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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Tanya Fourie
NetID tfou747
Group Number: 356
Website Link: http://infosys1102014fc356.blogspot.co.nz
Tutorial Details
Tutor: Day: Time:
Mira Lee Friday 12pm
Time Spent on
Assignment:
14 hours Word Count: 1642

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PROJECT:US
INTRODUCTION
Relationships are nearly impossible. No wonder Rose kicked Jack off the door in Titanic. A
major problem facing the world today is that were all starting to look for the easy way out,
rather than for the way forward. Project:Us, is a couples application for smart phones and
ipads. It contains a series of interactive features based on couples therapy activities, which
are designed to improve the quality of relationships in the long term. If Jack couldve
whipped out his iPhone and played Project:Us with Rose, then certainly she wouldve been
more forgiving and they wouldve lived happily ever after.
3. BUSINESS SECTION
3.1 Vision
To be the real life cupid of relationships by facilitating effective communication and
understanding between partners, by: enabling couples to realize their full potential by
providing the most convenient and effective couples therapy technology and creating a
better environment for present and future generations.
3.2 Industry Analysis: Counceling industry
Industry: Counceling Industry. More specifically Project:Us is a couples councelling tool,
because it guides couples in their thinking and development.
Force: High/Low: Justification:
Buyer power: Low Project:Us is the first application available to
assist with relationship troubles. According to
Mashable (2011), our app will most likely be
priced around $3 to $5 which meets expectations,
reducing buyer power to reject the application
based on price. We also have power over the
buyer due to the competitive pricing of the
application over couples councelling sessions.

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Supplier power: High Developers and suppliers of applications to the
market have great power due to a saturated
mobile application market. Application
developers can choose from many other
companies to supply to. About.com (2013) notes
approximately 1,000,000 applications on the
apple app store alone. Android and Apple hold a
duopoly over the application store market,
holding power over the types, sizes and prices of
applications.
Threat of new entrants: Low Its difficult to develop the correct application
content, Despite it being cheap to build at a price
tag of up to $10,000 according to App Muse
(2013). The couples councelling knowledge used
in developing the app takes approximately 3 to 6
years to gain. We will invest in extensive
research, constructing a large panel of therapists
and running focus groups to collect the
information required to create a rhobust
application. This could potentially push the initial
costs up by $5000.
Threat of substitutes: High
Popular alternatives include couples councelling
and expert relationship self help books. Many
more of our customers prefer to simply do
nothing and wait until the problem goes beyond
repair.
Rivalry among existing High Competition is high in this industry. Therapy
sessions and help books are the popular option

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competitors: for couples. It may be difficult to break into this
market as a legitimate alternative. On the other
hand being a far less pricey tool and also the first
of its kind may give Project:Us a competitive
advantage.
Overall attractiveness of the industry: The therapy Industry is attractive with a very large
market of couples experiencing problems. For example Statistics New Zealand (2012) noted
that just over one-third of New Zealanders who married in 1986 had divorced before their
silver wedding anniversary. Althought the threat of substitutes are high, an app addresses
the need for a more modern and accessible solution. It should be acknowledged that we
have first mover advantage as the first to market with a rhobust application for couples
counceling. This will greatly assist in reducing the immediate threat of new entrants.
3.3 Customers and Thei r Needs
According to Statistics New Zealand (2012) the rate of new marriages is about 26% below
what it was 40 years ago. People are struggling to form strong relationships that even make
it to marriage. Research by American Doherty (2014) found that the most common reasons
people give for their divorces are lack of commitment, too much arguing, and marrying too
young. Our customers are young to middle aged. They need convenience as they are mostly
every day working consumers. Project:Us should be fun in order to engage and encourage
regular use of the application. Namely the market requires fast and effective help to save
their relationships and marriages.
3.4 The Product and Service
While couples councelling is the most common aide a couple will use to try to save their
relationship, It is very hard to get an appointment as councelors are usually booked months
in advance. The other popular option couples take is to read books. While this is helpful,
reading books doesnt allow couples to put put their learnings into practice and often seems
laborious.

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Once a couple has paid for our application it is on their mobile device for as long as they
wish to use it. There is no waiting list and it doesnt require a few hundred pages of reading
to use. It is based on proven couples councelling methods and activities. It measures
progress in a quantitative method through scoring systems and improves the quality of
relationships through increasing couples communication, understanding, and knowledge of
one another with forums and games.
3.5 Suppliers and Partners
Our partners will be the market suppliers of applications, including Apple and Android. They
will be our channel to the market. We will also partner with mobile companies to advertise
the application. IBM will supply the software we use to collect and analyse our marketing
information. We will contract an application development company such as to supply the
final application to be put to market and be charged with carrying out regular software
updates.
3.6 Strategy: Broad market and low cost
Project:Us will be available to the masses; to all people in relationships that need repair and
strengthening.
Applications such as ours cost up to only $10,000 to develop, as suggested by research (AM,
2013), along with another $5000 in market research. This investment is small when
considering the $20,000 approx in university fees paid to study a bachelor of psychology and
become a practicing therapist in New Zealand. Project:Us will come at a very low cost,
stimulating demand and allowing us to gain market share. This will appeal to couples of all
socio economic levels.
Quotes from three different couples therapy services in New Zealand, Auckland Counceling,
Couples Counceling and Shore Therapy, pictured a range from $110 to $140 for one 60
minute session. Our application in contrast will feature a price tag of $3 to $5 as suggested
by a research study (M,2011) .
The overall strategy is therefore Cost Leadership.

