every day of life.
  5. 5. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 3 1. My Business Idea (Self Discovery) Self Motivation I believe I am good at entrepreneurship as being an entrepreneur is one of the strongest features of my character and my biggest strength. This gives me the opportunity to provide ideas for all the essential components of a Business Plan. Generally I like taking an active part in different organizational activities, in a group setting I like helping my friends with mini start-ups ,I am also quite a social and communicative person, Thus, I can deal with doing my job and trying to get responsibilities for a part of organizing events. Mostly, this part relates to negotiations or different kinds of communication. I can hardly imagine myself without being creative in everyday life routine, because it is an essential piece of my inner nature that gave me my business idea, which I want it to come true. Every task that I have turns into a considered and precise plan. Besides, I am very purposeful and self- motivated because I know what I want and how to reach my goals. What I get out of my business idea is in the form of personal satisfaction, financial gain, stability and enjoyment will be the sum of what I put into my business plan and idea. So if I enjoy what I am doing, in all likelihood it is safe to assume that will be reflected in the success of my business idea. In fact, if I enjoy what I am doing, chances are that I will succeed. In addition, my self-reflection is based on the Entrepreneur Scan, the IDI Inventory results and Personal Branding ideas, which are described more detailed in Appendix 2 (see the page 27). The Business Idea My business idea is to organize special events for the society in universities with the aim of different students collaborations. Here I want to point out the main concept of my business idea in small bullet points, which will help to describe my aim of the business idea more deeply: 1. The background of my project is different kinds of educational institution. 2. The stock of international students is concentrated mostly in developed countries. In this case, I would like to concentrate on Ukraine as a narrower focus for my business plan. Therefore, the unification of international students is going to be more affective for having students' events that means "informal communication" at this kind of events. The Informal atmosphere has a beneficial influence on any kinds of communication. Especially, It is very interesting and has a great experience for students with different ethnic nationalities. The process of assimilation of new information about traditions and customs is very important for students, who arrived to a country where they will live and study. Ukraine is in the process of making good terms for foreign students, who come from different countries with a desire to exchange their cultural values with Ukrainian students and find more positive emotions and experiences during living in this environment, where Ukrainians are very pleasant and glad to share their culture and traditions with exchange students. 3. Creating events is an essential part of the foreign students socialization which gives them possibilities to better find out future classmates and get over a home sick mood in order to adapt in a new environment.
  6. 6. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 4 The Vision: Long Term Aim of the Business Firstly, lets clarify what the vision of business is and how it woks for business. Vision statements are aspirational; they lay out the most important primary goals for a company. Unlike business plans, vision statements generally don't outline a plan to achieve those goals. But by outlining the key objectives for a company, they enable the company to develop business strategies to achieve the stated goals. Any kinds of business ideas could be very productive and achieved w ith the vision goals. According to my business idea, my company aims to fulfill the cultural gap among students from different countries with the students from Ukraine. Thus, it will be also an improvement and development of the educational quality amongst exchange students because they will communicate and support foreign students with various difficulties that could happen during the exchange program in Ukraine. 1.The long-term aim of my business is to provide international students with the improvements on living conditions and existing of various nationalities and mentalities in one social group. My company will give them an opportunity to feel themselves very comfortable in a country that is far away from their hometowns and make a lot of friends in the new country in order not to feel alone and nostalgic for the people, which left at their homes. 2.Creating events for international and Ukrainian students is a positive relationship between classmates, teachers and post-graduated students, which will accompany new students on a Welcoming Day or during a Kick-Off week, and for the whole exchange program. 3.There is a good distinctive feature that Ukrainian students like establishing new traditions between international students and them. For instance, students from the University of T. Shevchenko, which is one of the most famous universities in Ukraine, take exchange students to different fests, concerts excursions around the town. It is a good intercultural communication, is not it? 4.The last and very important component for my business idea is a creation of different committees for helping and supporting international students with their difficulties in understanding language and the study program that will be a good chance to take roots in the new culture. The Mission: Short Term Objectives In this part of my business plan, I pointed out the main goals of the companys mission in bullet points. These five theses help to show the main concept of the mission for the next five years: 1. Organizing a pick-up service for the international students in order to show their accommodations and 2. Rewards for exchange students: an opportunity to work in the company for the whole exchange program and would leave than in Ukraine if the students liked it 3. Living in Ukrainian families and acceptation of a new culture 4. Renewed educational books 5. Expansion of new technologies and method of teaching international students
  7. 7. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 5 Strengths and Weaknesses - Analysis My Strengths Distinctive plan Clearpurpose Understanding How to approach the business idea to reality My Weaknesses Lack of practice and abilityto manage the whole processonmy own Being creative instead of looking at my goals with yes wide opened Idea Strengths Good formulated Flexible Clear and narrowed down to the main goal Idea Weaknesses Lack of moneyforthe realization Studentsperceptionof the idea Not completed study program for the exchange students yet
  8. 8. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 6 2. Market Orientation Target Market(s)/Industry My target market aims to keep collaboration between Ukrainian students and international students, who come for the study program to universities in Ukraine. I have to say that Ukraine is not one of the leading countries for new ideas and technology progress, but wants to change it in order to enter the international market. Ukraine wants to focus on the cultural interaction between students from different countries. My company goes for changing it for a better result. Also, It should be taken into account that a lot of universities provide international students community with various organizations that create special events and activities for the cultural communication between each other. To avoid severe competition, I need to be defined how to be distinguished from other organizations and the companies in this sphere and to allocate trends, which will help me to carry out the conceived plan. Thus, I want to show the research that I did and the analysis of relevant trends for my business idea. Trends Analysis 1. Official website& Shift to mobile and beyond It is quite clear that students would like to find out more information about my companys mission and a schedule for all of events. According to the going fast technological progress, it is also very useful to have the official website in a mobile version. Students are always in a hurry and do not really have time to go to websites from their laptops what forces them to use phone to search for the websites. From my own experience, I know that it is all about comfortable and easiness of using smartphones for a connection with the Internet and browsing for different goals. 