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This paper develops a business plan for Cyber Desk at Brighton (UK). Cyber Desk is a provider of 24-hour Internet café at Brighton area with additional value of personal booth/room and extensive collection of books, journals, magazines.

            Regarding the business plan of Cyber Desk Brighton, several elements must be taken into account including business objectives and goals to proposed organization structure to determine the roles of each department in the company.

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In the objectives section, Cyber Desk Brighton will have several objectives as following:

Financial Objectives

  • On average, achieve turnover £1,040 per day, £31,227 per month and keep monthly variables and fix costs roughly £17,700.00 per month
  • Achieve increasing number of customers and also increase corporate turnover within 3 years to £697,658
  • Raise capital up to £225.000 through a loan and other financing alternatives to fund initial investment and the first 6-month of operation. The costs includes building rent, equipments, products and cash flow for paying employees wages

Operational Objectives

  • Find reliable computer suppliers that provide 100 network PCs equipped with peripherals (printers, scanners, web cam etc), each costs £650, altogether £65,000.
  • Subscribe 8 Mbps Internet connection at minimum to provide convenience internet access
  • Develop attractive marketing strategy to drag more than 100 guests per day at minimum
  • Develop friendly corporate website that exhibit information regarding Cyber Desk services, pricing, promotion and other services like online booking for executive booths etc
  1. Management Team and Business Model

In order to operate and launch products in Brighton, it is necessary to set up organization structure that supports company’s operation to achieve projected targets. Good organization structure is that improve the organizations’ effectiveness (Hatch, M. J., 1997). In addition, good management is one that capable of anticipating any situations (Robbins, S., 1987). Figure 1 is the proposed organization structure for Cyber Desk at Brighton.

The suggested organization structure above is possible structure for Cyber Desk at Brighton. For instance, individuals in sales division department report to their manager about the progress of competitors’ move and competitors’ recent marketing strategies. This information drives Managing Director (Mr. Geeta) to provide counter strategy to stand the marketing strategy of Cyber Desk at Brighton out of its competitors.

Figure 2          Proposed Organization Structures of Cyber Desk

Meanwhile, individuals in marketing division are responsible of managing products and services that Cyber Desk at Brighton offers to customers including the product and promotion, and partnership.

  1. Mission and Vision
    • Mission Statement

Mission statement is a statement that details what a company will do today to reach the company’s goal, purpose, or mission (“Strategic Planning”). Therefore, the mission statement should not wordy since people might consider and implement it in different ways. For example, Cyber Desk has a mission statement that is short but has a deep meaning. “Quality is Job 1.”

  •  Vision Statement

Vision statement describes what a company wants to be in the future (“Strategic Planning”). The difference between mission and vision statements lies on the nature of statement. Vision statements usually come in abstract form while mission statements are likely that tend to be more concrete and proscriptive.

In other words, a vision statement is a picture of ideal future outcomes. Therefore, a good and en effective vision statement is one that provides clarity, description of the future, and driven by customer needs (“Strategic Planning”).

Therefore the suitable vision statement for Cyber Desk could be “To be the trusted cyber café in Europe.”

  1. External Environment Analysis

                Competition in internet café and business rooms is quite intense in the UK, in general, and in Brighton since there are many companies providing somewhat similar services. In particular website about Brighton (http://www.brighton.co.uk/Cyber Desks/), there are several names on the lists of cyber café, alias of internet café or internet centre (Figure 1)

Figure 1          Brighton Portal

Source: Brighton, 2007

            In the lists of cyber cafes, we find there are many providers, each has different offering and features. For example, the Age Concern IT Drop-in Centre that located at the entrance of the Brighton city has five PCs with always-on internet connections. The provider does not charge the use of Internet and only charge small amount of money for printing and others services. The company can maintain their operation due to a number of donators that donate their money for the continuity of IT centre services (Brighton, 2007).

         Totally, there are 17 cyber cafes that listed on Brighton portal (http://www.brighton.co.uk). The situation suggests that to win competition in cyber café, new provider must provide value added services, working hours, and competitive price. For instances, there are some cafés like E-Horizon that focus on providing international online games instead of internet access. The company uses 2 Mbps Asymmetric Digital Subscriber Line (ADSL) connections.

            Other companies like Gamer Heaven focus on providing gaming by using powerful computers in a 32-LAN-connected PCs, each powered by Pentium 4 3 GHz and 19” PC monitors, and 8 Mbps + 4 Mbps reliable internet connections (£2 per hour for online games and £1.50 per hour for internet browsing).

  1. Internal Environment Analysis

            The major strengths that Cyber Desk Brighton has are their recent and powerful PC and peripherals including vast PCs in a single internet café. Competitors like Gamer Heaven only provides 32 PCs but Cyber Desk Brighton provide up to 100 networked PCs. This could be the largest and more personalized place for browsing internet in the Brighton.

