case

DynaTech Inc.

Deliverable 1: Organization, Industry, Mission, Culture, Structure

· Define Company (product, service, industry, competitors). Note that your company must be based in the United States. Is the company you created in a good industry to go into? Why or why not (support your conclusions)? Who are its competitors? (10 points)

Our company primarily provides technology maintenance and repair for the elderly. While our primary focus is on the elderly population of Fort Lauderdale, Florida, we also provide technological services to people of all ages who are seeking to gain technological knowledge. In addition to repairing our customers’ technology, we offer courses to provide knowledge about the latest technology as well as in-house information sessions and tutoring.

Elderly technology maintenance and repair is a profitable industry to go into because there will always be elderly people within our society that aren’t up to date with the current technology because the technology industry is rapidly changing. The older generation did not grow up in a technologically advanced society and therefore it is possible they are not as educated on the latest technology as the younger generation. DynaTech allows for the elder generation to be included in our technologically advanced society if they wish to be. Our competitors are tech companies in the Fort Lauderdale area, such as Tech Pro, Direct Technology Group, as well as The Geek Squad and the Genius Bar at Apple. These companies also provide technological services but they differ from our company in that we primarily provide services for the elderly, as well as tutoring sessions and in-house training.

· Define the purpose of your business, where you are starting out (first location) and why you chose that location, your target market, and how you are going to distribute and market your product/service. (10 points)

The purpose of our business is to assist the older, less technologically savvy population when it comes to its use. We are open to helping everyone, but the primary need to help is within the older community. Our vision is simple, we want to make people’s lives easier.

We have decided to start DynaTech in Fort Lauderdale, Florida because it’s one of the largest market for the elderly. It’s no secret that after people retire a lot of them move, and usually to a warmer location. According to marketwatch.com, Florida is the number one state in the United States in regards to retirement migration. There was a net migration of 57,724 people age 60 or higher to Florida, which is more than the next four most people states combined.

These two snapchats emphasize our industry which is Electronic & Computer Repair Services in the US. Although there’s a small decline in growth, we believe that it’s still a sizable industry and the fact that it has no major players is huge; it means that competitors will be slim and entering the market will be easier in respect to other markets.

Our target market are the elderly (60+). There’s a certain threshold in terms of age when it comes to people becoming worse at using technology and we feel that this age is an accurate depiction of this said threshold.

When we first start our company we are going to have all of our employees reside in one office in downtown Fort Lauderdale. Eventually we will grow and need more offices within Fort Lauderdale. We will then expand to other populous areas in Florida and eventually move into other states based on how big the target market is in that specific area.

Dynatech will have individual stores that elderly people can go to as well as vans that we will use to get to the customer when they need help and don’t want to/can’t travel to the store. So, the vans will be how we distribute our service. Starting off, advertising will be a cost that we really won’t be able to afford so we’re hoping that word-of-mouth and flyers will be enough to get our name out there. Eventually, as we grow, we hope to be able to afford more costly advertising like Television Ads.

Define the vision of your company. Define company’s mission statement in one sentence that describes your purpose and goal as a company. Then, explain how your vision and mission relates to your business model and how you plan to carry out these out in your organization. Where are elements of your vision and mission supported throughout your company? (10 points)

Our vision as DynaTech is to be a community-based learning center focused on bridging the educational gap between emerging technology and aging populations. This goal was shaped out of our realization that as advancements in technology continue being made in quick succession, more and more individuals are falling behind. As DynaTech, we hope to provide the resources necessary to increase the technological skillsets among these groups. But how do we as an organization plan to make this long-term goal a reality? Our mission statement, or the means to achieve our vision, is as follows: “DynaTech strides to enhance personal digital and technical skills through our primary dynamic-learning opportunities and supporting technology resources”. Our statement is simply a reflection of the many services we provide to our customer, divided into two categories. Among the supporting technology resources include a repair service and a physical store for hardware purchases. Now these “dynamic-learning opportunities” mentioned are the primary factor of our business model. It is this emphasis on developing a skillset in every customer that distinguishes us from our competitors. As such, our educational services will include weekly classes covering internet and technical based topics, and informational hotline for quick Q&As, as well as the possibility of adding future in-home learning sessions as our company grows.

As our primary focus is on providing a quality education experience to our customers, DynaTech looks to reinforce applied learning through all aspects of its business model. Internally, DynaTech aims to hire quality applicants that have demonstrated a desire to teach alongside extensive industry knowledge. It is important for us that we maintain a reputation of industry professionalism similar to that of university professors and long-time field experts. If there is a question related to anything hardware or software, we want our consumer base to immediately think we are the most reliable resource available to them to get a solution.As the digital era continually advances at a growing rate, so too must our own experience and knowledge. In particular, any efforts to enhance staff knowledge and experience are not only welcome but encouraged. DynaTech hopes to offer opportunities such as these to our employees through attending technology conferences surrounding a variety of topics such as mobile phones, cameras, software, and many others. Making sure that we have engaging teachers and technicians, as well as knowledgeable salesmen helps us save face from all aspects of our business model.

