Published: 21.01.2008.
Language: English
Level: College/University
Literature: n/a
References: Not used
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Table of contents
Nr. Chapter  Page.
  Abstract    2
  Introduction    4
  Establishment and present situation    5
  Establishment    5
  Noticing the opportunity and starting the venture    5
  The mission statement    5
  Present situation    7
  Services    7
  Strategy    7
  Target Market    7
  Resources    8
  Overview    8
  New opportunities    9
a)  Identifying a promising opportunities for “APZ” company    9
b)  Evaluation of the opportunities    10
c)  Resources needed    10


Actually it seemed always interesting to know how did people decide to take an opportunity to start their own business and how did they choose the most correct and successful idea they had. It has been always fascinating how easily sometimes entrepreneurs can create a worthy company.
In our report we are analyzing the company “Augstāk par zemi”, which was established 3 years ago by three young women having only one laptop, a lot of ideas and a wish to work on their own – not to depend on boss. They didn’t want to wake up at exact time and listen to commands of their chief. So they decided to have their own business. This group of friends evaluated what they can do and what they prefer to do and so they came up with a proposal to start preparing events as they had some experience of this kind. At first they were making corporative, private and social events, but after some time as their proficiency grew and some obstacles with social and private events occurred, they decided to concentrate on corporative kind of events. From that time their team has grown to 5 members and now their office is located in the center of Riga.This report analyzes the company “Augstāk par zemi” (APZ; Up the ground). This company was founded when three young women were sitting in the café with one laptop and thinking what should they launch in order to get successful business going. So after some time of brainstorming they came up with idea of event making, which satisfied them all. At first it was all kinds of events: corporative, private or social. Afterwards their company excluded private and social events due to some negative experience. We used Saras Sarasvathy’s model of effectual reasoning and Chapter 4 in Compendium (p. 214-227) to describe the effectiveness of the company, its possible advantages and disadvantages, and SWOT analysis to find more future opportunities and ways of handling with disadvantages of the company. While writing this report we got an overall understanding how these models work and how to use them correctly. …

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