            Opportunities for Cyber Desk Brighton happen as the company exists in a country with high penetration rate (vast number of internet users). According to Internet world statistics, the number of internet users in the UK as of end 2006 accounts for 37 millions users, representing more than 60% of the country’s population (Table 2).

Table 1            UK Internet Users

Source: www.internetworldstats.com

  1. Distinctive Competencies

            The development of computer and internet technology has increased the demands for having endless connection to the virtual worlds for several purposes such as browsing information, chatting with friends, video conferencing with colleagues at other part of the world, and writing blogs and share them with friends.

            Under such circumstances, the establishment of a place that provide reliable internet connection coupled with other attractive benefits like a café and personal library and booth to work in comfortable environment must be an interesting business to perform.

            Concerning the provision of personalized cyber café, our Cyber Desk be a provider of 24-hour Internet café at Brighton area with additional value of personal booth/room and extensive collection of books, journals, magazines.

            Therefore, Cyber Desk will be a place that a person may work, play, and hang out with colleagues as if he is in his own office. The situation is backed up by availability of computer peripherals to enable the customers feel comfortable like working at home. The peripherals include powerful PCs, printers, scanners, web camera, comfortable couch, mini bars at executive suite, to name a few.

  1. Growth and generic business strategies

Considering the fierce competition that occurs in the provision of internet café in Brighton city, Cyber Desk Brighton should develop and plan for their growth strategies. This is an important step to prepare the company facing changing market situation. Concerning the issue, Implementing Growth Strategies, suggests several growth strategy as following:

  1. Mergers/Acquisitions

This action is the most attractive way since merger does not only involve multi billion dollar companies like Nissan and Cisco but also small-medium companies like cyber café. The intention is to integrate strengths and weaknesses of the combined companies and eliminate the weaknesses

  1. Internal Development

Internal development refers to the condition where managements of Cyber Desk Brighton take strategic courses such as improve assets including human resources, PCs performances, and high-speed internet connection).

  1. Strategic Partnering

Due to vast number of internet café and lack of brand equity of Cyber Desk Brighton, the company may conduct strategic partnership with existing powerful internet café so that they take benefits of strong brands and core competencies

  1. Marketing Aspects

            Since there are many existing internet connection providers in the UK, especially in Brighton area, Cyber Desk Brighton needs to develop winning marketing strategy in order to enhance brand equity of Cyber Desk Brighton. In order to do so, there should be marketing objectives to guide their marketing actions and programs.

Basically, marketing objectives composes of several items that fulfil S.M.A.R.T. method. S.M.A.R.T. stands for specific, measurable, achievable, Realistic, and Time-Constrained. Regarding these criteria, marketing objectives for Cyber Desk Brighton are as following:

  • Provides unforgettable experiences in browsing Internet at comfortable place
  • Develop appropriate marketing strategy to attract 800 users per day at minimum
  • Develop attractive website that provides information regarding our services, pricing, promotion and other services
  • Increase scope of coverage and annual turnover by signing franchise agreements with reliable partners in the next three years
  • Develop and provide attractive customers retention program in order to improve customer satisfaction and to drive them becoming loyal customers
  1. Financial Plan

In addition to the explanation of definition of objective, Cyber Desk Brighton will have following objectives:

  • On average, achieve turnover £1,040 per day, £31,227 per month and keep monthly variables and fix costs roughly £17,700.00 per month
  • Achieve increasing number of customers and also increase corporate turnover within 3 years to £697,658
  • Raise capital up to £225.000 through a loan and other financing alternatives to fund initial investment and the first 6-month of operation. The costs includes building rent, equipments, products and cash flow for paying employees wages

                                                                                            Reference:

Brighton. (2007). Cyber Café.  Retrieved September 17, 2007 from www.brighton.co.uk

Euromonitor International. (2007). UK.  Retrieved September 17, 2007 from http://www.euromonitor.com//FactFile.aspx?country=GB

Haller, Harold S. (1993). Managing with profound knowledge: A management process based on the Deming management theory. Harold S. Haller & Company

Hatch, M. J. (1997). Organization Theory. Oxford

Implementing Growth Strategies. Retrieved September 17, 2007 from http://www.mgt.smsu.edu/mgt487/corp2.htm

Kotler Philip and Gary Amstrong. (2006). Principles of Marketing. Prentice Hall

Robbins, S. (1987). Organization Theory: Structure, Design, and Applications. Prentice-Hall

Strategic Planning. Retrieved September 17, 2007 from http://www.answers.com/topic/strategic-planning

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