Page 1 of 9MNG91002 – Entrepreneurship and MarketingSession 1, 2016Assignment 1: Case Analysis – ZambreroCore Information: Due:Weighting:Individual/GroupWord limit:Before 11:00 pm, Friday 8thth April 201620%Individual Assignment1200-1500 words in total (plus or minus 10%) Please read the following article, sourced from http://www.australiaunlimited.com/business/aprince-among-men. Questions related to the article will appear following:“Here I am, a Scottish-born Australian doctor with Sri Lankan heritage running a chain of Mexicanrestaurants and doing aid work in the Asia-Pacific region in places like Cambodia, Sri Lanka andVietnam and now in remote communities in the Northern Territory,” says Dr Sam Prince. “So I guessI find my life a bit of a mess.”It’s a mess that many other 28-year-olds would like to find themselves in.Prince started the restaurant chain Zambrero Fresh Mex Grill at 21 while still at medical school andhas gone on to grow the chain to over 17 stores while holding down a full-time job as a doctor. With170 staff and an annual turnover of $13.7 million, BRW magazine named it the fastest-growingfranchise in Australia for 2011.Soon afterwards, Prince set up the Emagine Foundation, through which he’s built 15 schools in SriLanka, Vietnam and far north Queensland, and plans 100 more in the Asia-Pacific region by 2014.Then there’s the ‘plate for plate’ initiative, which means for every meal sold at Zambrero, a plate offood is donated to the developing world. Working through its distribution partner, Action AgainstHunger, it has already delivered 279,000 plates of food to the Therapeutic Feeding Centre in Liberia,Africa.Prince is also chairman and founder of One Disease at a Time, set up in 2010 to work on eradicatingscabies, a disease rife among Indigenous communities. His prodigious achievements saw him namedas the 2012 Young Australian of the Year for the Australian Capital Territory.“Sam Prince does the work of 100 men, improving the lives of thousands through his innovativemedical, business and aid projects,” stated GQ in naming him the 2011 Man of Chivalry in its annualMen of the Year list.When we meet at the Hilton Hotel in Sydney, Prince, who lives between Canberra and Sydney, is ona six-month sabbatical from practicing medicine. But this is no schoolboy break – he’s using the timePage 2 of 9to set up a stem cell company and an alternative energy company. He’s also planning to open about30 new restaurants in Australia, taking the number of Zambrero outlets to 50 by the end of the year,and fit in some fieldwork in East Arnhem Land before returning to clinical practice in the middle ofthe year.From the wise age of 28, Prince admits to being fairly naïve when he first headed to Asia as a 21-year-old. He’d made a bit of money in business and wanted to give something back. He chose SouthEast Asia as the initial focus of his aid work because he’d seen the value a free education had givenhis own parents who came from humble beginnings in Sri Lanka.He learnt three significant lessons.Lesson one: before you do any kind of aid work ensure you have a clear understanding of what youbelieve is a basic human right and what you believe is a basic human responsibility. And, yes, there’sa clear line between the two, he says. “As doctors we take the Hippocratic Oath of ‘first do noharm’. If you actually don’t understand where that line is you can end up harming people by takingpower away from them when you start doing things that you think are basic human responsibilities,”says Prince.“You have to run an aid organisation with the same rigour as you would a business.”Lesson two: When he thinks back to working in emergency departments in hospitals, he recalls thelook of sheer desperation in the eyes of people wheeled into the emergency departments aftersuffering a medical emergency, such as a heart attack. He saw the same look in the eyes of thepeople he was helping. “It’s the eyes of people who are truly desperate for your help, money, time,effort, education or healthcare,” says Prince. “For me to sleep at night and to be able to look into themirror and know that I’ve done things ethically every step of the way I knew I could have no agenda.No political or financial or religious agenda. That seemed so important to me and it was a value thatwe didn’t ever cross.”Lesson three: You have to run an aid organisation with the same rigour as you would a business. “Ithought that just because people were in need and needed a hand up that they were all goodpeople,” he says. “The reality is that’s not the truth. People are good and bad, just like there aregood and bad people in every other demographic.”From Asia, his focus shifted closer to home to indigenous communities. The idea behind One Diseaseat a Time was sparked by a conversation with one of his mentors, Frank Bowden. The professor ofmedicine at the Australian National University Medical School had eradicated the sexuallytransmitted disease donovanosis out of Australia permanently in four years at a cost of $4 millionand 10 staff. “That’s not a lot of money, time or resources and I thought ‘wow, that’s something Ican do as a doctor, aid worker and entrepreneur’,” says Prince.Professor Bowden, who sits on the board of One Disease at a Time, first met Prince when he was aresident medical officer at the Canberra