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ExcerciseApp完整版

发布时间:2014-01-22 10:02:34  

ExerciseApp
Adela Zheng / Sheldon Ling / Vincent Lv / Amber Kuang

Key Issue

How dose exercise app enter the market quickly and well? How to develop the app in sustainability through finding a profitable business model?

Analysis

Recommendation

Implementation

Feasibility

What is it ?
A service-oriented technology business

? First mover

Exercise

? Innovation

Athletes

App

Fans

Analysis

Recommendation

Implementation

Feasibility

Structure of the team

CEO
Finance Human resource Sales

2 developers

CTO

Need
Recommendation

A Research Director
A Network Operator

Analysis

Implementation

Feasibility

Profit distribution

Analysis

Recommendation

Implementation

Feasibility

IOS VS Android

? Cost ? Performance ? Security ,law -allowance

Analysis

Recommendation

Implementation

Feasibility

Market
Exercise per day

0.22h

0.30h

0.5h

0.8h

2009
Analysis

2010

2011

2012
Feasibility

Recommendation

Implementation

Recommendation 1:Bring ExerciseApp to the market through an agile and high-quality process
? Outsourcing R&D to India ? Skilled labor at lower wages ? Tax benefits for research activities ? Cost advantage ? High quality ? Server Support and maintaining
Time (month)

Expenditure (thousand dollar)

Outsourcing will save about 84,000 dollars and 5 months Analysis

Recommendation

Implementation

Feasibility

Recommendation 1:Bring ExerciseApp to the market through an agile and high-quality process
? Build up an initial operation architecture CEO:Bowen 18 people

CTO

IT consulting

Network operation

Partners

HR

Finance

Marketing

Pro-athletes

Training institution

Investor

Agent

Analysis

Recommendation

Implementation

Feasibility

Recommendation 1:Bring ExerciseApp to the market through an agile and high-quality process
? 2 weeks ? 30 people ? Individual and multiple stages

What data is

? ? ? ?

Stability Fluency Effectiveness Convenience
? Avoid bad review and rating which may sinks the business ? Mitigate risks destroying reputation of the pro-athletes

Testing

How to analyze

How to protect

? Functionality, market and customer ? What most motivate people to use it ? How to improve user exercise’s habits actually

? Reduce Bugs ? Data security measures

Analysis

Recommendation

Implementation

Feasibility

Recommendation 1:Bring ExerciseApp to the market through an agile and high-quality process
? How many athletes we need in the beginning of the business?

Net Income
400000 300000 200000 100000 0 -100000 -200000 -300000 20 25 30 35 40 Net Income

Choose 30 athletes

Analysis

Recommendation

Implementation

Feasibility

Recommendation 2: New revenue model in long run
Model 1 General Advanced (per 40 min) (face to face in local city) $3 +30% $4 $30 $40 ? Service oriented ? Save customers’ money
(Average coaching salaries :$160~$325 per hour:Source:http://www.schoolofcoaching
mastery.com/coaching-bl

og/bid/82347/LifeCoach-Salary-How-Much-Money-DoProfessional-Coaches-Make)

+30% $5

$50

? Convenient channel Star level of pro-athletes, personal trainers and nutrition experts

Model 2
Edition personal Family 6 Team 50 Advanced Features studio 500 Advanced Features Extended Support Enterprise Unlimited Advanced Features Extended Support Notes 2 Athletes (differen t pricing)

? Cooperate with sport training institution
? Advertising ? Recruiting athletes ? Win-win

Analysis

Recommendation

Implementation

Feasibility

Outsource R&D to India
Selection criteria Alternatives ? ? ? Less time, less resources ? ? Perfect database ? More reliable and stable system Compliance with regulations Company size Company reputation

Analysis

Recommendation

Implementation

Feasibility

Diverse user features
Basic functions Your neighborhood coach

Workouts

? Video sessions ? Face to face sessions ? Nutrition ? Sports drink ? forum ? Coach feedback
Locate local pro-athletes
GPRS

Store

chat

Local training institution

Analysis

Recommendation

Implementation

Feasibility

Long-term market expansion
Global market
? China ? 2nd biggest App download in the world ? Increasing need for health and exercise ? India
2015 2014

North America
? America and Mexico

2013

2016

Canada
? 10 province and 3 district

Building brand recognition globally

Analysis

Recommendation

Implementation

Feasibility

Action plan
1. Launch exercise app
? Build up an initial operation architecture

Timeline

2013

2014

2015

2016

2017

?

Research pilot

2. Expansion and development
? ? Add new functions Cooperate with sports agent and training club

?
?

Expand globally
Find more Venture Capital and partnership

Analysis

Recommendation

Implementation

Feasibility

Expenditure Projection
In dollars
Expenses

2013
658912.6278

2014
652323.5015

2015
587091.1514

2015
499027.4787

2016
394231.7081

800000 600000 400000 200000 0 2013 2014 2015 2015 2016 Maintanence Marketing Operation Outsourcing Salary

Analysis

Recommendation

Implementation

Feasibility

Revenue Projection
Potential customers Regular class Superior class Star class 209,388 83755.2 62816.4 41877.6 Video class 61560.072 46170.054 30780.036 Face-to-face class 263828.88 197871.66 131914.44 Revenue Sum 325388.952 244041.714 162694.476 732125.142

Revenue
8000000 6000000 4000000 2000000 0 2014
2013 2015 2015 2016

Break-even Analysis

8000000
6000000 Revenue 4000000 2000000 0 2013 2014 2015 2015 2016 Expenses Net Income

Analysis

Recommendation

Implementation

Feasibility

NPV Analysis
NPV
¥9,000,000.00

¥8,000,000.00
¥7,000,000.00 ¥6,000,000.00 Conservative Basic Aggressive

NPV

Assumption Discount Rate: 10.2%~13.8%

Initial Investment: $658912.62 NPV: $7796817.18 Payback Period: 1.8 years

Analysis

Recommendation

Implementation

Feasibility

Risk Management
Risk
Unable to find clients

Probability

Effect

Mitigation
-Product promotion

I

ncreasing competitors
Limited funding

-Patent applying -Service improving
-Fund raising from BDC and NRC-IRAP -Cost control -Scale effects Recommendation Implementation Feasibility

High operation cost

Analysis

Conclusion
Key Issue
Entering the market quickly and well Develop a sustainable business model

Recommendation
Through an agile & high-quality process New revenue model in the long run

Implementation
Outsource R&D &diverse user features Long-term market expansion

Outcome
Positive NPV and short payback period Drastically increasing revenue&net income

Analysis

Recommendation

Implementation

Feasibility

Q&A

SWOT
S 1.First mover 2.Innovation 3.Convenience 4.Meet modern people’s need W 1.Technology is not good enough 2.The structure of the team is not mature 3. High cost 4.Limited resources

O 1.The success of iphone platform 2.Realization of doing exercise for people 3. Take full advantage of IT 4. Expandsion of the market

T 1.Potential competitors 2.The security of the data

Analysis

Recommendation

Implementation

Feasibility


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