Mock app for business model

The EIT Student App

PART 1

CONTENTS

1. ONLINE ACTIVITIES

I)      LINKEDIN ACCOUNT

II)     TWITTER ACCOUNT

III)    CREATE A FACEBOOK GROUP

IV)    CREATE A GOOGLE ADWORD CAMPAIGN

V)     PROVIDE ADVICE OR PRACTICAL EVIDENCE OF A WEBSITE OR BLOG ENHANCEMENT

MYAPP WEBSITE STRUCTURE

VI)    USE GOOGLE ADSENSE

VII)   MAKE A MINIMUM OF 6 COMMENTS ON GOOGLE +

VIII)      PREDICT SITE STATISTICS AND LIKELY USER NAVIGATION.

IX)    YOU MAY PROVIDE ALTERNATIVE ONLINE TOOLS TO ACHIEVE ANY OF THE ABOVE E-MARKETING STRATEGIES FOR YOUR NOMINATED ORGANIZATION.

2. THE E-BUSINESS ROADMAP

2. E-BUSINESS ROADMAP REPORT

2.1 WHAT IS THE VISION FOR THE ORGANIZATION?

2.1.1 WHAT IS THE SCALE AND SCOPE OF THE E-ENTERPRISE?

2.1.2 WHY IS THIS BUSINESS IS IN BUSINESS

2.2 WHAT ARE THE OBJECTIVES OF THE E-BUSINESS ACTIVITIES IN THIS CASE?

2.2.1 DESIGN THE TIMING OF MARKET ENTRY.

2.3 WHAT VALUE DOES THE COMPANY WANT TO OFFER?

2.4 WHAT MARKET AND CUSTOMER SEGMENTS ARE / WILL BE TARGETED THROUGH E-BUSINESS?

2.5.1 WHAT ARE THE ETHICAL ISSUES & SECURITY RISKS?

2.5.2 WHAT ARE THE & SECURITY RISKS?

2.6 IS THE E-BUSINESS STRATEGY ALONE OR WITH PARTNERS?

2.7.1 WHAT ORGANIZATIONAL STRUCTURE SHOULD THE E-BUSINESS ACTIVITIES HAVE?

2.7.2 HOW IS THE COMPANY ‘UNBUNDLED’ THROUGH THE INTERNET?

2.8.1 OUTLINE THE COST AND REVENUE MODEL.

2.8.2 DETERMINE THE REASONS FOR MAKE OR BUY DECISIONS.

2.9 HOW SHOULD THE COMPANY ALIGN THE PHYSICAL-WORLD STRATEGY WITH THE E-STRATEGY?

2.10 OVERALL SUMMARY FOR IMPLEMENTING EFFECTIVE E-COMMERCE FOR THIS ORGANIZATION.

REFERENCES

MOBILE APPLICATION EBUSINESS STRATEGY

This is a report case study of MyApp an automated navigation assistant for the students of EIT and will include an evidence section (Section 1) and outline a “Roadmap” describing the overall e-business strategy for the organization.  

This assignment will consist of a series of online marketing activities for an organization. In addition, and define an E-Business “Roadmap” strategy for the case study business MyApp.

MyApp EIT Student Mobile Application

I chose to develop a business model as the basis and target for a set of online marketing activity and an e-Business Roadmap report, this model is an online application for mobile devices with the purpose of improving the NZ EIT student’s educational experience.

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1. ONLINE ACTIVITIES

i)       LinkedIn account

                            

I searched for some connections on LinkedIn that I thought would help improve my company, some of these connections included web designers, self-employed entrepreneur’s, IT and business educators, business analysts and consultants as well as some council members I searched for potential people that I thought could offer relevant advice and insight about my proposed idea of an application that could run hand in hand with EIT online, these connections gave me advice and insight about the scope of the proposal, opinions on their views about MyApp and some ideas about different methods I could employ on how to create, manage and market MyApp as well as some companies that could advise and mitigate the company like.

ii)     Twitter account

  

I converted one of my old unused twitter accounts into the organizations new twitter account which has a few genuine business owners, management and employees who I tweeted presenting the proposed idea of the student application in hopes of receiving any input and advice I could get from them.

Once the application hit Twitter I received almost 50 follows by principles and tutors as well as CEOs, Analysts, Application designers, Promoters, Software developers, Managers and Marketing companies some of which kindly offered help.

                          

                         

iii)   Create a Facebook Group

Or entity associated with your nominated organization and attract a minimum of 10 likes or members. Capture or screenshot this evidence.

This is a Facebook page to promote the MyApp company, it would be idea to sell the product from this page as well using Facebooks Facebook Store and Shopify https://www.shopify.co.nz/facebook.

Create a Facebook Group associated with your nominated organization,

Facebook allows you to create groups, this is a Facebook group that can help for things such as notifications, promotions, subscriptions, Q&As and Surveys as well as many other strategic ecommerce processes, also it keeps the company in communication with the consumers, constant communication increases customer relations, the Facebook tool offers this.

Post industry related material from Facebook and Google plus and Twitter

          

These posts helped me in understanding my company’s direction, monetary flow and securities.

And attract a minimum of 10 likes or members.

MyApp attracted 20+ likes and followers instantly, not only from EIT but from students everywhere shown above.

iv)   Create a Google Adword campaign. 

 Employ the use of a robust web analytics software tool to monitor customer history and activity on the application web site such as Google analytics which would suffice, set google analytics set up first to track customers before starting the campaign and create tool to identify how customers are tracking the business to identify best methods of improving services and logistics

Advertisement campaign

Google Adword works off an auctioning system so I’ll pay $1.50 per click so if a user would search EIT I would come up in a hierarchy of ads depending on the amount per click a merchant is willing to pay to advertise their ad, as long as no other merchant pays more than I do my ad would be placed at the top with my limit of $150.