Being a community-based company as well, DynaTech hopes to become an active member of, initially, the Fort Lauderdale neighborhood. In providing in-home services, we hope to raise exposure of ourselves and our company through branded vehicles taken to each job site. Further down the road, we hope to integrate by collaborating with the community and hosting educationally focused tech events within the Fort Lauderdale community. Overcoming certain educational barriers can be a daunting and sometimes even discouraging task if done incorrectly. DynaTech hopes to mitigate this through events and interactive classes that address individuals of varying skillsets in a positive skill building environment.

· Define the Why, How, What, Where, Who, and When model for your company. Describe the characteristics of your employees, what you expect of your employees, what values you are going to instill in your employees, and what the environment of your business is going to be like. If you think that your culture is going to change or if you plan on changing it as your company grows, describe the changes. Provide specific examples illustrating your company’s culture. (10 points)

Values of my Employees

As has been stated before, the company’s target market is the baby boomers that are not technology savvy. However, dealing with seniors can be frustrating especially for young employees because; at times the age factor becomes an issue. The older adults can be disturbing because they look at the young employees like children, and may frustrate their efforts in helping them learn about technology. The following values will be instilled on the employees. It will be important to ensure that the employees become effective communicators (Morabito 58). They will know when to teach and when to listen to the seniors. It is also imperative to display a sign of respect through communication to the elderly during the teaching process. The employees should also be prepared to answer the age question on a regular basis, and the best answers to provide to ensure that it does not become an issue. It will also be important for the employees to learn to seek respect instead of valuing approval. They should realize that their primary duty is to educate, and they should ensure that the seniors who are students while at the same time clients, understand this notion clearly. Also, they should learn to develop one-on-one relationships with their students to build a teacher-student culture. Our company’s culture is to ensure that the learning process is fun and accessible to everyone who wishes to learn.we will start in Fort Lauderdale, Florida. Our business hours 7AM-6PM MON- FRI and reservation on week end. Physical store, in-house repairs, & information hotline

Environment of the Business

The learning process will be simplified in such a manner that the seniors will feel that they are learning something new on a regular basis. If they feel that the class is complicated, there is a high likelihood that they will quit because; they will feel that they do not need such classes. The learning process will also be fun, ensuring that they look at it more as a hobby. Most of the seniors have a lot of time on their hands, and if they feel the classes are fun, they are more likely to invest in these classes.

· Outline the Organizational Structure for a 5-10 employee, 75 employee, and 400 employee business. You should include an organizational chart determining the lines of authority, scope of positions, and communication within the company for a visual aide. What type of Organizational structure are you creating for your company and why did you choose that structure? (10 points)

The type of organizational structure we chose for DynaTech, Inc. is a flatter organizational structure. Our company is implementing this structure for each size of the company as it continuously grows. It is important to us that all employees feel that they are able to communicate clearly and easily will all management and departments to increase productivity and idea generation. While maintaining similar positions to the hierarchical organizational structure implementing this flatter organizational structure allows for leadership to be enforced by a few key employees while allowing employees of various levels to also have leadership experience within the company and input ideas to constantly improve and expand the business.

There are differing departments in the company to maintain a focus on specific tasks to ensure all work is being completed properly, but open communication and collaboration is the main focus of implementing this flatter structure. Each branch, or department of the company maintains a slight hierarchical approach, however, each position and tasks vary and is not formatted to specific task completion all day, everyday. We believe that this approach is best at all stages of growth for our company and early implementation of it will allow for easier flow and continuation as the company does expand.

While maintaining the responsibilities and tasks of higher management, we have retained those positions throughout our growing company. The accountants as well as financial and account managers will take care of all the company financials. Technicians and In-house instructors are responsible for the repair and instruction on the use of current and continuously evolving technology. Customer service representatives take care of customers who are not able to be serviced by an employee hands-on, but are willing to receive information virtually. Sales managers and representatives are responsible for expanding our customer basis and the contribute heavily to the continuous growth of DynaTech. Advertising specialists are focused on the physical advertisements given out by the company and maintaining the company image. Below them are the market research specialists who must remain in contact with the technicians and In-house instructors to ensure all employees are up to speed on the newest technology and are aware of how to assist any customers. Finally, the human resources department is responsible for any hiring, firing, employee relations, training, payroll, recruiting, as well as employee benefit management.

Organizational Structure: 10 employees

Organizational Structure: 75 employees

Organizational Structure: 400 employees

Morabito, Vincenzo. Business Technology Organization: Managing Digital Information Technology .. Springer Science & Business Media, 20 Oct. 2012, https://books.google.co.ke/books?id=80IdqrqAvnEC&pg=PA69&dq=ensuring+that+the+a+company+instills+the+right+values+for+its+employees&hl=en&sa=X&redir_esc=y#v=onepage&q=ensuring%20that%20the%20a%20company%20instills%20the%20right%20values%20for%20its%20employees&f=false. Accessed 14 Feb. 2017.

Hoak, Amy. "The top 10 destinations for retirees moving across America." MarketWatch. N.p., 10 Dec. 2016. Web. 17 Feb. 2017.

(2017). IBISWorld Industry Report 81121. Electronic & Computer Repair Services in the US. Retrieved February 17, 2017 from IBISWorld Database.