Hospital in 2008. “He was already running a number ofbusinesses and had begun his philanthropic work in Sri Lanka,” says Professor Bowden. “I amconstitutionally suspicious of medical entrepreneurs who, in my experience, can put the pursuit offinancial gain before the desire to care for their patients. The exact opposite applied to Sam – theson of one of my friends had been looked after by Sam in our emergency department one Saturdayafternoon. My friend described the appearance of Sam amid the controlled chaos of the hospital assomething like a magician waving his wand to create a bubble of peace and calm around his son.This is a special and rare talent.”Page 3 of 9Another key person involved with One Disease at a Time is Professor Jonathan Carapetis, head of theMenzies School of Health Research at Charles Darwin University. His research revealed a linkbetween skin infections caused by the scabies mite and the potentially fatal rheumatic heart disease.The mite that gets under the skin can also lead to kidney failure. While the disease doesn’t registeramong non-Aboriginal Australians, in communities such as those in East Arnhem Land, seven out of10 children are infected with scabies.Prince takes the question of ‘why Aboriginal health?’ as a philosophical challenge. His view is thatwhile not everyone should end up in the same place, everyone should be given a chance to start offat the same place. “While education is great at liberating people from dire circumstances,” he says,“there’s a basic level of healthcare you need to reach before you can then go on to catapult yourselfwith a great education.”This realisation flipped the hierarchy of basic human rights for Prince from education one,healthcare two, to healthcare one, education two.When his mother, Dr Thilaka Prince, topped the district in her final exams in her rural village nearGalle in Sri Lanka, his maternal grandfather was distraught because he couldn’t afford to send her touniversity. Never mind, his mother won a scholarship to study economics at Colombo University andwent on to get five degrees. Another scholarship took her to the UK to do a PhD in statistics; Princewas born in Dundee, Scotland, five days after she finished her doctorate. Her journey would shapewho he would become.“I’d been born in to a completely different world – one where everything was possible if I put mymind to it – to the one she had known,” says Prince. “And I owed it all to a very humble beginning. Itwasn’t just me who benefited from this. My Mum continued her life with a great amount of dignityand passion and a deep-seated responsibility to give something back to her family and thecommunity to which she came from.”The Prince family moved to Canberra in 1986 after his parents decided it was safer in Australia thanSri Lanka because of the civil war. While they’d lived in the relatively safe Colombo it was hardly asafe haven considering the prevalence of suicide bombers. “It didn’t matter where you lived, it didn’tmatter if you were living in the front line or Colombo, because your kids might go out one day to amarket and that could be the end of their lives, or they could be seriously injured,” says Prince.“They decided they didn’t want that for myself and my sister and they decided to emigrate. Mumwas an amazing statistician and got a job in the Australian Bureau of Statistics.”Prince obviously inherited his mother’s penchant for study. He did his final years of high school atLake Ginninderra College and at 16 was at Australian National University (ANU) studying literatureand astrophysics. After a year he decided he preferred biology, and its practical application inmedicine, and enrolled in med school. He graduated with a Bachelor of Medicine and a Bachelor ofSurgery at Monash University before returning to Canberra.His mother is now retired. But after all the sacrifices she made she’d probably prefer it if he was justa doctor.“She gets a bit worried when I get stressed out about other things, but it’s very interesting becauseshe had a life of struggle and now while I’m not struggling, I am working very hard,” he says. “You dowhat you’ve learnt and seen and I’ve watched my Mum work hard all her life, so I don’t think I cando anything differently.”For the past decade, he’s been getting by on four hours sleep a night. Asked about the risk ofburning out, he admits it’s his biggest fear.Page 4 of 9While medicine has always been a really fulfilling career for Prince – he loves the patient care, theart of the bedside manner, and the challenges – he recalls going through a process where he thoughthe was an entrepreneur masquerading as a medical student rather than the other way around.In 2009 Prince appointed his first chief executive officer, Stuart Cook, to run the Mexican food chain.He’d met the then 23-year-old Cook on a bus on the way to the Taj Mahal. Prince was in India to pickup an award from the Junior Chamber International making him one of the 10 Outstanding YoungPeople of the World in 2008. The award was in recognition of the aid work he’d done in South-EastAsia. This included the aforementioned 15 schools and the public education campaigns he’d run inSri Lanka to reduce the number of deaths from snake bites and dengue fever.Prince says the financial success of Zambrero has essentially bought him his freedom.