But 1^st the Numbers, is Google Adword the best method for me

The 1^st year marketing AdWords budget is set at a $600 limit, the 2^nd year marketing budget limit would hopefully be triple the 1^st year and the third tripled of the 2^nd year budget. But this advertising budget forecast is for the third year based on the assumption that when this business started, from the 1^st year through to the 3^rd, the AdWords budget had stayed at 50 cents per click with a limit of $150. Below is a predicted forecast for the Google AdWords campaign compared to other methods of advertising on the 3^rd year. Information gathered from this forecast will show if AdWords is a feasible method of marketing the MyApp product. Below is a comparism of multiple methods of advertising the MyApp product in a single year.

Advertising methods details

·         642 repeat customers if introduced to EIT students on the first 2 years and if at least 1000 EIT students in NZ purchased the application on the first 2 years (repeat customer continue to purchase things via the app)

·         404 Clients that came from Google AdWords Budget for year $35,900 cost $88 per new client

·         Walk by customers 195 Free

·         107 Recommendations Free

·         Hawks bay, Gisborne and Auckland Newspaper 85 Clients from paper ad with yearly budget $23.920 with $281 per client acquisition costs

·         66 Clients from word of mouth Free

·         64 Clients from billboards 2 on interstate that deal with these areas and a few billboards around Hawks bay Gisborne and Auckland 64 Clients for total of $13.000 and an acquisition cost per client of $203

·         Radio spot pulled 36 clients that costs $12.500 and acquisition costs of $347 per client

·         26 Clients from professional door hangers, 26 Clients that cost $5000 at $192 acquisition cost

·         17 Employee referrals Free

·         12 my own internal advertising

·         8 Clients from local free magazine in EIT areas $7000 at $875 per client acquisition cost

·         7 Clients from Local Fairs and Public Events, total costs $3000 with acquisition costs of $428 per client

·         3 Clients from Farmers market cost $1000 at $333 acquisition cost

·         1 Client from 3-month radio commercial which cost $5000 which meant a $5000 per client acquisition cost

Table form

For the third year forecasts the amount of clients accumulated since the business started has grown to the total of 1587 clients out of an estimated 9000+ prospective students, with a total expenditure for advertising using the above methods at $135.000, Google AdWords pulled 404 clients as well as the lowest acquisition costs, compared to the other methods this shows that google AdWords will be the most feasible method of advertising this product.

Although in reality it would be expected that MyApp would attract 10 times the amount of customers than the above statistic show, the main reason for the above tool is to prove AdWords superiority in online advertising compared to other more conventional methods.

MyApp’s reason for using AdWords to advertise its product

·         AdWords is the most used method of online advertising

·         There are many variations of AdWords yet few can claim to be as extensive

·         AdWords is trusted and offers security and reliability that is proven

Create an advertisement and launch a Campaign with a minimum of 10 Keywords

One of my keywords, student mobile application is used in search engine, the search response put my advert at the top of the results page, also in the advertisement area MyApp is at the top, projections show 404 positive customers  will be captured through using the Adword system, this is at a startup budget of 50 cents per click and an acquisition costs of $88 per customer. If another merchant raises their click costs I have a limit of $1.50 per click to compete against them with.

This is an enlarged view of the google results showing a link to the company’s website for purchasing the application as well as the advert advertised via the AdWords campaign and a user’s personal search results.

 At first I thought to use every keyword I could think of to market MyApp with the pretense that I could fish and snare every would be customer I could but I now know it’s the quality of the keyword that matters rather than quantity, there are keywords that are most commonly used, there are the highest paid keywords and there are keywords rarely used in a search engine, for a better insight into proper keywords relevant to MyApp I have sought out keyword generators, Google has its own keyword generator but instead I employed the use of the free keyword generating sites I found online.

Keyword generation.

Some of the keywords used  to help  the Adword campaign  were chosen on the pretense that the user who would normally search for topics relevant to this application would use these search words triggering my advertisement to show  up on the search results page as often as possible, using an online keyword generating tool, I was able to get these keywords to consider if Student mobile application was the users search word, by using this as a template for users preferred search words I researched to find this preferred search word list to use as the products keyword choices to most elevate the products advertising market

Keywords MyApp will employ

Keywords that users may employ as search words that will redirect to my advertisement and website:

·         Device app

·         AI assistant

·         Student mobile app

·         Diploma

·         Education

·         I.T.

·         E.I.T.

·         EITonline

·         MyEIT

·         Online resources

·         Learning tools

·         Open source

·         MyApp

·         Teaching tools

·         Connected learning

·         Your app

·         Social network

·         Assignment

·         User interface

·         Pedagogy

·         Tutor student

·         Digital Technology

·         Information technology

·         Bachelors

·         Freeware Templates

·         Tutorials

·         Lectures

·         Sandbox

·         E-Learning

·         E-Access

·         MDSN

·         Study

·         Tertiary

·         Institute of Technol

Use Insight for tailored Keyword generation.

Using Googles analytic keyword tools, a set of words were entered to see how often they were used in the google search engine, these words were Education, Mobile, Learning, Sites and Student, the reason was to see how often they were used and which words were used most, this was to better understand how the keyword mobile faired against other commonly used words. The result showed the keyword mobile was an excellent resource to use as a keyword, label and brand for MyApp.

Advantages to consider in using Insight

·         Fuel your thinking with ideas from Google.

·         Big ideas, compelling data, and creative innovation for marketers of all shapes and sizes.

·         Inspirations and insights rooted in the latest consumer trends.

·         Learn how leading brands turn insights into action.

·         Explore marketing research, trends, and success stories in your industry.

·         See how marketers adapt content to drive deeper connections.

Google Insights for Search provides a visual representation of regional interest on a country's map. It displays top searches and rising searches that may help with keyword research. Results can be narrowed down with categories that are displayed for each search terms.