2. Social Media Impact: Short movie about who we are and what we do From the other hand, to gain much bigger attention to the website, it should be included a short video with a little story about what a company goes for and what the companys purpose of it is. As it is known, there are two huge data explosions: the expanding universe of digital influencers and the massive volume of social media conversations and real-time mentions that concern your brand, industry and competition. Digital influencers have grown 30-fold in less than two years. Consequently, using of social media is a way of engagement. My goal is to reach this engagement in order to expand my idea throughout Ukrainian universities. 3. Image Studies have shown that people remember only 20% of what they read (are you still with me?) and that 83% of learning occurs visually. The massive popularity of v isual social networks like Instagram, Pinterest and Tumblr, demonstrates the emotional power of images to tell stories in a way that is proven to be far more memorable than mere words. In the same way, viral videos tell more powerful stories and allow greater engagement with publics. In this case, my company should try to watch the latest news in order to be aware of student's life and all events that occur in the world of education. 4. Integrated communication The digital age has heralded a polar and some might argue generational shift in the way that the communications industries of PR, marketing, and consultancy operate. It is increasingly evident that the future lies in full integration of all the
  9. 9. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 7 communication disciplines. Driven by the fast pace of technological innovations, we can expect the industry evolution towards integrated communication to gather pace. In this way, students could share their thoughts, consideration or opinions about the aim of my company digitally. Competitive Advantage My company has one main competitor, which has a similar business idea to mine. In this part of my business plan, I point out who this competitor is and how my company will be differentiated from it. 1. Enactus a community of student, academic and business leaders committed to using the power of entrepreneurial action to transform lives and shape a better more sustainable world. Enactus is an international non-profit organization that brings together student, academic and business leaders who are committed to using the power of entrepreneurial action to improve the quality of life and standard of living for people in need. Guided by academic advisors and business experts, the student leaders of Enactus create and implement community empowerment projects around the globe. The experience not only transforms lives, it helps students develop the kind of talent and perspective that are essential to leadership in an ever-more complicated and challenging world. Enactuss Statistics: 1. Countries, which the organization collaborate with: 36 2. Universities that are provided with the Enactuss program: 1,600 3. Students, who participate in the organizations projects: 66,500 4. Project volunteer hours: 7,400,00 The competitive advantage for my company The main distinctive characteristic of my company will be cooperation with one of the youth organizations(AEGEE), which follow to work together with the companies, or the organizations, which seek for association of different cultures by means of organizing various actions for students. My company wants to offer the project developed together with students in order to receive their consent. One more plus of this project will be that it is made for the purpose of development of my business idea and to distinguish the company from the main competitor which wasn't engaged in some kind of such projects before. The purpose of the project consists of arranging meetings with orphan children and that they will have communication in English with international students as at them it is one of rare chances to interact with other cultures and countries. In Kiev there is one of very large and the long ago founded childrens shelters where every year children are left there for a long time. Having carried out some researches on this subject, I arrived at idea that it will be very good form of volunteering together with students from the different countries and excellent ideas of how to exchange a positive and good conversation with each other. After all, it is so important to bring bright colors in someone's life. According to the project idea, my company created the motto of our project:" You can always save someone's life from oblivion and despondency. Because you are remedies for the offended hearts"
  10. 10. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 8 The SWOT of the Business (Internal & External) Strengths Collaboration with a very strong and successful organization A new and innovative service Very good location of our business Growing public interest in our companys business idea Weaknesses Not have enough resources to do the work Do not have a second chance in a case of getting failed with the main project idea Opportunities Make us more competitive against our main rival Can move into new geographic markets (For instance, we want to set up our company in Kiev, but after this we can easily expand our business to other areas and cities in Ukraine, probably in Europe) Threats Have to meet new governance rules in this market Cultural gap between students
  11. 11. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 9 3. Marketing Plan Marketing Strategy (based on TOWS Matrix) TOWS Matrix Strengths 1.Growing public interest in my companys business idea 2.Collaboration with a very strong and successful organization 3.A new and innovative service 4.A very good location of my business Weaknesses 1.Do not have enough resources to do the work 2.Do not have a second chance in a case of getting failed with the main project idea Opportunities 1.Make my company more competitive against the main rival 2.My company can move into new geographic markets SO("Maxi-Maxi" Strategy Strategies that use strengths to maximize opportunities): 1.Write a very interesting and intriguing press- release (S1,O1) 2.Using of advertisement in order to make a story about the company and gain the journalists attention( S1,O1) 3.To work out new projects for my business idea in order to broad the public for my company (S1,S2,O1) 4.Find PR-agencies and offer them to help my company to gain the peoples interest (S1,O1,O2) WO("Mini-Maxi" Strategy Strategies that minimize weaknesses by taking advantage of opportunities): 1.Constantly create new ideas in order to not get failed and distinguish the company from the main competitor (W2, O1) 2.Financial support (W1, O1, O2): - Business-angels - Subsidies from the government 3.Precisely formulated and updated analysis of my market (W2, O2) Threats 1.Have to meet new governance rules in this market 2. Cultural gap between ST("Maxi-Mini" Strategy Strategies that use strengths to minimize threats): 1.To consider migration policy of the countries WT("Mini-Mini" Strategy Strategies that minimize weaknesses and avoid threats): 1. To sum up the result on what countries will come
  12. 12. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 10 students from which there will arrive international students (opening of visas and resident permits) (S1,T1) 2.The tax law (Pay regularly and stick to the law that there were no difficulties with a development of my business) (S3,T1) 3. Social sphere: -Distinction in cultures - Religion (post, holidays and customs) - Set of experts in educational system who will help to communicate with international students and Ukrainian students (T2,S1) and to consider all nuances for these countries in all cultural aspects (religious holidays and lifestyle) (T1, W2) 2.To find financial support and to adhere to the tax law (T1,W1) 3.To employ and sign the contract with the tax adviser which optimizes in the lawful way taxes (T1,W1,W2) 4.To find and sign the contract for legal service with the lawyer or law firm which will protect my company interests in disputes with partners and the government(T1,W2) Marketing strategy Which segments of the market will be targeted primarily and why? From the very beginning, it should be primarily targeted Cultural and Psychographic segments. These two segments would help to concretize and prioritize, which cultural origins are in my targeted market and easily find cultural differences between various nationalities. It will help my company to be prepared for different lifestyles of international students and their customs that they will bring along to Ukraine. In general, Cultural segmentation enables appropriate communications to be crafted to particular cultural communities, which is important for message engagement in a wide range of organizations, including businesses, government and community groups. Furthermore, Psychographic segmentation is highly important to segmentation, because it identifies the personal activities and targeted lifestyle in order to be aware of what people are interested in and how they prefer to spend their time. In any case, these two segments will be used in my business plan firstly because of the information that I can get out from analyzing both of them. This information would be very suitable for my business idea of creating events and projects together with international students. What customers are you planning to target? My customers are international students, which come to Ukraine for the exchange program in order to get to know a new country and its culture, lifestyle, language. The exchange students will study and share their knowledge, feelings and experiences with Ukrainian people. (see Appendix 2 for Persona) What key benefits will be highlighted in your promotion? Firstly, my company wants to engage international and Ukrainian students with its purpose on getting students around and bringing them a good chance of a