“You can get to a point in life where you are not forced to do anything, you are not forced to go towork 9-5 for a job or a career because you’ve got golden handcuffs to a house that you can’t quiteafford, and you have to do this work for a third of your life,” he says. “I figured out early on thatwhat makes me really happy is adventure and discovery. If I have those two things in my life I amreally, really happy.”While his plans to roll out 30-plus new restaurants this year sounds risky, Prince claims he’sinherently averse to risk. All the restaurants in the chain are profitable and have grown organicallyrather than by taking on debt.The idea of starting a restaurant struck while he was working at a chef in at a Mexican restaurant toput himself through medical school. He saw the growth of a new sort of Mexican grill in the US and agap in the market locally for fresh, healthy, gourmet Mexican food. He opened his first restaurant inCanberra in 2005 with an investment of $10,000.“It was one of those things that you feel so strongly about that you actually have to do somethingabout it,” he says. “Plus I love Mexican food. I was absolutely obsessed about chocolate mole,nachos, chipotle and jalapenos. Real Mexican food is so different to what Australians had beentaught to expect.”While he doesn’t know exactly what drives the extremely ambitious Prince, Professor Bowden saysunlike most entrepreneur/philanthropists who make their money and then distribute it in theirfifties, Prince seems intent on distributing it now. “I would venture that some of his motivation iscompetitive – he likes to succeed where the stakes are high, but his actions are underpinned by aphilosophy of service to the community,” says Professor Bowden. “I have pushed myself to do newthings and to persist where I may have otherwise given up after talking to him about his ownsplans.”He adds that the elimination of scabies from East Arnhem Land is an incredibly difficult task and noone has any illusions that a simple investment of more money will solve a complex problem that is asmuch a social issue as a medical one. However, Professor Bowden is confident that the energy Princehas already expended and the relationships he will continue to develop will pay off.“You have to be patient with initiatives in Aboriginal health. But you also have to be brave andresilient as there will always be people who will criticise your actions and question your motives,”says Professor Bowden. “I have no doubt Sam will persevere and that we will be able to develop asuccessful model that can be applied in other communities in Australia.”Prince clearly clocks up an impressive number of hours each week, but for him work and play blendinto one. For the past decade he’s been getting by on about four hours sleep a night. Asked aboutthe risk of burning out, he admits it’s his biggest fear, something he’s constantly pontificating aboutPage 5 of 9with his friends, mentors and colleagues. Perhaps harking back to that year of literature at ANU, hereads out a quote from Ayn Rand that sums up his feelings about living a full life.“… It is a sense of enormous expectation, a sense that one’s life is important, that greatachievements are within one’s capacity and that great things lie ahead. It is not in the nature of man,or that of any living entity to start by giving up, or spitting in one’s own face and damning existence.This requires a process of corruption whose rapidity differs from man to man. Some give up at thefirst touch of pressure, some sell out, some run down by imperceptible degrees and lose their fire,never knowing when or how they lost it…”Giving up is simply not an option for Prince, but the reason he manages to get so much done is he’sattracted a team of talented people around him. About 300 people are involved in his variousenterprises.Samantha Cran, chief executive officer of One Disease at a Time, first met Prince at a business/networking event. She recalls being taken aback by his ability to translate his core values into actionsand felt she had to be part of the movement. She started as a volunteer before becoming the CEO.“Sam is the ultimate definition of an entrepreneur,” says Cran. “Whether it’s in business orhealthcare, for each industry he is the visionary who can see a gap in the market before others doand then diligently backs himself to fill it. He also has the tenacity to push through any barriers – it isthis ‘will’ that people recognise early and are truly inspired by.”Prince puts the willingness of others to get involved down to him wearing his dreams on his sleeves.