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“Business Plan for Growth: An Innovative Service Business”
Author(s)
Patsila, Areti
Advisor(s)
Παπαγεωργίου, Γιώργος
Abstract
The main aim of this master thesis is the elaboration of a positively successful business plan for developing a totally innovative therapy program, the Equine Assisted Therapy (EAT) as well as to investigate the market potential of this
particular service. The Equine Assisted Therapy (EAT) is a unique form of modern rehabilitation which uses horses as a mean to heal the soul and the mind of individuals of all ages, who are experiencing mental, social or emotional challenges
such as depression, stress and anxiety, as well as people with addiction issues (e.g. drug and alcohol), eating disorders, cancer survivors and many more.
The targets of this study also expand to a general application for other service provision enterprises, mainly Small and Medium-Sized Enterprises (SME),
providing guidelines on how to develop a proper business plan. These guidelines were also selected to be part of this study in recognition of the role and importance of SMEs in the development of a nation.
This study is divided into three main parts. The first part uses secondary data through critical literature review of previous academic discussion on the topic of business plan development including a detailed analysis about business plans. The
second part include market research conducted concerning the desirability and validity of the proposed service. This market survey defines whether the new service is likely to produce sufficient market demand and understand the expectations and
needs of potential customers. These data in turn can assure the success of a new concept and limit the risk and uncertainty that accompany the introduction of the new service into the marketplace. Thus, the results of this survey is also part of the
business plan in order to support the feasibility, desirability, and viability of the new service proposed for the existing organization. Within the third part and after necessary insights have been gained from the literature review as well as from the results of the market research, a business plan has been developed for establishing the new service.
The survey's results are defined from 95 participants from different age groups who are experiencing mental, social or emotional challenges, mainly depression, stress and anxiety, for which almost all participants have use or are
currently using a formal mental health related service from a professional or semi professional. This market survey provides useful data from potential clients about the desirability and validity of the proposed service and the results from it indicate that the organization has good potential for a successful market expansion and growth by introducing the new service.
particular service. The Equine Assisted Therapy (EAT) is a unique form of modern rehabilitation which uses horses as a mean to heal the soul and the mind of individuals of all ages, who are experiencing mental, social or emotional challenges
such as depression, stress and anxiety, as well as people with addiction issues (e.g. drug and alcohol), eating disorders, cancer survivors and many more.
The targets of this study also expand to a general application for other service provision enterprises, mainly Small and Medium-Sized Enterprises (SME),
providing guidelines on how to develop a proper business plan. These guidelines were also selected to be part of this study in recognition of the role and importance of SMEs in the development of a nation.
This study is divided into three main parts. The first part uses secondary data through critical literature review of previous academic discussion on the topic of business plan development including a detailed analysis about business plans. The
second part include market research conducted concerning the desirability and validity of the proposed service. This market survey defines whether the new service is likely to produce sufficient market demand and understand the expectations and
needs of potential customers. These data in turn can assure the success of a new concept and limit the risk and uncertainty that accompany the introduction of the new service into the marketplace. Thus, the results of this survey is also part of the
business plan in order to support the feasibility, desirability, and viability of the new service proposed for the existing organization. Within the third part and after necessary insights have been gained from the literature review as well as from the results of the market research, a business plan has been developed for establishing the new service.
The survey's results are defined from 95 participants from different age groups who are experiencing mental, social or emotional challenges, mainly depression, stress and anxiety, for which almost all participants have use or are
currently using a formal mental health related service from a professional or semi professional. This market survey provides useful data from potential clients about the desirability and validity of the proposed service and the results from it indicate that the organization has good potential for a successful market expansion and growth by introducing the new service.
Date Issued
2022-03-11
Department
Publisher
School of Business Administration : Master of Business Administration