  13. 13. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 11 communication between each other in English language. It will bring a lot of fun, colors and practice for foreign students and Ukrainian ones. Secondly, my company is going to provide very interesting and changing world ideology projects together with the international and Ukrainian students. That will be an active part in volunteering in a students environment and a distinctive feature of the differentiation from the main competitor for my company. What contacts can be used to generate market awareness and sales? 1) In a case that the company would be popular in the student's environment, it is possible to distribute brochures and magazines about my company in universities. 2) It is also possible to give lectures and seminars for foreign students, telling them about the purposes and ideas of my company. 3) The third option could be placement of posters with faces of representatives of my company and our slogan for business idea, and in a bottom corner contact number of our company would be specified. The posters will be placed in universities.Students could call us and ask for the next projects to take part in the help with organizing projects or events. 4) The last option is business cards at universities. Students could always contact us, by means of these business cards How you will position your product or service in the market?(positioning map) The differentiation and positioning task consists of three steps: - Identifying a set of differentiating competitive advantages on which to build a position - Choosing the right competitive advantages - Make a final decision about the companys values, vision and mission. - Implement them into the business idea - On this basis, an overall positioning strategy will be formulated correctly Following all of these steps, all of them are completely finished. Moreover, my company chose a name and created a motto for a project that will be its main competitive advantage. To sum up how my company will be positioned, the companys values, vision and mission is a key for creating an appropriate strategy, which will help to enter new markets. Furthermore, there are more details on a positioning graph in the Apendix 4( see the last pages). How will you differentiate yourself from your competitors? My company wants to offer the project developed together with students in order to receive their consent. One more plus of this project will be that it is made for the purpose of development of my business idea and to distinguish the company from the main competitor which wasn't engaged in some kind of such projects before. The purpose of the project consists of arranging meetings with orphan children and that they will have communication in English with international students as at them it is one
  14. 14. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 12 of rare chances to interact with other cultures and countries. It is a good opportunity and chance to make someones life very colorful and happier. Having carried out some researches on this subject, I arrived at idea that it will be very good form of volunteering together with students from the different countries and excellent ideas of how to exchange a positive and good conversation with each other. Furthermore, my company will use Competitive-positioning strategy, which helps to differentiate offerings and create value for the targeted market. The strategy is for carving out a spot in the competitive landscape, putting my companys stake in the ground, and winning mindshare in the marketplace in order to be known for a certain something. This strategy will be influenced by: a) Market profile (Chapter 2 of my Business Plan) b) Competitive analysis (SWOT) c) Method for delivering value (my companys competitive advantage, mission and vision) 4Ps The Marketing Mix 1) Product/Service What does the customer want from the product/service? What needs does it satisfy? Both of international and Ukrainian students want to have a great experience and communication from my service that I want to provide with different mediums of the interaction like projects and creative events. Besides, the service will satisfy students with rewards that they will have through the process of communicating together. The rewards would be a chance to work together with our company and us after students graduation. What features does it have to meet these needs? - To fulfill the cultural gap in Ukraine - Avoid Miscommunications between the stiudents - All of these features should be developed by the time of communicating international and Ukrainian students with each other. Is it including costly features that the customer won't actually use? The business idea is built on a half-charitable way of reaching the main goal. The money will cost only entrances for the events in order to donate this money in the educational improvements in Ukrainian and international programs. What size(s), color(s), and so on, should it be? My company promoted its own business card, which indicates the companys colors and logo. The colors are yellow and orange with floral patterns on it. Yellow and orange mean cheerfulness and positives that the company wants to provide with. What is it to be called? Cultural Conqueror is a name of my company, which means that the cultural gap will be fulfilled with a lot of positive and great experience between Ukrainian and international students. It will bring only bright colors and pleasures for different cultures, which decided on trying to communicate with people from other countries.
  15. 15. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 13 What is the most it can cost to provide, and still be sold sufficiently profitably? In practice, my company does not decide on a certain amount of money, because you never know how it will turn later and what to expect in a process of developing your mission and vision. 2) Place Where do buyers look for your product or service? My business is concentrated on Ukraine. Moreover, it focuses on the educational field and the information about my companys mission is spread throughout the universities in forms of brochures and seminars, which are organized for engaging more students in collaboration with us. All the details can be found on business cards that are usually left in universities. Students can contact us and ask about the nearest events in order to join them. How can you access the right distribution channels? That is Cultural Conqueror plans how to reach the targeted audience with the right distribution access. Producer is my company and Consumer is international and Ukrainian students, who will be reached with this kind of distribution channels by seminars and events that we will offer directly throughout the universities. 3) Price What is the value of the product or service to the buyer? The value is the final results from the communication with international students, who will bring extraordinary experience in the ordinary Ukrainian students life routine. Are there established price points for products or services in this area? Actually, the prices have not been established yet and there are no accurate indicators on stability of the prices for different student's projects and events. As it was characterized and caused before, the purpose of the company is half- charitable. What concerns the prices, students will pay for an entrance with a purpose of introduction of this money for improvements of educational programs for international and Ukrainian students. This money will go for purchases of the best books adapted for the highest level of knowledge. The prices won't be established because students can decide to pay how many for the entrance on these events. 4) Promotion Where and when can you get across your marketing messages to your target market?
