Writing a business plan is essential to starting and running a business correctly. It creates a roadmap and document to clarify your vision, set goals, and state the necessary steps to implement the plan. A business plan confers the following benefits:

• Writing a plan encourages research and analysis of pertinent information for planning.
• Encourages strategic planning, a brainstorming exercise used to think and create clever ideas, concepts, methods, models, actions and strategies for starting and running a business competitively and profitably.
• You can use the document to attract investors, partners and employees.
• A business plan creates a roadmap which guides you in starting and running your business well.

Registering a company in Kenya is an online process that entails several steps, including choosing a company name, preparing and uploading the required documents, and submitting the application to the Business Registration Services. Registering a company is vital for a business that wants to operate legally, build a foundation and a brand and take advantage of many business opportunities available to a legally registered company. The main steps include:

1. Name selection, search and reservation

2. Assembling and preparing necessary documents

3. Completing forms online and submitting/uploading documents

4. Downloading, printing, signing, scanning and uploading for BN-2 form

5. Paying the necessary fees

6. Downloading the registration certificate

This article describes the registration of a business name for unlimited enterprises. Registration of a name for a limited enterprise is a separate process with its requirements. Typical unlimited businesses are sole proprietorships and unlimited partnerships, and you can register a business name in Kenya for one of these enterprises. A sole proprietorship is a business by one individual, while a partnership involves at least two people. However, the registration process for a sole proprietorship and unlimited partnership are similar except for partnership details. Sole proprietorships and partnerships are suitable for freelancers, consultancies, creatives, retailers, wholesalers and anyone who wants to try business in a small way before starting a company. The name registration process involves the following steps:

Step 1: Choose a business name and apply online to the Business Registration Services to reserve the name

Step 2: Assemble the requirements, including eCitizen account, Identity Card, KRA PIN, Photo, personal and business addresses, partnership deed, proposed business activities and form BN-2.

Step 3: Create an eCitizen account and log into it to complete the BN-2 form and upload the required documents

Step 4: Download the BN-2 form, print, sign, scan, upload and submit it

Step 5: Pay the necessary fees using the payment methods provided on the eCitizen portal

Step 6: Download the registration certificate when you get the approval notification in your email
 

A business name, brand and branding are aspects that form the identity of every business. A name is a unique identity of a company like Toyota Motor Corporation. A brand is typically the name of a company's product, like Toyota Prado or Landcruiser. A brand is a unique identity, like a name and other identifying marks, and usually has a positive reputation in the eyes of consumers. Branding is creating a unique name, character, and different features for the business and its products and engaging in marketing activities to popularize the company and its brands (products). A name should be creative, catchy, easy to write, read, pronounce, and indicate the company's work. It should project the product's promises, qualities, benefits and the job it will do for the customer. For a product to have brand status, it must have enduring benefits, do its job well, be durable, and make a customer feel good or satisfied by owning it. A marketing campaign (branding) to promote the company and its products must identify a product's benefits, praise them, and connect them to the name of the product and the manufacturer in the eyes of potential consumers to create a lasting appeal.

A viable business is born of a problem-solving business idea. To identify business ideas, you must imagine, self-search, and search the consumer universe to find sustainable ideas and things you would love to do. The business idea you come up with should have matchless appeal, solve a problem for people (filling a void, a gap or a need in the market), and be profitable. A good business idea addresses people's concerns or removes pain for them. However, you should know people do not buy a product or a service for its features and benefits. Instead, they hire the product to solve a problem they have. Harvard Business School Professor Clayton Christensen developed the Jobs To Be Done (JTBD) theory, which states that customers don't simply buy a product, service or its attributes - they "hire" it to do a "job" they need to be done. Some of the ways to identify JTBDs include:

1. Take stock of your knowledge, skills and experience.
2. Solve a problem that bothers you or others.
3. Talk to and observe customers at work to discover their needs.
4. Produce a better and cheaper product than the market.
5. Fill gaps where customers are under-served in products, services, delivery systems and customer care.
6. Produce something that enhances people's pleasure and esteem.
7. Save money and time for people.

Merits and demerits of starting your own business

Self-employment is having your own business. A business is an activity that creates and delivers something people want to buy and provides a profit for the owner. Running your own business seems attractive, but it has pros and cons you should consider before setting up your business. Here are the pros and cons:

 Pros include:

1. Personal freedom and flexibility.
2. Potential significant financial rewards.
3. Has higher job satisfaction and self-esteem.
4. Opportunities to learn from your own mistakes without losing your job.

The cons include:

1. The risk of failure and loss.
2. Long hours of hard work.
3. Higher financial responsibilities.
4. Higher operational responsibilities
5. Insecurity and uncertainty.
6. Less free time.
7. No employment benefits.
8. No job security.