Gillian Franklin as Entrepreneur - Case Study Example

Over the recent past, the Heat Group has hit the headlines as one of the examples of success. This is in the provision and distribution of personal care brands. All this is due to the toil and struggle of Gillian Franklin, a lady who has gone through leaps and bounds to build a company that has earned global recognition. Following a period of teaching financial independence to young girls for a period of three she earned the motivation to practice what she had been teaching the girls. Her motivation in this case arrived after undertaking a career for 20 years as a director in other companies. She took this as a challenge towards self-empowerment. She wanted to be her own manager and work under her own hours and in respect to this become independent to the greatest levels possible. As an entrepreneur, she started up a business with the goal of creating change in the society but ended up impacting in the whole country. In respect to the ideas that she had of starting up her own business, she raised an amount of $3 million as the startup capital. She then sought for the best people to make up her board to aid her in the ideas crucial for the business. Due to the fact that she wanted a company that would be generally hot, bold and strong, she thought that the best name that she would use in respect to this was The Heat Company. During the first year after the commencement of the operations of the entity, things at the corporation were undertaken at a superbly fast speed. This was due to the zeal for operations that she had. In this period therefore, she started with hiring 35 people to aid her in her activities. The family of Gillian Franklin has come in handy in the road to her success. Being a mother, she was under intense pressure on the management of her business and her family without neglecting either of the two. Being a mother and a wife, she did not believe in subjecting her three daughters to child support. This is because she felt that the children would be denied the comfort that they deserved from their mother. At an early age, the children had an in living caterer who lived with them. With this therefore, the children would not suffer from her leaving very early from work or even very late from work. In respect to this, she tried her best going on trips if her husband was not around so that the children could always have a parental figure at home at all times. She has gone ahead to indicate her support for social values. This has been exemplified by the according of a three month fully paid maternity leave for the women in her company. Similarly, she has allowed for work holiday for all employees where they should not attend work during their birthdays. Another good indication of her support to this is that she has allowed all her employees a half day off on Fridays if they have meetings or commitments elsewhere to attend to. To her, the social, family and value of human beings has been at the fore front in the attaining of the success that she has attained in her business. She attributes the success that she has made to her family and more so to her husband Wayne. The business that she set up was clearly distinguished and divided into four strategic pillars. Through this, they knew that the undertaking of the operations would be a simplified task for the entity. The pillars that form the operations of the entrepreneurship are the export business, the domestic business, online business and the acquisition and development of brands. The domestic operations focus on the organization of the activities of the company in the local environment. In this, the alignment of the undertakings in other cities in Australia and other towns is planned. The domestic market operation was the backbone for the entity to expand into outside borders markets. On the other hand, the export business which is the second pillar of the entity focused on the creation of proper logistics to foster the movement of the products of the company to other countries. This would result to an increase in the revenues that are derived from the operations of the entity. The proper coordination of the exports is one of the leading reasons behind the continued expansion, growth and development of the company. The creation of effective channels for the movement and the sourcing of good and efficient channels for the collection coordination of the sales were also pivotal in the growth. This was through liaising with other companies in the international markets that would facilitate the movement of the goods to the points of demand. The third pillar as stated is the online business. This deals with the advertising and selling the products of the company to online customers. This is where through the gaining of access to the website of the company one can order for a given variety of the products. This also involves the use of the social media networks to source for the appropriate customers for the products. This is also one of the leading factors behind the continued growth and success of the entrepreneurship. The final pillar behind the success of the company is the acquisition and the development of brands. This involves sourcing for new brands that can be produced and sold by the company. This has the benefit of creating product diversification. Additional brands have the ability to result to increased revenues for the company. This will be translated into more profits for the company. Product development on the other hand involves the creation of new and unique features to the existing products. This therefore results to improvement in the quality of the products that are produced by the company. Quality can be in the ingredients, the branding and the blending of the product. This also fosters the movement of the products in the market. Due to the continued use and focus on the pillars that have been put in place into the business, it has emerged to be one of the leading businesses not only in Australia but also in the world at large. The advertising campaigns and the use of the social media platforms have made the products of the company to brand names in the whole country. Following a recent study that was carried out in the country, one of the products of the Heat Company is bought in every 2.4 seconds in Australia alone. This is an indication of the superiority that the brand has acquired in the recent days. This has enabled it therefore to be able to counter any competition that exists in the market. It as such, holds the biggest share in the market as compared to any other competitors. This has made it to climb the ranks to be one of the most sought out company in terms of its products in the market. This is at the expense of the competitors. The management of the company believes that more is still to be done at they intend to embark on even serious campaigns to make the products nothing but the best in selection and choice by the customers. More is still to be done. The company has put in place measures to see to it that there is the introduction of new products into the production line. This is in line with the goal of product diversification. This will help in increasing the revenues that are being made by the company and the levels of the sales. Through this also, it will be able to reach into new markets that it is yet to make an impact on. Increase in the revenues will result to increased profits. This will further result to business expansion which has many benefits not only to the company but also to the national economy at large. This is through such things as the creation of employment and additional taxes which will aid in the creation of development in the country. In the future, the company has many avenues that it can use to see to it that the levels of returns and success are increased. The first of these avenues is acquisitions. Through acquisitions, the company will be able to make increased reach into the affairs of the market. It will also be able to attain other products that are not in its production line. Another option that is available for the company is mergers. Similar to acquisitions, they will foster the development of the brand knowledge of the company. They also facilitate the process of cost cutting. Another avenue which the company has not used fully is the process of social media marketing. Despite the proceeds being much, the company is yet to reap the full benefits of this. This will be enhanced by fully taking control of the platforms such as Facebook, Twitter, Google+ and other popular platforms. This will aid in increasing the customer numbers who visit the company online and who would wish to consume their products. This will further be for the better of the company. Read More