Concept and product development

From conception to promotional, the organization can get customer information. With this access to maybe thousands of representative respondents, the organization can gather important intel such as consumer’s views on MyApp, this would come in the form of for example asking people to rank the importance of the MyApp features, or to get a better insight as to what people would be willing to pay for MyApp, using insights could allow the MyApp organization to,

·         Prioritize features

·         Compare reactions to logos

·         Ask how your product name is interpreted

·         Baseline reasonable price tags (google.com/insights, 2015)

To gather strategic information for the organization I employed the use of a questionnaire

Watch the web answer it

Google shows my questionnaire across a network of online news, reference and entertainment sites by adding it directly into the sites content, this can apply to mobile applications as well, using this method people can access MyApp via the questionnaire as an alternative to subscribing, this also helps my organization gather information about the peoples gender, age, location, browsing history and IP address which the organization can draw from to improve systems such as their delivery methods, customer preferences, user interface, etc.

On mobile devices people can answer the questionnaire in exchange for receivables such as freebies the organization can draw from its sponsors, this allows the organization to build a representative sample of thousands of respondents as well as provides the organization with more information about the users without the organization having to ask itself.

Get analyzed results

Analyzing this data through googles interactive online interface offers tool such as graphs, clickable demographic segmentation that give the organization statistically significant insights across these demographics, the organization may use this data to improve MyApp marketing strategies (Google.com/insights/consumer surveys, 2015).

I chose an audience type, both male and female, 18-54 age, and named my survey MyApp

The survey is based on the question “Would you use this application for your everyday day to day EIT tasks”

This is to gather information that could help drive the organization into a more strategic evaluation about users and customers which in turn could help improve the understanding about how customers perceive MyApp.

This survey showed that it is the older generation that would consider using this application in their everyday EIT tasks, so as a result more thought may need to be implemented into drawing younger consumers attention.

Market trends

Trends allows the organization to understand what’s currently hot in the marketplace Understanding the markets current trend status offers new ideas in designing and launching the MyApp product, it may present us with such questions as, is there a need for MyApp in the industry, does MyApp offer consumers the best it can, can it fulfill the customer’s needs, is there competition on the market and can we draw anything from that competition. Trends allow the organization to.

·         Understand customer demand

·         Size markets and demographic segments

·         Get a pulse on consumer demands

·         Offer insights from people who know

Understand consumers using Google Trends

·         The MyApp organization can understand the consumers more by exploring trends and related keywords the customers use as well as related terminology they used as well.

·         MyApp can see when and where these searches come from, along with search volume for different terms. It also shows interesting trends over time associated with search terms.

·         Understanding related terms to MyApp’s site’s content helps the MyApp company to create more relevant content for its audience, leading to more people finding MyApp’s site (google.co.nz/trends, 2015).

Brand tracking

As this company is new it will run only a few questions 1-5 in its survey at first then as the company begins to grow in consumers the questions will be modified depending on queries the company would need answers to in the hopes of improving itself, future plans for a more extensive questionnaire is planned in the future as well as an increase in the number of questionnaires pushed out until at least 5 questionnaires are circulating with the idea of improving them over time. Using Googles timeline view you can see visual information over time, this allows you to see trends through fluctuations in your timeline visual data, this also allows the company to gauge consumer awareness, needs and expectations of the product. Below are a few considerations of the advantages of Brand tracking.

·         Track aided and unaided awareness

·         Understand brand perception

·         Measure impact of current buzz

·         Ask about purchase intent or history

·         Views of MyApp, is it a good brand name?

ApproachConsiderations when thinking about online advertising

·         Web content

·         Images very important

·         Contact us forms, actual email forms

·         Back end building important

·         Analytics

·         Tag management- track conversion

·         AdWords – micro moments – think with google

·         Capturing when were people are looking

·         Mobile are about purchasing

·         Costs to register 20 dollars

·         AdWords r bout insuring

·         Most valuable customer/ browser customer?

·         Organic are the not paid adverts

·         Extension is number

·         Link extensions contacts below

·         Normally 3 pack AdWords

·         5-8 on the side

·         Bidding based

·         Every AdWords has an assigned value to it based on conversion

·         Bidding system is that the higher the bid the possibility your drop lower

·         Quality score is what your build up over time with google/ all the internal workings behind

·         Google partners, how to become a certified google partner, log in and become a partner yourself, take exams

·         If AdWords campaign don’t work need to train yourself to get the best out of it

·            Display advertising is when you pay per 1000 impressions, different ways, site specific booking on sites,

·         Contextual targeting, one device you have adds relevant to your preferences, on home device different

·         Demographic targeting target ages relevant

·         Facebook ads are simulative have your profile special adverts

·         Online to deal with Facebook

·         My business workings, send away for postcard to google get adware back then can get up and running

·         Drive engagement

·         Issues with apps need community engagement,

·         Investor’s middleman in AdWords are

·         Management fee, track what’s happening or its no value

·         Expand improve life cycle

·         For section 5-6 of assignment google keyword planner

·         Most popular are the best if high value product but low search volume log into keyword planner and search for get graph try keywords, relevancy of the search

·         Google analytics

·         Google tag manager

v)      Provide advice or practical evidence of a website or blog enhancement

MyApp Website Structure

This is the MyApp website structure consisting of the chain a customer would take to purchase the application, join and subscribe and access MyApp features directly. For now MyApp can only be seen via its blog, http://eitstudentapp.blogspot.co.nz/  

                          

   I posted portions of this assignment, AdWords, Sales Funnels, Adwords Campaign, Linkedin, Google+,  Facebook.                

viii)            Predict site statistics and likely user navigation.

a)      Include measurement tools.

Sales funnels

Sales funnel customer navigation tracking process

Step 1 home page, customer lands on homepage

Step 2 catalogue order page, customer browses order page

Step 3 product page, customer enters the products page

Step 4 purchase, customer adds the product into a purchasing system

Step 5 verification, customer in post order process receives purchase confirmation

Sales funnels track customers as they walk through the entire sales process to sell the app there are a certain amount of number of steps they have to go through in order to give you money

Whether it’s the sign up, the order, the subscription, the delivery confirmation if not redeliver, the survey to make it better the thank you page

As essential as the goals were in analytics the funnels serve a more rudimentary purpose when it comes to conversion optimization, weather the goals are set up on the sign up page the confirmation or thank you page there’s a number of steps the customer has to go through in order to get to that there first.