  16. 16. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 14 Very often students are used to attend different kinds of events on their vacations or in a break between midterms. Cultural Conqueror wants to get across its marketing messages exactly during that time when students can join events and participate in them. Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshot? Through PR? On the Internet? Firstly, PR will be used on a purpose to gain bigger attention to my company and attract more students by advertising in the press as local students newspapers. Furthermore, the idea is to place some information or distinctive details about Cultural Conqueror on posters in cities across Ukraine. Secondly, the company is in a process of creating its official website where students will be able to also get information about the companys events and projects that will be on the Internet quite soon. When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions? Students study during the whole year and there is no timing or seasonality in the targeted market. Cultural Conqueror can give seminars for a whole academic year.
  17. 17. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 15 4. Operational Plan Moola Analysis Costs 1. Advertising and marketing (10 to 12 percent of my gross revenue and then subtract the annual cost of my business occupancy from each of these figures): - Price of 100 brochures- 20 - Price of 1 poster- 20 - Price of 100 business cards- 16 - Price of 100 students magazines or newspapers- 50 2. Entertainment and meals: - 100 bottles of Pepsi or Sprite cost 150 - 100 packs of cookies like Famous Amos cost 200 3. The price for equipment is established and wont fluctuate further 4. Web hosting service costs 140 per month 5. Legal fees is a lawyers service, which costs 1000 per month 6. Membership dues consist of the networks from my family, friends and people that I know. 7. Training/classes/education is for free because it is a kind of volunteering part of the business idea 8. Ordinary salary paid to any employees in Ukraine estimates Expenses 4. Advertising and marketing (10 to 12 percent of my gross revenue and then subtract the annual cost of my business occupancy from each of these figures): - Brochures- 313 - Posters - 1504 - Business cards 146 - Students magazines or newspapers - 94 5. Entertainment and meals: - Beverages and cookies- 1700 - Decorations- 300 6. Equipment: - Multimedia speakers -3991 - Amplifier sound system -376 7. Internet hosting-1579 8. Legal fees- 9402 9. Membership dues- for free 10. Training/classes/education- for free
  18. 18. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 16 67 per month 9. Office supplies are included: 1. Desks (100 ) 2. Chairs (90 ) 3. Computers will be brought by yourself 11. Rent is for free because all of the events and seminars will be placed in the universities. 11. Salary paid to any employees- 804 12. Office supplies- 1500 13. Rent- for free Expenses: 1. Brochures: 250 Ukrainian universities will be served with 100 business cards for each of them. 2. Posters: 5 posters in the most popular areas of the 16 biggest cities of Ukraine. 3. Business cards: 100 business cards will be delivered to 250 Ukrainian universities 4. Students magazines or newspapers: 100 newspapers or magazines will be printed for 250 Ukrainian universities 5. Entertainment and meales are included: food, bevarages and decorations. - 100 bottles of Pepsi or Sprite cost 150 - 100 packs of cookies like Famous Amos cost 200 - decorations(300 for the first year) can be funny posters, ballons, pictures with frames,etc. It will be used for relaxed atmosphere. 6. Equipment needs to be used for a background during the events. Students can feel better with a good music. 7. Legal fees will protect my business from the governments pressure on me as a new and young entrepreneur. 8. Training/clsses/education is for free because my work team will do it with a purpose to engage and attract foreign and Ukranian students. 9. Web hosting service will be used for updating my companys website frequently.
  19. 19. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 17 10. Membership dues will be used by my family and friends help. They are going to support me financialy, with a research on students who want to participate in my projects, etc. 1 11. Rent is available for free because I have friends in Ukrainian universities, who will book audiences for my events and projects. Additional information: Following the Financial Plan for Cutural Conqueror business plan, there are aded separated sections in Appendix 2(see pages 22-23 of the report): Funding Requirements(page 21) Balance Sheet(page 22) 1Webhosting vanaf GoDaddy | Altijd in de lucht. Altijd snel. (n.d.). Retrieved March 21, 2015, from https://nl.godaddy.com/hosting/web-hosting.aspx 2All offers for Intex IT-4850 SUF 5.1 MultiMedia Speaker System. (n.d.). Retrieved March 21, 2015, from http://www.amazon.in/gp/offer- listing/B00MHG5K2S/?sort=price&/ref=as_li_tf_tl?ie=UTF8&camp=3626&creative =24790&creativeASIN=9380349300&linkCode=as2&tag=mysm- 21&ascsubtag=201503183063155 3 Vistaprint. (n.d.). Retrieved March 21, 2015, from http://www.vistaprint.ca/?no_redirect=1&xnav=logo 4Yamaha - 170W - Black. (n.d.). Retrieved March 21, 2015, from http://www.bestbuy.com/site/yamaha-170w- black/3726084.p?id=1218429236241&skuId=3726084
  20. 20. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 18 Network Map
  21. 21. Cultural Conqueror 2015 This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 19 Action Plan S.M.A.R.T. Action Plan (Play Sheet) Goals/ Strategies (Chapters 1&4) Action Steps (to-dos) Support/Resources Needed Target Date Date of completion Personal Goals: Acceptance of the business idea by the target audience An extensive flow of ideas and inspiration for new projects and events that will attract my tartget audience 22.03.2015 30.01.2016 Engagment of students Pleasant atmosphere with good music and interesting decorations 16.06.201 5 It is constant. Develop personal entrepreneurial skills Working very intensive for the company and trying to create a big number of cultural events for Ukrainian and international students 22.03.201 5 During a process of the companys existance Business Strategies: "Maxi-Maxi" Strategy for the usage of strenghts to maximize Using of PR and advertisment and working on new projects 22.03.201 5 24.01.2016 "Maxi-Mini" Strategy that use strengths to minimize threats of the company Paying taxes regulary and sticking to the govermants laws 22.03.201 5 It is constant "Mini-Mini" Strategy that minimize weaknesses and avoid threats To find a financial support and legal service, which will protect Cultural Comqueror from the governments pressure 22.03.201 5 24.08.2016
