Douglas Orr Interview

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Introduction
This report is based on the interview of Douglas Orr, one half of the partnership within the independent opticians, Orr and Simpson Eye Care. The Ayr based company promise to continuously offer the best solution on the market, providing “world class” eye care and vision correction. Qualitative research techniques from a semi-structured interview were used to find out how Orr accessed the resources needed to start and grow the venture, whilst comparing these comments to literature and theory. The report will conclude with guidelines of how an entrepreneur should access resources for a new venture.

Analysis
Effective entrepreneurship requires tangible and intangible resources; however, it is the quality of the entrepreneurial …show more content…

Capital is synergistic, the value is more than each individual part (Brigham and Houston, 2012). Human capital is unique to entrepreneurs, although key for the progression and development of individual’s performance (Thomas, Smith and Diez, 2013). With eight and twenty years of experience, the company is based on professional talent with an extensive skill set. These perceptions expand cognitive abilities, increasing productivity and efficiency (Becker, 1964). (Goleman, 2000) indicates that successful entrepreneurial leaders do not rely on just one leadership style, they utilise all to deliver distinctive effects on the company and financial performance. The additional experience entrepreneurs develop, the greater the inclination to develop social capital. Orr used the combination of definite and potential resources to his benefit through their extensive experience within the industry, met through their efforts at establishing and sustaining relationships (Bourdieu, 1986). The company make use of bridging by extending reach across networks, …show more content…

Initially investigating into opening somewhere new, reducing competition, Orr decided he was confident enough to risk everything and open somewhere saturated, using a different approach and taking advantage of the market. This lead to one of their main hurdles, effective marketing. Primarily advertising via local press, Orr realised no start-up can outspend high-end opticians such as Specsavers. After switching predominately, they now rely on word of mouth and social media with Google Ads to require intimate data and understandings of customers and the market, allowing identification and validation of opportunities, improving the odds of venture success (Crane, 2013). Orr and Simpsons symbolic capital may be reputable, although they may benefit from exploiting the AIDA model, making customers aware of the product, convincing them the company meet their interests, creating a desire, and finally taking action. This would allow the promotion of the unique selling point, access to new markets, increase sales, eventually leading to new openings (Lamb, Hair and McDaniel,

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