Sales funnels takes goals to a whole another level, If I have a 4 step process the customers are supposed to take to get to the confirmation page or thank you page or the newsletter sign up page, sales funnels will show you customers as they go through each of these steps, show different points along the way as different customers drop off and give me the ability to go back and optimize those pages to increase my conversion rates

Setting up sales funnel

Every funnel created in google analytics must be tied directly into a goal, creating the goal first, logging into google analytics then choose the profile I want to add the sales funnel to then click admin in the top right corner, once there choose the goals tab in the profile that you want to add the sales funnel too then click create goal then from there set the settings in the goal and sales funnel, give goal a name I chose MyApp Sales Funnel then choose type I chose destination then choose next step to fill in the goal and sales funnel details, the first fill to fill out is destination in which I added the confirmation thank you page receipt page  url, this is the last page of the sales that the customer is sent to after they give their purchase information, then I added the value information which for the product sale cost is $19.95 then I added the sales funnel information, this is where I set up the navigation of the sales funnel so at first I entered the home page then I entered the product page the customer would navigate to next then the confirmation thank you receipt page after that. Then enter the url into the screen page form fill with the name on the left side into the name column. Once completed click create goal and my sales funnel is set up.

The require button means that nobody can enter the funnel except through the first page first the home page this must be checked to prevent people from entering the funnel through other links and say ending up on the product page, if this is done none of their info will be counted in the sales funnel, only people that have visited the home page will have their info entered onto the sales funnel so to stay restricted and only track the sales pattern and customer behaviour of the sales from the product sales funnel I will set this option to yes.

b)      Comment on Mobile usage.

ix)    You may provide alternative online tools to achieve any of the above e-marketing strategies for your nominated organization.

Below are a few alternative online tools that can enhance ecommerce strategy for a website.

a.       Tools and techniques to help marketing

b.       E-Business roadmap strategy for a new business

c.       Roadmap blended bricks and clicks

Incorporate the use of tools to increase sales, service and ecommerce strategies. Tools to consider in implementing into the business to push a competitive product into the market can derive from the use of business management applications such as these below.

Instagration

Instagration is an online website tool for increasing Instagram engagement. It integrates with your online store, and offers you the ability to moderate the Instagram pictures of your customers and display them in different formats. This tool can also be used to increase engagement with new customers by showing that you feature your current customers (shopify.co.nz, 2015).

Reduce abandoned purchases by offering deals specials free stuff like free shipping even redirecting their log out to more offers in the hopes of convincing the customer to carry on with their purchase

An email recovery campaign to attempt to get the customer to complete their purchase

Abandon Aid

Abandon Aid is an application that sends your potential customer an email reminder of their incomplete purchase and asks the customer to complete it

·         It’s simple

·         It’s automatic

·         No need for manual triggers.

Launch a Facebook StoreFacebook store app

This is a Shopify application that would showcase a product, it sells directly from Facebook, customers can share the MyApp product with friends.

Capture email subscribers

Be active by promoting the product.

·         Email has an ROI of around 4,300% (according to the Direct Marketing Association)

·         80% of people say they receive marketing messages alongside their personal emails on a daily basis.

·         70% of people make use of coupons or discounts they learn about from email.

60% of people say that receiving special offers is the top reason they subscribe to an email list from a business (shopify.co.nz, 2015).

Email Pirate

·         Email Pirate allows you to create a fully-customizable opt-in window that pops up to encourage your visitors to subscribe to your emails.

·         You can download this list of customers into a spreadsheet, and upload it to your email client.

·         You can also use it to track customer behavior allowing you to segment customers based on their behavior before opting in.

Increase regularity of emails

·         Welcome emails

·         Specials, Deals and Bonuses

·         How to use the product?

·         Upcoming product upgrades details

Communication to make customer feel connected

Emma

This application allows a company increase marketing campaigns, it does this by targeting the customers with emails, messages and text based on their purchase history for example

·         Segment along high-value customers, or recent customers.

·         It allows you to deliver automatic rewards, thank you and other relevant emails

·         It allows you to track customer purchases that resulted via your emails

The Emma tool helps your company with designing, delivering, and analyzing your email campaigns.

Exit Offers

As consumer’s brows your product and offers they may feel the product isn’t for them or maybe that the prices are too high, to keep their interest this is where you can use something called an Exit Offer, as the consumer navigates to exit your site you can employ the use of a special offer pop up, this could be specials, free shipping, anything that may keep the consumer interested in your product. There is again the option to track your customer, the consumer or your products sales strategy. It also gives you the chance to A/B test different messages (shopify.co.nz, 2015).

Generate More Product Reviews

According to the online magazine Internet Retailer, you can increase your ecommerce conversion rate by 14-76% by adding product reviews to your online store (shopify.co.nz, 2015).

Product Reviews

This application designed by Shopify allows you to add reviews about your product, there are 2 main advantages the MyApp company can draw from customer reviews.

·         Social proof: Product reviews are a form of testimonials. You see immediately what people are saying about a product that you’re considering purchasing.

·         SEO: Having product reviews increases the amount of content on a page and also increases the probability that you hit a few long tail keywords (shopify.co.nz, 2015).

2. THE E-BUSINESS ROADMAP

2. E-Business Roadmap Report

This roadmap should include an assessment of the e-business potential of the organization,

the impact of the Internet on the horizontal and vertical boundaries,

and recommendations for marketing.

The Roadmap section of the report should contain between 1200-1500 words in total and may include diagrams/tables if they add value to your discussion.