  22. 22. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 20 6. Appendix 1 - Financial Statements: I. Costs and expenses analysis (Moola) Costs 1)Advertising and marketing (10 to 12 percent of my gross revenue and then subtract the annual cost of my business occupancy from each of these figures): - Price of 100 brochures- 20 - Price of 1 poster- 20 - Price of 100 business cards- 16 - Price of 100 students magazines or newspapers- 50 2) Entertainment and meals: - 100 bottles of Pepsi or Sprite cost 150 - 100 packs of cookies like Famous Amos cost 200 3) The price for equipment is established and wont fluctuate further 4) Web hosting service costs 140 per month 6) Legal fees is a lawyers service, which costs 1000 per month 7) Membership dues consist of the networks from my family, friends and people that I know. 8) Training/classes/education is for free because it is a kind of volunteering part of the business idea 9) Ordinary salary paid to any employees in Ukraine estimates 67 per month 10) Office supplies are included: 5) Laptops 6) Desks 7) Chairs 11. Rent is for free because all of the Expenses 1. Advertising and marketing (10 to 12 percent of my gross revenue and then subtract the annual cost of my business occupancy from each of these figures): - Brochures- 313 - Posters - 1504 - Business cards 146 - Students magazines or newspapers - 94 2. Entertainment and meals: - Beverages and cookies- 1700 - Decorations- 300 3. Equipment: - Multimedia speakers -3991 - Amplifier sound system -376 4. Internet hosting-1579 5. Legal fees- 9402 6. Membership dues- for free 7. Training/classes/education- for free 8. Salary paid to any employees- 804 9. Office supplies- 1500 10. Rent- for free
  23. 23. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 21 events and seminars will be placed in the universities. It is a Moola map, which consists of costs and expenses for my company. In this table I showed where my cash will be invested. Besides, I described in more details how the costs were divided equally on services and equipment for my company in Chapter 4:Financial Plan. Therefore, the Costs and Expenses Plan has been finalized with a purpose of improving this business report.
  24. 24. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 22 II. Funding Requirements Funding Requirements for Cultural Conqueror within the first year. Cash Inventory Office Equipment Multimedia speakers Amplifier sound system Total cost 8000 2000 1500 3991 376 Family Loan Owners Equity Bank Loans 10 000 5876 17 000 Sources: Bank loans will be used with a purpose of a finacial fundament in the first year of my company. All the costs for the equipment and services, which I need for making my own business, are very high. Furthermore, this money will be divided on equal amounts of the employees salary per every month. As a young entrepreneur, I do not have a very big amount of monay personaly that is why I think about the best solutions for this problem. I can take a loan from the bank and return them on a loan repayment period. Family loans are very important for me as a main financial source for the company. My father and stepmother, who have their own running business in Kiev, gave me a helping hand for promoting funds for the whole year of my companys existence. The money will be invested in projects that are based on donations for orphans. The projects will be created and provided by the representatives of Cultural Conqueror and the students. Owners Equity is the money that I have personaly and want to invest them in my business. I will spent them on entertainments and meals for lots of events that will be created for Ukranian and international students, office equipment such as chairs and desks, and advertisment(brochures, posters, business cards and students magazins or newspapers).
  25. 25. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 23 III. Balance Sheets Cult ural Conqueror balane sheet for t he first year of t he companys progress Assets: 1. Cash is my own money that I will invest in the business.
  26. 26. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 24 2. Petty cash is my current asset account that represents an amount of cash for making small disbursments for postage due or supplies. 3. Temporary investments is also a current asset account, which contains the amount of investments that can and will be sold in the near future of the company. The temporary investments can be spend on the advertising, entertainment and meals,etc. 4. Investments is what I will want to use for my company for a long period of time. In my case, it will be web hosting service and equipment that I need for modernizing and developing the companys business idea. 5. Notes payable is loans from banks, which I will lend for a period of time in order to have a good financial base for Cultural Conqueror. Liabilities: 6. Accounts payable shows the amount a company owes for items or services purchased on credit(bank loans). Cultural Conqueror will pay for legal fees, advertising and equipment on the credit taken from the bank. 7. Taxes payable reflects the amount of income taxes currently due to the Ukranian government. The money that has to be payed for the government was showed in the balance sheet. The amount of money was found by the research on the income taxes in Ukraine. 8. Long-term liabilities are no payable within the first year of Cultural Conqueror. They are included long-notes payable account. 9. Long-term notes payable shows the amount of money for Cultural Conqueror, which was taken as a bank loan for more than one year of the business.