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3.7 Value Chain Activity: Technology and R & D
The most important value chain activity for this business is Technology and research and
development.
Project:Us will meet its vision by being up to date with the needs of this large market and
featuring engaging activities that meet its requirements. This will be done through ongoing
research into our customers and their relationships e.g. through focus groups, surveys, etc.
Our focus is on keeping the applications features useful and interesting for the customer
through constant design updates. The company will construct a board of advisors to provide
extra expertise on couples councelling and application design, although the majority of our
information will come from market research.
3.8 Business Processes
3.8.1. MARKET RESEARCH PROCESS This is a key process as a critical success factor for our
business is how many people are using the application. We must ask whether it is appealing,
and also, is it working? It is absolutely vital to carry out constant research to keep up to date
with the market and ensure we understand its needs.










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Start
Design Survey
Recruit Volunteers
Deploy Surveys to
Volunteers
Collect Survey Data
Analyse Data
Present Information
to Design team
End
Test Survey in Test
Group
Is survey
appropriate?
If Yes
If No then repeat
SPSS Marketing Analytics System
Advertise
SPSS Marketing Analytics System
Reports/ Powerpoints
Survey Collection System
Automatic Email Sytem























Presented by Marketing
Department

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Start
End
Conceptualize
Marketing
Information Into
Requirements/
Ideas
Plan Information
Architecture
Plan Visual Theme
Create Prototype
Test Prototype
Does It Satisfy
Requirements?
Send Design for
Development
If Yes
If No
Information Architect
Prototyping Software
3.8.2. APPLICATION DESI GN PROCESS We will translate our market research findings into
something visually appealing and easy to use, as well as effective. According to Windows
Phone (2014) the process of designing an application involves planning several key elements
of the application, such as conceptualisation, organisation, and visual aspects.



Utilised by Design
Department

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3.9 Functionalities
3.9.1. MARKET RESEARCH PROCESS
Can create surveys
Can analyse survey data collected to provide information on market
3.9.2. APPLI CATI ON DESI GN PROCESS
Can design and model the applications information architecture
Can produce prototypes of the application
3.10 Systems

3.10. 1. INFORMATION ARCHI TECTURE MODELLING SYSTEM This will model possible
information architecture structures for the applications design. How the information in our
application will be organised and will flow is very important to the overall design and
usability of the application.
3.10. 2. APPLI CATI ON PROTOTYPE MODELLING SYSTEM This will create virtual prototypes of
possible application designs and updates to the design. This will allow us to visualise the
application and test its usability before going to market and when carrying out
improvements to its features.
3.10. 3. STATISTICAL ANALYTI CS SYSTEM This will analyse the data retrieved from marketing
surveys completed by volunteer respondents. These are systems such as IBMs SPSS
software. SPSS has the capability to create and deploy surveys, capture the data and analyse
it to make predictions, identify trends and discover relationships, and then to report this
information with decision support capabilities.

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3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)

Research
and
Development
1. Market
Research
Process
1. Can create surveys

2. Can analyse survey data collected to
provide information on market

SPSS Statistical Analytics
System

SPSS Statistical Analytics
System
Collaboration System


Decision Support System
2. Application
Design Process
1. Can organise concepts by developing
information architecture

2. Can produce prototypes for testing
Information Architecture
Modelling System

Application Prototype
Modelling Sytem
Decision Support System

Decision Support System

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CONCLUSION
By introducing Project:Us to the Councelling industry, the market will realise a convenient
and entertaining solution to their problems. With first mover advantage and competitive
pricing is poised to fill a gap in our customers needs and grap a market top spot. Systems
such as SPSS analytics and Prototype modelling will allow us to create a streamlined
application that will reshape the way we approach relationships and foster a more secure
future.
REFERENCES

Windows Phone. (2014). Design Process. Retrieved from http://dev.windowsphone.com/en-
us/design/process

About.com. (2013). How Many Apps Are in the iPhone App Store. Retrieved from
http://ipod.about.com/od/iphonesoftwareterms/qt/apps-in-app-store.htm

Statistics New Zealand. (2012). Marriage, civil union and divorce. Retrieved from
http://www.stats.govt.nz/browse_for_stats/population/estimates_and_projections/demogr
aphic-trends-2012/marriage%20civil%20union%20and%20divorce.aspx

Rowinski, D. (2013). How Long Does It Take To Build A Native Mobile App?. Retrieved from
http://readwrite.com/2013/01/09/how-long-does-it-take-to-build-a-native-mobile-app-
infographic#awesm=~oEHp1Q0pketFka

Auckland Counseling. (n.d.). Contact. Retrieved from
http://www.aucklandcounselling.co.nz/#!contact/component_20591

Couples Counseling. (2009). Your 1
st
Session. Retrieved from
http://couplescounselling4u.co.nz/1st_session.html

Shore Therapy. (n.d.). Fees. Retrieved from http://www.shoretherapy.co.nz/fees/

App Muse. (2013). How Much Does It Cost To Develop A Mobile App?. Retrieved from
http://appmuse.com/appmusing/how-much-does-it-cost-to-develop-a-mobile-app/

Mashable. (2011). How To: Determine the Right Price For Your Mobile App. Retrieved from
http://mashable.com/2011/08/17/price-mobile-app/

IBM. (n.d.). SPSS Software. Retrieved from
http://www-01.ibm.com/software/analytics/spss/

Doherty, W. (2014). How common is divorce and what are the reasons?. Retrieved from
http://www.divorce.usu.edu/files/uploads/Lesson3.pdf

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