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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Amberley Tancock
NetID atan723
Group Number: 223
Website Link: http://infosys110group223.blogspot.co.nz
Tutorial Details
Tutor: Day: Time:
Johnnie Shubert Wednesday 11am
Time Spent on
Assignment:
26 hours Word Count: 1627

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ALIGHT
INTRODUCTION
We have found that people of all ages have a problem with waking up in the morning. In
setting an alarm to wake them up, they are being woken up abruptly and damage to their
health and vitality can occur, as well as decreased effiency in their daily lives. We have
designed a product called Alight which addresses the issues of the regular alarm clock. We
believe that our product will impact on the user in a way that will allow them to contribute
more to our society.
3. BUSINESS SECTION
3.1 Vision
To wake people up in a friendly manner, to promote their health and wellbeing, increase
their efficiency and productivity, and leave them feeling happy and refreshed.
3.2 Industry Analysis: Alarm Clock Industry
Industry: Alarm Clock Industry. Alight is a specialised alarm clock and so falls into the alarm
clock industry.
Force: High/Low: Justification:
Buyer power: High Buyers have many choices of whom to buy from.
Searching alarm clocks nz in Google (n.d) gives
hundreds of pages of different alarm clock
companies that are available for buyers to choose
from. Entering the Mighty Ape (n.d.) website,
there are over 20 pages of alarm clocks to choose
from these are an example of the huge range of
choices of different alarm clocks and companies

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and so therefore the huge buyer power.
Supplier power: Low Some of the parts required to make an alarm
clock include circuit boards, wires and batteries
(Savage Circuits, 2005) which are standard parts
used to make many different electrical items. As
there are many different suppliers of these items,
it is easy to change suppliers and so their power is
low.
Threat of new entrants: High Threat of new entrants is high because it does not
require a huge amount of capital to get into the
industry (low entry barriers).
Threat of substitutes: High Threat of substitutes is high because there are
many alternatives such as waking up via a
smartphone, or a similar technology such as an
ipod or computer which contain an alarm clock
setting, waking up in a natural manner (not using
an alarm clock) or being woken up by another
person (parents).
Rivalry among existing
competitors:
High Rivary is high between existing competitors
because there are many competitors and so a
fierce competition exists in order to attract
customers.
Overall attractiveness of the industry: As most of the forces are high, it is not a particularly
attractive industry to be in. We will need to focus our product on a particular part of the
market and differentiate it to others which are already on the market, in order to do well in
the industry.

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3.3 Customers and Thei r Needs
Our potential customers are those people who need to get up to go to any activity, such as
work, school, appointments, or anyplace. The customers will also likely own their home or
have permission to install our alarm system into their home, as the system does need to be
incorporated into their house by connecting to the facilities. Our system would be ideal to
be placed into new homes being built or homes being redesigned, so homeowners in this
situation would be a large part of the customer base.
The customers needs are that the product should be reliable in waking them up and a long
lasting solution. The customer needs a product to help them wake up the first time around
because hitting snooze on the alarm clock and drifting back off to sleep starts the sleepcycle
all over again and this has a negative impact on their health and wellbeing (Lifehacker,
2013). The customer also needs the product to address the underlying causes of why it is
that people find it hard to wake up in the morning. From our research, this stems from the
circadian rhythms of the body, the lack of light, temperature of the room and the hasty
nature of the alarm clock (National Sleep Foundation, 2013).
3.4 The Product and Service
Our product, Alight, is an integrated system that synchronises the lighting, sound and room
temperature, to create a positive experience in waking up. The product consists of a wall
panel, from where to set the alarm and other settings, and is wired to the existing lighting
and air conditioning. It also has a speaker to transmit the sound.
Regular alarm clocks only produce the sound aspect and so are not addressing the
underlying causes of why people find it hard to wake up in the morning. But with our system
we have incorporated lighting, to gradually activate, and temperature, triggered to an
optimal level to promote alertness. Exposure to morning light has been shown to promote
wakefulness (National Sleep Foundation, 2013) and has an effect on the bodies circadian
rhythms, making it easier to wake up (About.com, 2014). These elements of our alarm
system, address the customers needs in a way which other alarm clock products do not.

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Our alarm system also satisfies the customers needs by being reliable and lasting. It will
even add value to the customers home when selling their home the system would remain
in place and the new owners would be buying the alarm system with the house.
3.5 Suppliers and Partners
We will need a supplier of circuit boards, which will be supplied for the manufacturing of
our wall panel. Another supplier will be a wiring company to supply us with electrical wires,
to be used in connecting our system to the lights and air conditioning.
We will partner and collaborate with a company that has expertise in the area of designing
and manufacturing the wall panel. We will also partner with an electrician service. This will
be a partner and not a supplier, as we will need full time electricians to install the product in
the customers houses.
3.6 Strategy: Focused High Cost
Our product will have a narrower market rather than a broad market, due to the fact that it
will need to be installed into the customers houses. It will therefore not be ideal for
everyone and that will narrow down our market.
It will be a high cost product compared to other alarm clocks on the market and so will fall
into the high cost section.
The overall strategy is therefore Focused High Cost.
3.7 Value Chain Activity: Service after the sal e
The most important value chain activity for this business is service after the sale.
This is because the system is installed into the houses of the customers and they will have to
be reassured that they will be supported after the sale in case there are any problems with
the system. This links back to the customer needs of a reliable and long lasting system and
by supporting the customer after the sale we can ensure that the system continues to work
correctly and, if not, we will be responsible for fixing any problems. This value chain activity