“By virtue of claiming it and saying, ‘I want to do this’, and being open about it, this activates thepeople around you,” says Prince. “I think there’s just such an abundance of people who can helpyou. We live in a scarcity concept where we feel like there’s only one person in the world who canhelp you achieve your dream, there’s probably 10 of them and they are probably sitting in this caferight now.”The Overall TaskThe following questions are all based on the above Zambrero article published in AustraliaUnlimited. Basing your arguments on the topics that you have studied in the first five weeks of thisunit, write a report addressing the following two questions:a) Entrepreneurs have been identified as having certain traits and characteristics. Discuss theextent to which Zambrero founder Sam prince exemplifies these traits and characteristics.Justify your response with reference to academic sources (e.g. academic journal articles,textbooks, etc.).b) The article clearly outlines what we might consider ‘social entrepreneurship’, whereby anentrepreneur establishes and/or leads an organisation or initiative engaged in social change.Outline three current trends that illustrate the social entrepreneurship movement. Again,you should be looking to use academic sources as the foundation of your review. Wikipediaor web blogs are not considered as ‘sound’ academic sources.Page 6 of 9Write up your analysis. This should be in a report format. Here is a suggested structure:a. Executive Summaryb. Introductionc. Analysis of Entrepreneur traits/characteristics (ie. linking them to Dr Sam Prince)d. Recent Trends in Social Entrepreneurshipe. Conclusionf. Referencesg. Appendix (if required)Submit the report via the Turnitin Submission Link (under Assessment Details on the Blackboardsite)…be fully aware of the plagiarism rules in the School; plagiarism will not be tolerated.The marking criteria for the assignment can be found on the following page. They are published togive you detailed guidelines about the way in which your mark will be calculated. Please read themcarefully. Note that they are a guide, not a definitive formula for allocating marks, and no set ofcriteria can accurately describe every possible assignment. Your final mark will reflect the applicationof academic judgement by your marker to your whole assignment.Page 7 of 9MNG91002 – Entrepreneurship & Marketing (Session 1, 2016)Assignment 1: Case Analysis – Zambrero Ratings and Comments According to CriteriaMarkExecutive SummaryProvides a properly constructed and correct length executive summary:Excellent Very Good Good Satisfactory Needs Development PoorThe executive summary provides a brief overview of the purpose of the report and an effective summary ofits content:Excellent Very Good Good Satisfactory Needs Development PoorFurther Comments as necessary:/10Introduction.Properly describes the task and sets up the report content that follows:Excellent Very Good Good Satisfactory Needs Development Poor NAPlaces the assignment in context in terms of discussing the nature and importance of entrepreneurs, thegrowth in social entrepreneurship, and the challenges entrepreneurs generally face:Excellent Very Good Good Satisfactory Needs Development PoorFurther Comments as necessary:/5Case QuestionsEntrepreneurs Traitsand CharacteristicsIdentifies and discusses the core entrepreneur traits and characteristics discussed in the literature:Excellent Very Good Good Satisfactory Needs Development PoorRelate these traits/ characteristics to the case of Dr Sam Prince:Excellent Very Good Good Satisfactory Needs Development PoorFurther Comments as necessary:/35Trends in SocialEntrepreneurshipProvides an analysis the trends in social entrepreneurship:Excellent Very Good Good Satisfactory Needs Development PoorProvides plausible arguments supporting the above analysis (using academic sources):Excellent Very Good Good Satisfactory Needs Development PoorFurther Comments as necessary:/35 Page 8 of 9 Conclusions:Draws sensible conclusions based on the analysis and discussion:Excellent Very Good Good Satisfactory Needs Development PoorConclusions reveal key learning to be taken from the analysis:Excellent Very Good Good Satisfactory Needs Development PoorFurther Comments as necessary:/5Technical andProfessionalismAspects of the ReportIn-text citations and proper referencing (note: an absence of in-text citations and referencing may lead topenalties beyond the marks allocated for this criteria point):Excellent Very Good Good Satisfactory Needs Development PoorAppropriate sources used and referenced:Excellent Very Good Good Satisfactory Needs Development PoorPresented in well-thought out, consistent, readable form/appropriate length:Excellent Very Good Good Satisfactory Needs Development PoorStyle, spelling, grammar and syntaxExcellent Very Good Good Satisfactory Needs Development PoorFurther Comments as necessary:/10Summary Comments as Necessary: School extension policyStudents wanting an extension must make a request at least 24 hours before the assessment item isdue and the request must be received in writing by the unit assessor or designated academic.Extensions within 24 hours of submission or following the submission deadline will not be granted(unless supported by a doctor’s certificate or where there are exceptional circumstances – this willbe at unit assessor’s discretion and will be considered on a case by case basis). Extensions will be fora maximum of 48 hours (longer extensions supported by a doctor’s certificate or exceptionalcircumstances to be considered on a case by case basis).Page 9 of 9A penalty of 10% of the total available grade will accrue for each 24 hour period that an assessmentitem is submitted late. Therefore an assessment item worth 20 marks will have 2 marks deducted forevery 24 hour period and at the end of 10 days will receive 0 marks.Extensions will NOT be approved because of problems with personal computers or storagedevices. Back up your work every day to a secure location.
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