Abstract
Abstract. The article proposes a business model for the development of small business in the regional market of services in Ukraine on a generalized methodological approach; the main aspects and parameters of development of hotel services are revealed. The main purpose of the research is to develop a methodological approach to marketing substantiation, organizational and economic characteristics and management of a small business to provide hotel services on the example of a hostel. Systematization of literature sources and approaches to solving the problem of using strategic management for local small businesses indicates the need to develop a universal business model for the development of hospitality services, taking into account the characteristics of the regional market and other important factors. After all, thanks to a well-chosen for a specific time and a specific market environment, the business models of the company achieve a stable competitive advantage. The rapidity of market changes in the economy of Ukraine and the spread of entrepreneurship actualize the creation of effective algorithms and methods of approach to marketing justification and strategic management of small businesses. The object of research is the business model of future business in terms of implementing a business idea for the local market. The research was carried out using modern general scientific and special methods: business idea map, PEST-analysis, Osterwalder’s business model, determination of business value by cost, income and market approaches, sensitivity analysis to determine the degree of business risk. The information base of research consisted of statistical and organizational, financial reporting of small businesses for the provision of hotel services. As a result of the research, an algorithm for opening and analyzing the work of small businesses to provide hotel services on the example of a hostel was developed. The methodical approach consists of stages: development of a map of a commercial idea; analysis of a potential commercial idea and problems that can be solved in the case of implementation of this commercial idea; consolidated PEST analysis; description of the model of consumer service behavior of hotel services; analysis of project business competitors; drafting a practical philosophy of small business; drawing up a business model of a small project enterprise; resource substantiation; project risk assessment. The proposed methodological approach can be applied to develop a business plan for small business opening a hostel for the development of the regional market of services. Keywords: business plan, marketing plan, card of the business idea, degree of risk of business, hostel, outline of Osterwalder’s business model, PEST analysis. JEL Classification M31, М21, R15, R30 Formulas: 0; fig.: 1; tabl.: 6; bibl.: 23.
Highlights
The significance of entrepreneurship increases at a regional level in the conditions of realization of market transformation policy of the economy of Ukraine, the new principles of the entrepreneurial structures formation and development are being formed [1]
The purpose of the research is to develop a methodological approach to the marketing substantiation of a small business enterprise to provide hotel services on the example of a hostel
The research methodology consisted of the following stages: development of a map of a commercial idea; analysis of a potential commercial idea and problems that can be solved in the case of implementation of this commercial idea; consolidated PEST analysis; painting of the model of behavior of the consumer of hotel services; analysis of project business competitors; drafting a practical philosophy of small business; drawing up a business model of a small project enterprise; resource substantiation; project risk assessment
Summary
The significance of entrepreneurship increases at a regional level in the conditions of realization of market transformation policy of the economy of Ukraine, the new principles of the entrepreneurial structures formation and development are being formed [1]. Almost all enterprises experience the substantial evolution of the market environment, that requires managers to take into account the peculiarities of markets origins, the correlation and dynamics of supply and demand, changes in the competition intensity, approaches to the coordination of efforts, main factors of success on the market at the current stage of economic development. Under such conditions the well-matched methodical approach for the analysis, enterprise business-model increasingly becomes the source of its successful operation in the market [9; 10]
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