2.1 What is the vision for the organization?

The reason for this application was to improve the students learning experience, to remove timewasting resources on unnecessary searching, to improve the student’s information management systems, to improve student to government and student to tutor relations, to keep students connected and to and employ the use of and to take the most advantage possible of the digital tools at our disposal that can greatly support and improve the students learning process

Every student of EIT with access to an application that will connect them with EIT, with online resources, file sharing systems and open communication through mediums such as skype, messenger, social networks, email, all with single click navigation.

A product that offers instant single click navigation, access to EIT resources and online resources both of which are managed by a customer tracking system that helps improve customer services and relations by using a prediction service based on the customer’s interface history.

 An application that students can use to improve their learning experience, that offers relevant information and resources for their use, that give the student quicker access to EIT services without the need to relog while navigating the site e.g. timeout, navigate from student home page to outlook, navigate to results page, for security reasons reclogging is required while navigating EIT links,  the application will employ an auto relog system to speed up site navigation, and an application that can run multiple windows and processes simultaneously allowing the student to navigate his preferences easily and quickly e.g. navigating between a skype group conference, a messenger service, an email service, YouTube, Facebook, Google drive, Google search and a file transfer.

2.1.1 What is the scale and scope of the e-enterprise?

EIT NZ localized based, 3 locations targeted for marketing, these 3 being, Taradale, Napier institute, Gisborne institute and Auckland. Estimated populations of 10,000 students.

National as well as International educational institutes may also find MyApp a useful tool for their chosen studies, prompting issues of exploring the possibilities of expansion into other educational institutions

2.1.2 Why is this business is in business

Eg eits vision statement is to teach students as well as they can under the constraints

Maximize profit provid best quality in hawks bay

2.2 What are the objectives of the e-business activities in this case?

·         Drive information to market with emphasis on user interface efficiency

·         Bring end user a product that will make every day online tasks easier to manage

·         Bring the customers multiple online tasks all together in a single easy to navigate system

·         Allow application evolution were customers modify and add to the applications resources through prediction services, error handling and process improvement requirements based on customers tracking history and personal profile.

How would customers use the product?

The student would use the application as their main source of information communication, it will keep the students in real-time contact through skype and also open any social networking or webpage online, it will open all the students email as well offer the student access to files both from their C: on campus from off campus but also give access to their personal EIT files and information such as test results, the student is able to share files amongst each other and around the world through EIT security approved P to P file sharing methods, this offers the student more efficient use of their information intelligence structure, it gives the student access to any resource they need through the use of a subject specific search engine filtering system

MyApp application costs and features description

Application cost

The application cost is $19.95, this cost covers the ability to access the students personal EIT drive and their courses resource drive, it also covers things such as the auto fill that prevents the students need to relog as they navigate through EIT online or to other EIT related sites such as Studylink, Outlook, Google drive, MSDN DreamSpark, etc. The cost also covers the maintenance, management and marketing of the application.

Subscription method and costs

There is also a yearly subscription cost, depending on subscription choice, the subscription costs are determined by three choices, these choices offer limited to unlimited features that the student can access through the application.

Subscription options

The below features of MyApp are a description of some of the main features as many more would be implemented into the application as the application is created as well as throughout its design stage and into its live stage.

·         $29.95 12-month subscription offers EIT access and limited resource access, limited navigation, limited rights.

o    Download limit up to 60 Mb

o    Upload limit 20 Mb

o    Access to EIT and related sites, EIT online campus network, EIT approved resource links

o    Auto log

o    Other minor limited features

·         $49.95 12-month limited access AI Student assistant subscription offers EIT access and semi limited resource access, AI Student assistant, autofill, navigation assistant, limited network features, limited auto return sandbox, limited auto response features, download limit, and minor deals and specials.

o    Download limit up to 200 Mg

o    Upload limit 200 Mg

o    Access to EIT and related sites, EIT online on campus, EIT approved resource links

o    AI Student assistant and navigator

o    Limited auto return sandbox

·         $69.95 12-month unlimited with AI Network assistant offers EIT access, unlimited resource access, unlimited AI assistant with unlimited network resources, no return virtual sandbox, real time no disconnect network connection, bonuses like notification features, awards like free coffee of refill, and specials like Job search notification options.

o    Download limit up to 500 Mg

o    Upload 500 Mg

o    Access to EIT and related sites, EIT online on campus, EIT approved resource links, Non approved links

o    AI Student network assistant manager and auto fill bot

o    Access to no return virtual sandbox

o    Real time no disconnect network manager to keep connected to sites, groups and friends

o    Notification AI

o    Unlocks special features such as virtual device top and speed dial

o    Awards and bonuses like free coffees and search and auto fill online giveaways bot

The creation, management and upgrading of the application as well as the website require consistent management, this would come in the form of monitoring of the website as well as the application, this is to correct errors, upgrade and improve the site and application always striving to improve both for customer interface and satisfaction and also for logistics improvement  always trying to improve the value chain and the delivery services, so funds will need to be allocated to go towards the ongoing software development of the application, the ongoing improvements of the customer service and interface with the application and improvements of the policies needed such as security, customer use, relevant contractual agreements, information protection policies and other organization policies.

If we offered this requirement, what else would customers need to do? What else might they want to do?

Customers need only log in once all the logging in procedures have been done the customer just has to modify the application to their personal preferences, this is done by logging into EITonline with their student password and then configuring their person social networks like LinkedIn, Studylink, Facebook etc. and Study network such as their personal on campus C:, the resources drive, EITonline website with all its links, MyEIT with everything it has access to, their email, and finally the customer can configure his preferences of resources links, search filters, subject materials and other internet educational resources they would like instant access to when needed.

