Jayne's Sandwich Stop is one of the best-known and most loved sandwich concessions in town. In business for about five years, she sells sandwiches and other lunch items made from locally produced food from her mobile food trailer. Jayne's passion and talent for creating reliably fresh, tasty lunch fare popular among a business clientele (largely employees and shoppers) has made her small enterprise a booming success.
In the last year, Jayne added three bicycle-towed concessions that travels to different strategic locations in town, selling her popular sandwiches to customers who work beyond walking distance of Jayne's Sandwich Stop. She now has a total of six employees, all part-time, working the concessions. Because she caters to urban customers, her concessions operate on week days from 10 am to 2 pm. To promote word-of-mouth advertising, Jayne uses Facebook to publish her daily menus and the locations of the bicycle concession.
As a sole proprietor, Jayne has been pleased with her lunch business success. Now it's time to get serious about the future of her business. In the short and medium term, she wants to see it grow into a potentially more lucrative enterprise, implementing a greater variety of food products and services, and increasing her competitive edge in the region. Ever the ardent entrepreneur, Jayne's long-term dream is to develop her creative, health-conscious culinary skills and services into a wider clientele outside the region.
An opportunity has arisen to lease restaurant space about 20 miles away from her trailer concession location, close to a mall and the suburbs and nearer to her local food producers. Jayne has jumped at the chance. While she has hired professional business consultants to help her set up the space, design the menu, and implement the opening of the restaurant, she must also consider the short- and long-term financial, HR, and management needs of such an expansion. Jayne is particularly sensitive to her relationship with her customers, employees, and the community.
In this paper, students will analyze and discuss small business growth in terms of growth strategy, business forms, short and medium term goals, financing assistance, organizational structure and staffing needs, customers and promotion, and ethics and social responsibility. Students are expected to apply business and management concepts learned in our course.
Required Elements of the Final Project:
Read critically and analyze the case below, When Faced With Growth;
Review the project description and review the final project grading rubric that you will find in the Syllabus and under in the Course Content area of our classroom as well as in the Student Toolbox;
In your paper, answer the following questions in detail:
What steps should Jayne take to organize and prioritize her business growth strategy?
What business form might make sense, given her expansion plans, and why?
Focusing primarily on Jayne's short-term goals, what kind of financial assistance might be available to Jayne? Which options would you recommend, and why?
How might Jayne's staffing needs change? What kind of organizational structure do you think Jayne's expanded business should have?
What is the best way for her to organize, orient, and train her restaurant staff (e.g., functional categories, units, teams, flat or vertical hierarchy) to meet the needs of her new business?
How should Jayne deal with her current customers in regard to the change? What kind of promotion should she consider in attracting customers to her new location?
What are the ethical issues and potential social responsibilities highlighted by this change? (Consider customers, employees, the current and new communities, and other stakeholders.) How might these issues be dealt with most appropriately?