The dissertation deals with the development of a guideline for starting a company; the development of a business plan for an e-commerce start-up. Therefore, the main objective is to identify important components of a business plan for start-up- companies and to investigate the aspects impacting the successful planning of an e-commerce start-up launch. Therefore, the purpose of this thesis is to present the establishment and development process of a start-up in detail; using a business plan. Furthermore, the thesis will provide potential start-up founders with important instruments that are useful for a start-up business plan. The reader should also be made aware of the importance of a business plan and how to implement it correctly and successfully in order to be able to launch an e-commerce start-up. Additionally, the development of an initial business plan for an e-commerce start-up and in-depth insight into relevant aspects concerning the start of an e-commerce company are provided. The developed business plan can be used as a fundamental guideline and tool that potential e-commerce startups can implement prior to their operations begin. The first section, the theoretical framework, of this thesis deals with an analysis of the e-commerce sector and e-commerce trends to give an overview of the current development of e-commerce. Additionally, it investigates and determinants challenges for start-ups, external factors that impact the success of an e-commerce start-up, steps to develop an e-commerce service, and components to implement in a successful e-commerce start-up business strategy. Furthermore, the theoretical framework will examine and illustrate the role and tasks of a business plan for a start-up and point out the importance of a business plan for a potential e-commerce company. Furthermore, the theoretical framework will include a description of all important components of a business plan for start-ups and serves therefore as a practical and compact guideline for potential start-ups. The second section of this thesis deals with the development of a business plan for an e-commerce start-up in Germany. This business plan is the backbone for the company We. Wood that is to be founded in March 2021 and serves also as an example guideline for potential (e-commerce) start-up founders. The second part incorporates gathered investigations and significant data into a professional business plan and strategy for an e-commerce start-up company. The plan was designed with the contribution of the theoretical framework, outcomes of examinations, interviews, analysis, and surveys; and incorporates components such as; the company profile, market and competition analysis, marketing strategy, marketing mix, management and operations plan, action plan, and the financial and economical assessment. Procedures involved in this process are information collection, interviews, data analysis, interpretation of outcomes, forming conclusions, creating recommendations, and expanding factual knowledge. All in all, the essential data gathered determines that the corporate plan is sufficiently important to pull in potential customers and legitimize suitable promoting and marketing techniques. Ultimately, it can be concluded that without a well-developed business plan it is difficult if not impossible to build up a successful business. Ecommerce provides many growth opportunities for start-ups, which potential founders should exhaust while having a fundamental and insightful business plan as a guideline to reach the desired goal.
Theresa Scholz – MA Marketing JAN20 https://www.linkedin.com/in/theresa-scholz
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