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adds value to our business as by ensuring the reliability and maintainability of our product
we are creating a competitive advantage over the regular alarm clock products.
3.8 Business Processes
3.8.1. INSTALLATION PROCESS - The alarm system needs to be installed in the customers
houses. As this installation process occurs after the sale of the product, it therefore comes
under service after the sale in the value chain activities. This process is important as it is a
key aspect of our product to have the alarm system properly installed into the customers
houses.


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Start
Order processed
and sent through to
system installer
(electrician)
Travels to
installation site
System installer
collects system
components from
inventory
Installs alarm
system
Tests alarm system
Does the system
work correctly?
Fix problem(s) with
alarm system
Give user
demonstration of
how to operate the
system
Provide user with
instructions manual
and customer
support information
End
Yes
No
Sales
Inventory
Management
System


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3.8.2. CUSTOMER SERVICE PROCESS The customer service process is important because
when the customer buys the alarm system they will want a guarantee that if the system was
not working correctly, that they will be supported by our business and that any issues are
appropriately dealt with and fixed.

Start
Receive customer
feedback/complaint
Store feedback/
complaint in
customers file
Respond to
customer - thank for
providing feedback
Type of
feedback?
Work to resolve
problem
Problem
resolved?
Complaints
Analysis
System
Complaint/
problem
Good
No
Yes
Customer
Service
End
Customer
Management
System


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3.9 Functionalities
3.9.1. INSTALLATION PROCESS
Install the alarm system
Test the alarm system
3.9.2. CUSTOMER SERVI CE PROCESS
Receive and store customer complaints/feedback
Respond to customer complaints/feedback
3.10 Systems

3.10. 1. MESSAGED-BASED WORKFLOW SYSTEM The messaged-based workflow system
supports the functionalities of the installation process, as the system sends the work
assignments through email to the system installer (electrician), who then goes to the
installation site to install the alarm system. Without the message-based workflow system no
installation process would be able to occur.
3.10. 2. CUSTOMER MANAGEMENT SYSTEM The customer management system captures all
the information involved in dealings with the customer. It supports the functionalities of the
customer service process as it will contain customer contact information, any previous
issues/feedback they have given and all the necessary information to do with that customer.
3.10. 3. COMPLAINTS ANALYSI S SYSTEM The complaints analysis system will be used to
analyse customer complaints. For example, there may be a common problem within the
complaints received that urgently needs addressing to fix the issue and so this system will
analyse any patterns that exist between complaints. It can support the functionality of
responding to customer complaints as a common response to a problem can be formulated
from the analysis.

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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)

Service
after the
sale
1. Installation
Process
1. Install the alarm system.

2. Test the alarm system.
Message-based workflow
system

Testing Analysis System
Collaboration System


Decision Support System

2. Customer
Service
Process
1. Receive and store customer
complaints/feedback.

2. Respond to customer complaints /feedback.
Complaints Analysis System


Customer Management
System
Customer Relationship
Management System

Customer Relationship
Management System









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CONCLUSION
In conclusion, Alight is a unique product, created to overcome the issues of waking up in the
morning. Our business plans involve a number of different information systems and
collaborations with other businesses, which add value to our business and will help us to
achieve success in the market.
REFERENCES

1. About.com. (2014). The 10 Best Ways to Wake Up. Retrieved from
http://sleepdisorders.about.com/od/howcanisleepbetter/ss/The-10-Best-Ways-To-
Wake-Up_4.htm

2. Google. (n.d.). Alarm Clock NZ. Retrieved from
https://www.google.co.nz/#q=alarm+clock+nz

3. Lifehacker. (2013). Science explains why you should stop hitting the snooze button.
Retrieved from http://lifehacker.com/5991618/science-explains-why-you-should-
stop-hitting-the-snooze-button

4. Mighty Ape. (n.d.). Alarm Clocks. Retrieved from
http://www.mightyape.co.nz/Home-Living/Decor-Accessories/Clocks/Alarm-
Clocks/All

5. National Sleep Foundation. (2013). Sleep Drive and Your Body Clock. Retrieved from
http://sleepfoundation.org/sleep-topics/sleep-drive-and-your-body-
clock/page/0%2C1/

6. Savage Circuits. (2005). Digital Alarm Clock. Retrieved from
http://www.savagecircuits.com/content.php?70-Digital-Alarm-Clock