One of this applications purposes is to connect students with every resource available within EITs ability as well as every available resource beyond EITs ability to offer, as the resources information is tracked the application will alter its preferences to adapt to the customers, this is similar to how YouTube or google search help your search activities by preemptively using its prediction service based on your search history to complete searches, the end result would be an preconfigured quick search/link tab format that would allow the customer to navigate their multiple links and services simultaneously and instantly without the need to research, relog, bookmark or save the connection/link, the customer would be able to toggle between group skype video conferences, file sharing, EIT, messaging and google online simultaneously and easily. The customer would be able to share files, upload files and download files, and manage their student and personal diaries, calendar and timetable.

Can the development team identify technical affinities or dependencies?

The technical affinities the student would have are the social network structure and the EIT access structure, the student would be able to keep in nessaccary an open forum between themselves, their tutors, their personal and educational resources. The students only requirements, EIT access and their social networking communications and personal learning network preferences.

Freeware, open source, shareware, sales and subscriptions may all require legal as well as external investors approval. The organisation would enter the market moderately then grow as the company

Common Activities of the product

Common activities		Detailed activities
EITonline access	EIT assignments & tasks	Change password	Sign up
Student C: access	EIT course resources	Verify access	Authenticate user
Online
Email access	Information access	Auto log	Up/download approval
Google Drive access	Govt access	Keep/Block connection	Autofill/navigate
Personal
Files management	Personal assistant	Application software	Mandatory policies
Social networking	Browse online	Interface preferences	Updating

2.2.1 Design the timing of market entry.

The objective is to go into EBus and to attract buyers by entering the market at the most feasible timing to ensure optimal results

Calendar

Wait for competitor’s product release and apply an upsell method were the customer is convinced of a better quality product more suited for their needs

The product upsell app

Intergrade Instagram

·         The average order value from Instagram marketing is $65.00

·         A recent study has found that Instagram gives brands 25% more engagement than any other social media platform.

·         If you use the right hashtags, appropriate filters, and post at the right times, then you’re well on your way to building a big following on Instagram. The key to mastering Instagram marketing is engagement with your users.

·         You may try out running campaigns or contests, going behind the scenes for your products

·         User-generated photos are a great way to generate social proof. Prospective customers see that your products are regularly being purchased people just like them, and feel more comfortable doing something that others are doing (shopify.co.nz, 2015).

2.3 What Value does the company want to offer?

Customer value added by the company

One of the main assets of the application is the customer interface management system which allows subscribed customers the freedom to add files to the database for other customers to access, this means that any file one customer finds through the application can be saved to the application database which is stored online, this is for the reason that if a customer wants to find a file they have the option of seeing what other customers looked at and downloaded that was similar to their search, as this would enable students to easily view previously done assignment material the use of turn it in would also be heavily emphasized on the application with turn it in links and help available.

The second main asset the company wants to offer is customer interaction with the application, this is a process that enables the customer to modify portions of the application to how they feel would improve the applications system involvement and user interface, this is for customers to make improvements to MyApp, the student may personalize MyApp to their preferences but also if approved implement those modifications throughout the application for all to wreak its benefits, example. A user may find a easier method of linking a URL or see a better way of coding a particular part of the application, MyApp website or any interaction between the two, or any other part of the company process or application systems that they think could be approved upon.

Thirdly as there will always be innovation for improvement, surveys will be always presented in hopes of using the customer’s views and ideas to bring a better product to market, apart from surveys there will be blogs running on the application as well as group blogs RSS feeds and any relevant posts from the major social networks all of which will be monitored for information that could help improve the company customer service.

Lastly MyApp offers the most extensive access to every kind of online help a student could hope for to improve their learning experience while studying at the Eastern Institute of Technology, it grants the student access to all information and resources from the EIT campus and from EIT online, it give the student instant access to every resource relevant to their own particular course these resources being materials, data, educational resources, tutorials and software, finally it connects the student to every conceivable network both governmental such as LinkedIn and Studylink to social networks such as Google plus, Google drive and Facebook. These connections are intended to improve the students personal learning network with the sole goal of increasing connectivity to the tutor, educators, help and to each other.

2.4 What market and customer segments are / will be targeted through e-business?

Where are my markets

The MyApp company targets are specific, MyApp is for the use of the tertiary facility EIT (Eastern Institute of Technology)

Hawke’s Bay, Auckland, and Gisborne, New Zealand.

·         Students

·         Lecturers

·         Tutors

·         EIT Staff

Non EIT Customers

·         Government network e.g. NZQA Govt NZ

·         TANZ partners e.g. Otago Polytechnic, North Tec

·         Studylink

·         Via online search engine

·         Via social networks

·         Via personal learning network

·         Source banks

·         Researchers

·         Educational users and reliant

·         Student prospect

2.5.1 What are the ethical issues & security risks?

Identity theft or Identity fraud is a big risk as the introduction of the app would certainly come into contact with data privacy infringement issues but as the application is protected by the EIT online security systems only EIT accepted and approved information and data would have access to the application, only EIT approved information and data is tunneled through the application and can only be accessed by approved customers, this is achieved through logging in to the mobile application then into EIT online login

Create a system of information technology to develop a diagnostic tool for measuring the customers use of the product as well as the business path the product will enter, part of the information recorded is customer demographic details, purchase history, by making comparisms over time and against different risks, these may help in developing a better understanding of the customers, thereby improving our decision making and business improvement processes.

