"New ventures are launched every year in excess of 300, however only less than 1%will make it through as successful ventures. (Daily FT, 2014) The changing andevolving nature of the start-up and technology industry is challenging the way thatpeople are thinking and how entrepreneurialism is coming into play. Organisationshave to rely on effective management and innovation creation process tosuccessfully manage a launch process.The conceptThe concept will be to launch a digital marketing solution agency – especially catered tothe SME – retail sector.The concept and launch for digital is excessively kept at bay as a premium affair for the SMEsector. Secondly, a mini research which was carried out, did illustrate that most of theorganisations such as Kandy Fashion store (Pvt) Ltd (2016) didn’t have comprehension inthe Digital media marketing. Despite the digital media being a unique platform compared to traditional media, and beinglow cost, it will be important for organisations and predominantly SMEs to capitalise in theDigital world. How does this business make money?The business will make money, by proposing revenue share deals. A share of revenue fromthe promotion campaigns carried out by the organisation will be requested. An organisation– which does not capitalise on the venture will lead to negative consequences in the marketplace. Justification5 | P a g e The justification for the concept is that the current advertising agencies are only focusing onbig names. Established corporations, and always look forward for awards such as Chillies(2016). The awards are predominantly given for brands which have been able to maintainstrong presence in the market, and win a campaign with a larger budget. This is however, not the reality for the SME sector in Sri Lanka, which contributes to 80% ofemployment. (Central Bank Sri Lanka, 2016) Though micro in size the SME sectororganisations are able to gain popular support, and much needed attention from the market. 2.2 Opportunity gapDaft (2014) defines opportunity gap as the current market, that is not serviced. It will beimportant for organisations to clearly establish key opportunities which are important toderive a clear business opportunity. - The first opportunity gap is the low value mass marketThe first opportunity gap is the low value mass market that is available. Understanding thedifferent opportunities in the market is important. The mass market, does provide a sufficientprogram and progress to effectively launch a new venture. - Secondly, the lack of specialised advertising agencies- The small range of advertising agencies, or handful of it, only caters to biggercorporations such as Nestle, Unilever or Ceylinco. The sheer large scale clients whopay big are considered important for these organisations. FeasibilityThe following range of feasibility analysis could be carried out which are essential to derivingsufficient, analysis prior to launch of the project in the mass market. 6 | P a g e - Market feasibilityThe market is acceptable with the product offering, where the chances of the productsucceeding are very high. The mini research that was carried out, amongst 100 peopleconfirmed the following:I W O U L D A P P R E C I AT E A M A R K E T I N G A G E N C YT H AT B R I N G S S A L E S F O R M E Agree Disagree Figure 1: Success of the IdeaPreferred income 50 40 30 20 10 0 Monthly fee Commission Project based Only visibility based Figure 2: Preferred payment option by retailers/ SME ownersIn the questionnaire based research that was carried out amongst the market and the keyemployees, it was identified that predominantly, staffs preferred a performance basedcommission payment.7 | P a g e The market has a specific opportunity to be capitalised upon. Raising investments anddriving markets will be required for a business to capitalise the opportunities driven towardsthe business. Following market statistics could be presented, compiled from a number ofsources such as Daily FT (2016), Central Bank (2015), Ranasinghe and Co (2013). Table 1: Key statisticsNumber of SMEs 4 MnNumber of Medium scale (Pvt) Ltd companies 2 MnActive companies in the Companies registrar 6 MnRetail and Fashion (Pvt) Ltd 3 MnThe above table clearly justifies the market and prospective opportunities in the market to becapitalised upon. The discussion does involve, appropriate considerations to be made on theaspects of management and marketing, which is essential to understand. - Commercial feasibilityThe commercial feasibility of the business project launching the business project, alsorequires careful consideration on the aspects of planning, financially and people wise, inorder to better manage the requests. It would be considered as a core function fororganisations to effectively deliver key advantages which are most useful. McDonald (2014) articulated that it is important for organisations to clearly recognise thefunctions of product feasibility and effectively respond to it. Careful planning and strategizingcould be identified to be core functions and skills which are essential for the planning andexecution process.Financial feasibilityKey costs involved in this project:8 | P a g e "