  27. 27. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 25 Appendix 2- Curriculum vitae PERSONAL INFORMATION Daria Kyba Mikhaylovsky street 18A, Kiev, Ukraine, postcode: 01001 (044) 5-49-12 Ukrainian telephone number:+380957661737;Dutch telephone number: +31618745591 [email protected] VK- Dasha Aleksandrova,Facebook- Dasha Kyba, Twitter- DashaKyba Do not use SexFemale|Dateofbirth 24/06/1997| NationalityUkrainian WORK EXPERIENCE I have worked as a linguistic specialist in a business management company in Ukraine EDUCATION AND TRAINING PERSONAL SKILLS JOB APPLIED FOR POSITION PREFERREDJOB STUDIES APPLIEDFOR I am a student, who studies International Communications at Hanze University ofApplied Sciences. In the future, my preferred job should be connected to any professions within the field of International Communication. 25th ofMarch-25th ofApril 27th ofAugust(2013)- 27th ofMay (2014) 1st ofSeptember (2004)-27th of May (2013) Dec Education in Kiev (Ukraine)-IELTStraining British school of Kiev (Secondary high school education) Secondary Comprehensive school 7 of M.T.Rylsky ReplacewithEQF (or other) level if relevant Mother tongue(s) Ukrainian Other language(s) UNDERSTANDING SPEAKING WRITING Listening Reading Spoken interaction Spoken production French A1 A1 A1 A1 A1 Beginner English B2 B2 B2 B2 B2 Up-Intermediate
  28. 28. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 26 ADDITIONAL INFORMATION Communicationskills I have goodcommunicationskills becauseofa practice,which IgainedwhenIwas studyingin Englandfor thewhole languagecoursein summer of2012and 2014. I am a goodcommunicator becauseIhave worked as a linguistic specialist ina business managementcompanyin Ukraine. Organisational/managerialskills Responsible (Icancomplete anytasks whichIpromisedto workon) Hard-working (always finalise mywork) Stick to rules (veryorganisedindifferenttaskthatwouldasked to do) Convenient(anyworkcould bederived ontime) Job-related skills Example: Attention to details Adaptability Advisingpeople (Iam always readyto give a helpinghandfor someone) Brainstorming Business communicationskills Communicatingwithyoung oroldpeople Computer skills I can work withMicrosoftOfficetools I am goodatPrezi program for makingpresentations Other skills Purposeful Creative Friendly Zealous/Laborious Driving licence I do nothave drive licence Publications Seminars 1. LOFT:a specialinterior for you,Design magazine Orchid,Kiev,2014 2. Ukrainianbeautycontest:interviewwiththewinner,The womens organisation,Kiev,2013 Brainswork andother seminars aboutpsychology, Secrets ofBeauty seminar(Iwas participating inthis seminar becauseIdid needto collectthe information formyarticle thatIstarted writingbuthave never published.
  29. 29. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 27 Appendix 3: Persona There are t wo students, who are represent atives of t he target audience for Cult ural Conqueror, which aims t o serve int ernational students for its business idea. They are international students, which have t heir own hobbies and preferences of how t o spent a leisure t ime.According to these st udentsinformation about their background, Cult ural Conqueror looks for such int ernational students in order t o provide its main business idea in reality. 1) Stevie Latte could be an ideal targeted audience for my business idea. My business ideas concept would be to gather various nationalities and create events for them in order to interact with each other.
  30. 30. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 28 2) Asley is another good example of the targeted audience for the aim of my company. Furthermore, she is as hard-working as Stevie Latte and would be happy to communicate with students from the other countries. According to this, it is very important to know your targeted audience on a purpose to have a vision of your company and to know the companys mission.
  31. 31. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 29 Appendix 4- IDI Plan & Enterpreneurial Test RECEIVED: 18/02/2015 10:43 Summary Entrepreneur Scan by Daria Kyba My characteristics and qualities styles and my entrepreneurial thinking
  32. 32. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 30 Two pie charts show the results, which I got from the Entrepreneurial test. The Chapter 1 of this business plan was based on these results, which gave me a ground for writing about Self-Motivation of being a young enterpreneur. Following the images of pie charts, a description was also received. The description for two pie charts are pointed out below. Description characteristics and qualities Need for Achievement Successful entrepreneurs are achievers. In other words, their ultimate goal is to perform well. Keeping their business objectives in mind, they devote all their strength and energy in their company. They want to perform to the best of their abilities in everything they do, and always strive to do better than the last time. They want to distinguish themselves, and their motivation comes from within. Less successful entrepreneurs don't have as much need to perform well or a weaker will to succeed. They are easily satisfied with less. Need for Autonomy Independence is frequently the conscious or unconscious reason why some people choose the life of an entrepreneur. The need to make their own decisions and do what they want is very strong. Successful entrepreneurs act independently of others, make their own decisions, solve their own problems and successfully complete their activities on their own strength. Less successful entrepreneurs need support or aid and are inclined to leave the decision-making, more often than not, to others. Need for Power
  33. 33. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 31 The need for power is to have control over others, to impose your will on them. The need for power can be a reason to become an entrepreneur, because then you are in charge. Successful entrepreneurs know what they want and how they can influence others in order to attain their goals. In the process, they simply assume that their authority or opinion is generally accepted. Less successful entrepreneurs are more timid; they prefer to stay in the background. Social Orientation Social orientation is the degree to which someone is focused on others. Successful entrepreneurs understand that people and networks are necessary to realize their ideas. They easily make contacts and permit business considerations to determine their social behavior. Consequently, they can put their social needs aside and focus on their venture. Starting entrepreneurs frequently work alone, and it is no secret that self- employment can be a very solitary pursuit. Less successful entrepreneurs are more reserved and cautious when making contacts. Self Belief Self belief is the belief in your own abilities and in yourself relative to others. Successful entrepreneurs trust that they can reach their goals on their own strengths. They are not only convinced of their ability to complete every task successfully, this type of entrepreneur is convinced that their success depends primarily on themselves. This self-confidence also carries over into relations with others even with those who might be richer, more important or more powerful. Less successful entrepreneurs believe less in their own strengths and live with the idea that their success is dependent upon the prevailing circumstances. Endurance Endurance is continuing strongly in spite of negative developments or objections, even in the longer term. Successful entrepreneurs have great endurance. With a solid and clear goal in mind, they eventually overcome each hurdle to achieve success. Also, if they do not make immediate progress, they persist. They cling to their work and do not stop before their goal has been reached. Less successful entrepreneurs display a lack discipline and are quicker to put the blame for their lack of success on fatigue or trouble. Risk Taking Risk taking is being able to cope with uncertainties and the willingness to take losses. Successful entrepreneurs are active risk takers. They spot chances pro-actively, and do it with energy, initiative and the willingness to realize the chance of a desired outcome, despite the risks inherent to the change. Their goals are more set on improving their lives than on maintaining it. Unsuccessful entrepreneurs are passive risk takers. They approach risk more carefully and more defensive and often only react to what crosses their path, and what they cannot avoid. 2/ 4
  34. 34. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 32 Market Awareness Market Awareness refers to the ability to visualize the needs of existing or potential customers and linking them to your own company. Successful entrepreneurs anticipate the specific needs of a clearly defined target group. They can also indicate precisely what their competitors do. They follow developments reported in magazines and trade journals and talk with customers to be able to anticipate changes in the market. Less successful entrepreneurs barely have an eye for the needs of their customers. They are frequently more product-orientated and have no clear target group in mind. Creativity Creativity is the capacity to ''play'' with thoughts and ideas and to see new possibilities. Successful entrepreneurs are open to what is happening in their surroundings. In doing so, they are not hampered by restrictions of the situation, but rather challenged by the possibilities. They have the capacity to think from different angles and choose the path less travelled. As a result, they can convert problems into new opportunities and dare to take risks. Less successful entrepreneurs are limited in their manner of thinking and are less anxious to experiment. Flexibility Flexibility is based on the ability to adapt. Successful entrepreneurs react to changes they observe in their environment. Such as new wishes of customers or new competitors in the market. They interpret the effects of opportunities or threats and adjust their strategy or business plan accordingly. Unsuccessful entrepreneurs are hardly willing to adapt. They resist change and can be inflexible and stubborn.