There has been little published research that organizes and classifies clear definitions of what identity theft and identity fraud mean. Until such classifications are clarified, it is difficult for business, government, and the public to understand the level of such activities and their impact on organizations and individuals, in making comparisons over time and among different jurisdictions. If such an understanding is developed and comes into general use, it will be easier to organize methods to combat identity theft and fraud, through improvements and attitudes relating to laws, education, security, and privacy, both within and external to affected organizations, and in the population at large (prott.carleton.ca, 2015)

2.5.2 What are the & security risks?

pursuing various aspect of a study that will focus on identifying, classifying and comparing the different IT tools developed to prevent and address identity theft. The comparison will be performed in terms of extent of use in the industry, efficiency, cost and implementation difficulty of the different tools. Next, this research will provide comprehensive list of best managerial practices for preventing and addressing identity theft. Also, a model of the impact of IT tools and managerial practices on the effectiveness of the identity theft prevention program will be developed and tested. There are a different types of measurements of cost and benefit. It is imperative to analyze costs and benefit of all kinds of ID theft countermeasures in order to achieve a reasonable and effective security management. Similar analysis of some new technologies, such as biometric and smart card technology, can also foster broader technical applications. Such financial analyses appear to be relatively rare for ID theft countermeasures. The results developed in this study will provide financial institutions and other organizations with a comprehensive list of available solutions they can implement to fight identity theft effectively. It will also guide them in their decisions regarding implementation of new technologies and procedures in combating the growing problem of identity theft. Finally, it will provide them with a framework of an effective identity theft prevention program they can relate to (sprott.carleton.ca/research, 2015).

Points to consider pertaining to security risks

·         All material on the application protected by EIT

·         Student risk

·         Corruption of data

·         Scalability risks over long-term will evolve

·         Hacked detection improvement

·         User intervention risks

·         Can MyApp polies be broken

·         What security risks involve the Service Level Agreement

·         Are the MyApp legislations risk free

2.6 Is the E-business strategy alone or with partners?

Outsource other components e.g. online purchasing, may work with another company quite nicely and cooperate to combine in a web front operation, co-opetition (competition and collaboration)

The product creation and implementation onto the market will rely on the collaboration with the MyApp designing department and EIT policies pertaining to the employment of an application into their system, the creator of the product may employ EIT legal advantages too and agree upon a mutual partnership strategy in the production, marketing and pushing of the product into the market.

The application requires the rights to employ the use of all open source, freeware and shareware information and resources available online yet some resources may require costs, approval and mutual agreements between online organizations, so partnerships with online investors would be a definite probability.

In the designing of the application further outsourcing of resources such as software, software designers, marketing specialists and online brokers may be enlisted but the applications benefits in revenue as well as a projected increase of student education would balance these expenses as the applications life cycle grows.

Goals for the business model and the business model structure

1.              Acquire high value customers

2.             Offer significant value to customers

3.             Deliver products or services with high margins

4.             Provide for customer satisfaction

5.             Maintain and increase market position

6.             Fund the business

7.             Improve logistics

8.             Improve customer relations and service level agreement

9.             Improve policies

10.           Improve strategic and logistic tools

11.            Consolidate business model

(Image business model previous post)

2.7.1 What organizational structure should the e-business activities have?

The business organizational structure of the MyApp company

This organizational structure is a three party, physical business and ebusiness scenario, to the right is the MyApp company, to the left is the structure of the Back End Customer, the case of the business customer (B2B) is shown whereas the case of the consumer customer (B2C) is a simplification of this case because a consumer does not typically have separate organizational modules since it is the entire organization structure that that consists of one module, in the bottom of the structure is the Application Designer which would consist of a more complex organization structure as this structure incorporates the use of programmers, software and web designers. There are 3 intermediary parties in this scenario, the Marketing Dept. through which the MyApp company advertises, handles the marketing and executes the buy and sell orders, the payment handler that handles the billing and payments and a logistics service provider that manages the deliveries. In contrast to the MyApp e-sales process, ebusiness objective deliveries, billing and payment handling may not be part of the delivery organizations esales process as the logistics delivery service providers may choose to bill after service delivery as the amount may depend on factors such as the online route the customer took to the MyApp website, a factor that may also be considered by the Application Designing dept. which may also incur additional costs as there may be multiple projects implemented into the products design process both within the ebusiness online sections of the products design process such as outsourcing of resources and the blended processes required through contractual agreements with the other players and investors within the organization.

Strategies for Managing the MyApp E-Commerce Project

The project focuses on exploring

1) the differences in e-commerce and other software projects,

2) methods of project organization,

3) performance metrics.

4) strategic and performance measurement tool improvement

“An important success factor of the e-business environment is represented by the measurement of the levels of Supply Chain Partnership (SCP) and Quality Management practices that enhance the core values of present and potential performances” (sprott.carleton.ca, 2015).

2.7.2 How is the company ‘unbundled’ through the Internet?

One-man band- soul trader. Limited liability if its club or nonprofit should state

Previously selling over counter but now applying an online method, outsourcing can lead to unbundling or making easier, if something fails main business not too affected, each component is a business alone

2.8.1 Outline the Cost and Revenue model.

Five-year projection of income generated from the sales and services as well as the content acquisition costings of MyApp

Fiscal Year Ending January 31

                                                                2015                        2016                       2017                        2018                       2019

                                                               

Total Revenue                  $              4,175       $              14,299     $              19,333     $              55,189     $              137,764

Content Acquisition      $              3,240      $              6,402      $              15,771      $              32,946    $              69,357

Cost of Revenue               $              3,142       $              5,850      $              7,398      $              7,892      $              11,559

Total Revenue Cost       $              6,382      $              12,252      $              23,169     $              40,838    $              80,916

% of Revenue                                    152.9%                    85.7%                     119.8%                    74.0%                     58.7%

Marketing & Sales          $              562          $              8,214       $              13,265     $              17,426     $              36,250

% of Revenue                                    13.5%                      57.4%                     68.6%                    31.6%                      26.3%

G&A                                       $              9,574      $              2,577       $              4,190       $              6,358      $              14,183

% of Revenue                                    229.3%                   18.0%                     21.7%                      11.5%                       10.3%

Total Costs & Expense  $              16,900   $              28,975    $              46,740   $              70,648   $              138,085

% of Revenue                                    404.8%                  202.6%                   241.8%                   128.0%                   100.2%

Additional costs to the company as it grows would be from outsourced resources, product improvements and management then there would also be unforeseen costings all of which will be accounted for and hedged as a contingency, as would most likely be expected through the use of Risk management tools.