  35. 35. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 33 Description thinking styles Pioneer In business this thinking style is characteristic of pioneers. Their ideas are dominated by possibilities. They live, as it were, in the future and possess a vision for the long- term. Thanks to their strong sense of imagination, they frequently see the complete picture, where others have no idea. Pioneers think in a playful and quick manner, often in a way that is spontaneous. They are noted for their passion, optimism, as well as their occasionally naive style. They have the capacity to change a chaotic situation or save one from becoming chaotic. This is possible due to their ability to put current matters into a new perspective and transform apparently illogical problems into solutions. Pioneers can reach high altitudes in chaotic situations, but get lost in orderly environments and the daily routine. They are quickly annoyed and pay little attention to details. Their greatest motivation is to receive recognition. They distinguish themselves by acting differently in chaotic situations where they get their chance to do so. Where others accept impossibilities or the routine of a situation, pioneers continuously ask themselves why things happen the way they do and whether it is possible to do it another way. Their ideas or thoughts about how to improve things are only limited by their fantasy. Salesperson In business this thinking style is characteristic of salespeople. Salespeople love people and focus on establishing relationships with others. They frequently rely on their instincts. They have a tremendous interest in people and place a lot value on making contacts, although they can be led in this aspect by business considerations. They understand the customers needs better than anyone else. Their greatest motivation is to be accepted by others. This is the type of a person who focuses on other people: as long as others are satisfied, salespeople are too. The sale of products or services means connecting with the needs of the customer. Salespeople work well in harmonious situations, looking ceaselessly for win-win situations. Salespeople will gladly do what others want, because that raises their chance of acceptance. Consequently, this type of person is loyal, flexible and
  36. 36. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 34 enthusiastic, even if others occasionally take advantage of them. They prefer to avoid conflicts and are not good at enduring criticism, as they take it personally. The fact that they have a thin skin makes them unsuited to making fast, hard or rational decisions. They worry more about who will suffer the consequences, instead of understanding which decision is the best. Manager In business this thinking style is characteristic of managers. Managers are able to look after their companies better than anyone else. As a result of the constant search for certainty, they place a great deal of importance on rules and procedures. Focused on the short-term, they keep an overview in an otherwise chaotic situation. They gladly take charge of things and strive for order. They structure their companies to operate efficiently and prepare plans right down to the smallest detail. Little is left to chance. They structure work to operate flawlessly in a system where everyone knows their role. However, when changes appear, managers become disoriented because the old rules are suddenly no longer valid. They gladly employ rules with a proven track record and don't give them up easily. They don't like change and demand that everyone sticks to the rules. If subordinates choose not to, then a strong remark will unavoidably follow. Managers have a strong sense of responsibility. They also accept that things must be done the way they have always been done, even if that is not in line with their own way of thinking. Business affairs are arranged in great detail, which make managers steadfast and honest. Specialist In business this thinking style is characteristic of specialists. Specialists stay abreast of all developments in their field. They know all the ins and outs of their profession. They visualize events based on their experience and professional knowledge, on the basis of which they can arrive at the proper decision in a rational and independent manner. They always know the best alternatives. Specialists are individualistic and realistic. They distinguish themselves by wanting to be the best, at least in their field of expertise. They are frequently critical and initially must be persuaded that something works before they trust it. They know better or at least claim to know better. They accept reality and within this reality they try to perform to the best of their abilities. The Achilles heel of this type of person is that they can be perfectionists and occasionally adopt an authoritarian attitude. If something concerns their profession, they do not avoid the discussion. Delivering a quality product is the highest priority for specialists. Since they aren't strong in communicating and dealing with people, sales are definitely not their preference. They are convinced that a good product will sell itself.
  37. 37. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 35 IDI Individual Profile Perceived Orientation (PO) Your Perceived Orientation Score indicates that you rate your own capability in understanding and appropriately adapting to cultural differences within Acceptance, reflecting an orientation that recognizes and appreciates patterns of cultural difference in ones own and other cultures in values, perceptions and behaviors. Developmental Orientation (DO) Your Developmental Orientation Score indicates that your primary orientation toward cultural differences is within Minimization, reflecting a tendency to highlight commonalities across cultures that can mask important cultural differences in values, perceptions and behaviors. This can often take one of two forms: (1) highlighting commonality that masks equal recognition of cultural differences due to less cultural self- awareness, more commonly experienced among dominant group members within a cultural community, or (2) highlighting commonalities that masks recognition of cultural differences that functions as a strategy for navigating values and practices largely determined by the dominant culture group, more commonly experienced among non- dominant group members within a larger cultural community. 6
  38. 38. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 36 Orientations Orientation Gap (OG) 40 55 70 85 100 115 130 145 Developmental Continuum Perceived Orientation Developmental Orientation 120.43 96.18 The Orientation Gap between your Perceived Orientation score and Developmental Orientation score is 24.25 points. A gap score of 7 points or higher can be considered a meaningful difference between where you perceive you are on the developmental continuum and where the IDI places your level of intercultural competence. A Perceived Orientation score that is 7 or more points higher than the Developmental Orientation score indicates you have overestimated your level of intercultural competence. A DO score that is 7 points or more than the PO score indicates that you 7 have underestimated your intercultural competence. You overestimate your level of intercultural competence and may be surprised your DO score is not higher.
  39. 39. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 37 Trailing Orientations Trailing Orientations are those orientations that are in back of your Developmental Orientation (DO) on the intercultural continuum that are not resolved. When an earlier orientation is not resolved, this trailing perspective may be used to make sense of cultural differences at particular times, around certain topics, or in specific situations. Trailing Orientations essentially represent alternative currents that flow through your varied experiences with cultural differences and commonalities. Not everyone has trailing orientations. However, when individuals have Trailing Orientations, they may respond to a specific situation from the perspective of this earlier orientation rather than the Developmental Orientation or mindset that characterizes their predominant way of dealing with cultural difference challenges. When this happens, there may be a sense at times of going two steps forward and one step back. When individuals have trailing orientations, it is not uncommon for progress in building intercultural competence to have a back and forth quality in the school setting, when these earlier orientations arise. As you begin to move past or resolve the trailing orientations, a more consistent sense of progress and shared focus emerges. Below are graphs for each of the orientations that come before your Developmental Orientation that remain unresolved. That is, scores of less than 4.00 indicate a Trailing Orientation for you because they are not resolved. Trailing or secondary orientations for you are Denial Trailing Orientation
  40. 40. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 38 Disinterest in Culture Difference Trailing Orientation Avoidance of Interaction with Cultural Difference Trailing Orientation As a Trailing Orientation, there are certain times, topics or situations that Denial may arise (an orientation that likely recognizes more observable cultural differences (e.g., food) but may not notice deeper cultural difference (e.g., conflict resolution styles) and/or avoid or withdraw from cultural differences). Leading Orientations Leading Orientations are the orientations immediately in front of your primary (developmental) orientation. The Leading Orientations for you are Acceptance through Adaptation. Acceptance is focused on both increasing cultural self-awareness and learning culture general and culture specific frameworks for more deeply understanding patterns of difference that emerge in interaction with people who are from other cultures. In addition, Acceptance involves the capability to make moral and ethical judgments in ways that take into consideration other cultural
  41. 41. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 39 values and principles as well as ones own cultural values and principles. As you begin to more fully recognize and appreciate cultural differences, you are well positioned to look for ways to shift cultural perspective and adapt behavior around cultural differences. Cultural Disengagement Cultural Disengagement is a sense of disconnection or detachment from ones cultural group. Scores of less than 4.00 indicate you are not resolved and may be experiencing to some degree a lack of involvement in core aspects of being a member of a cultural community. Overall, your Cultural Disengagement score is 4.40, indicating you are Resolved.
  42. 42. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 40 Appendix 4-Positioning map The positioning map shows how Cultural Conqueror differentiates from its main competitor, Enactus. Cultural Conquerors strategy directs to the companys more innovative and appealing design, which emphasize its business idea. In contrast, Enactus has a more outdated approach to the business idea, because of its design that has to be modernized. The map is also used to show that Cultural Conquerors mission moves forward and the company tries to achieve bridging of the cultural gap in Ukraine. Enactus still stay on the same position as the organizations for creating projects and events, and getting the interaction from people who join them. In general, the companies mission seems quite similar, but Cultural Conqueror wants
  43. 43. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 41 to destroy cultural barriers among youngsters. The map identifies all of the differences between Enactus and Cultural Conqueror. Bibliography 10 Global Communication Trends in 2014. (n.d.). Retrieved March 22, 2015, from http://www.wpp.com/wpp/marketing/publicrelations/10-global- communication-trends-2014/ Enactus | Ukraine. (n.d.). Retrieved March 22, 2015, from http://enactus.org/country/ukraine/ AEGEE Kyv. (n.d.). Retrieved March 22, 2015, from http://aegee.kiev.ua/en/about/ Distribution Channels. (n.d.). Retrieved March 22, 2015, from http://www.tutor2u.net/business/gcse/marketing_distribution_channels.html Product strategy - positioning and differentiation. (n.d.). Retrieved March 22, 2015, from https://www.nibusinessinfo.co.uk/content/product-strategy- positioning-and-differentiation Vista(n.d.). Retrieved March 22, 2015, from http://www.vistaprint.ca/?no_redirect=1&xnav=logo All offers for Intex IT-4850 SUF 5.1 MultiMedia Speaker System. (n.d.). Retrieved March 22, 2015, from http://www.amazon.in/gp/offer- listing/B00MHG5K2S/?sort=price&/ref=as_li_tf_tl?ie=UTF8&camp=3626&creative= 24790&creativeASIN=9380349300&linkCode=as2&tag=mysm- 21&ascsubtag=201503183063155 Yamaha - 170W - Black. (n.d.). Retrieved March 22, 2015, from http://www.bestbuy.com/site/yamaha-170w- black/3726084.p?id=1218429236241&skuId=3726084 Webhosting vanaf GoDaddy | Altijd in de lucht. Altijd snel. (n.d.). Retrieved March 22, 2015, from https://nl.godaddy.com/hosting/web-hosting.aspx
  44. 44. This docum ent is t he propriet arypropert yof Daria Kyba. Copying or ot herwise dist ribut ing t he inform at ion cont ained herein is a breach of confident ialit yagreem ent . 42