Also additional revenue would be made as the product improves and evolves throughout its market life, it is expected to evolve to meet market, customer and ebusiness demands, another expectation would be the acquirement of assets and capital as the company grows and increases its investors and main player’s community.

2.8.2 Determine the reasons for Make or Buy decisions.

Can it make money break even or make profit, buy from outsourced suppliers, sell and make profit?

The 2 main things to consider when making Make of Buy decisions are costs and availability of the products production capacity and outsourcing activities ranging from logistics to administrative services, but there are some reasons that need not require outsourcing as they are too important for both the ownership of the company’s success and presence.

These strategic points may be:

·         Resources too critical to the company’s success

·         Customers perception of MyApp’s main features

·         MyApp’s unique design, production and main components

·         Components of the MyApp production and organization work

·         Future plans for the company and product are self-sustainable for success

·         MyApp’s most important suppliers are limited

Below is a simple graphic on the risks and advantages of deciding to make or buy

Fig 1 www.entrepreneurial-insights.com

Make or buy decisions also occur at the operational level these considerations in making a partial in-house decision include:

·         Costs, is it cheaper to make ourselves

·         Would it better easier to integrate operations

·         Would it be a productive use of the company’s capacity to handle the fixed overheads

·         Does the company need direct control of the quality and production of the product?

·         Which would provide the best quality control

·         Is this a proprietary technology?

·         Are the suppliers reliable, are they competent?

·         In the lower periods of the company’s ecommerce annual cycle, is the capacity of the workforce still required

·         Is the constraint that this product is for EIT only enough to interest suppliers and investors?

·         Considerations pertaining to the marketing and delivery controls controllable

·         Which would offer the best security of continual business

·         The Provisions of a second source, the company or suppliers, which has the greatest assurance

·         Political, governmental, social and environmental pressure

·         The availability of the product capacity

Reasons to buy externally include:

·         Lack of expertise

·         cost considerations (less expensive to buy the item)

·         Small-volume requirements

·         Limited production facilities or insufficient capacity

·         Desire to maintain a multiple-source policy

·         Indirect managerial control considerations

·         Procurement and inventory considerations

·         Brand preference

·         Suppliers' research and specialized know-how exceeds that of the buyer (referenceforbusiness.com,2015).

Costs not essential to MyApp strategy yet may be relevant costs of the MyApp lifecycle may include

·         Labor costs

·         Factory overheads

·         Managerial costs

·         Any follow-on costs from quality problems

·         Purchasing costs

·         Capital costs (referenceforbusiness.com,2015)

Decision

The MyApp company in consideration with the qualitative and quantitate factors will source its components both eternally and buy all nessaccary components required from the market, taking into account that both the tangible and intangible factors will fluxuate over the company’s life cycle.

Quantitative incremental costs from making and buying the components required for the company to start up, maintain until self-sustainability and improve upon are determined by the company’s successful strategy, entrance into the market, scalability and management.

Do a quantitative analysis, this can be done by comparing each incurred expense

Purchasing the product, the sales

Creating the product expenses, price supplier requires to require to manufacture the product

2.9 How should the company align the physical-world strategy with the e-strategy?

Solving the Alignment Problem

Organizational structure

Roles and responsibilities

Alignment objectives

Measures

Conflict resolution

Boundaries

Coordination systems

Incentives

Information

“70 percent of CEO failures are caused primarily not by flawed strategic thinking, but by failure to execute” (strategy-business.com, 2015).

Yes, there may actually be a bricks and mortar company involved, there may be the marketing firm, the human resources company who would be in control of the help desk and any other organization required that brought into the company organization through outsourcing.

Working together in synchronicity for the aim of aligning the organizations physical and electronic strategies, and with the company’s roles and responsibilities based on its measures, boundaries and incentives also considered, the information gathered through the use of the online and business measurement tools would be employed to identify and defined the best possible actions to achieve this.

Online channels as well as physical channels would definitely be used, if both these channels can be used as one with the same goal in mind and using the same strategy together in unison, then this would be the most optimal way of employing these channels to their most productive use.

2.10 Overall summary for implementing effective e-commerce for this organization.

Assess the integration of e-commerce into the business model:

This is a strategic based report going into the big picture, how will the MyApp company strategically drive effective product sales, marketing and delivery online.

Identifying the investors and suppliers and what they offer is important to the company, investors commit money and capital into the company, the financial revenues gained from their investments will vary depending on the type of investment that they would put into the business, also financial gain is not the only return some investors would expect to receive. 

Implementing effective e-commerce to push mobile app into market with a competitive strategy.

References

·         google.com/insights, 2015. Retrieved from: https://www.google.com/insights/#/?modal_active=none&insights-tabs_active=categoryinsights

·         google.com/insights/consumer surveys, 2015. Retrieved from: https://www.google.com/insights/consumersurveys/home

·         google.co.nz/trends, 2015. Retrieved from: https://www.google.co.nz/trends/

·         sprott.carleton.ca, 2015. Retrieved from: http://sprott.carleton.ca/research/research-centres/research-centre-for-technology-management/strategy-structure-and-organizational-issues-in-e-commerce/

·         shopify.co.nz, 2015. Retrieved from: https://www.shopify.co.nz/blog/14512237-13-actionable-marketing-tactics-to-drive-sales-and-apps-to-execute-each-of-them

·         referenceforbusiness.com,2015. Retrieved from: http://www.referenceforbusiness.com/management/Log-Mar/Make-or-Buy-Decisions.html

·         entrepreneurial-insights.com,2015. Retrieved from: http://www.entrepreneurial-insights.com/make-or-buy-decision-step-by-step-guide/

·         accountingexplained.com, 2015. Retrieved from: http://accountingexplained.com/managerial/relevant-costing/make-or-buy-decision

·         strategy-business.com, 2015. Retrieved from: http://www.strategy-business.com/article/14114?gko=9918e

·         Fig 1 Retrieved from: www.entrepreneurial-insights.com