1

INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Malhar Shah
NetID msha827
Group
Number:
207
Website
Link:
https://www.blogger.com/blogger.g?blogID=2009503772041186085#allpage
s
Tutorial
Details
Tutor: Day: Time:
Johnnie Shubert Wednesday 11am
Time Spent
on
Assignment
:
25 hours Word Count: 1642

2


2
AAD ACTION AGAINST DYSLEXIA!
INTRODUCTION
Dyslexia is a common learning barrier for many students and effects their ability to read and
write. Therefore students with dyslexia require special assistance while studying which
comes at a high cost for the government who has to fund these services. Therefore, we have
come up with a business solution, in the form of an application that takes a document such
as a PDF and converts it into an audio file that can be played back at the desired speed along
with a built in speech to text function to reduce the cost of providing services to these
students.
3. BUSINESS SECTION
3.1 Vision
To create innovative, cost effective products to help reduce learning barriers for the leaders
of tomorrow.
3.2 Industry Analysis: Learning support services
Industry: Learning support services. The industry in which my company will operate in is the
learning support services industry.
Force: High/Low: Justification:
Buyer power:


Low Weve had to pay for a teacher aid to help him
because he cant get the quality education he
derserves(Fuatia,T, 2012). This quote helps to
show that the buyer power in this industry is very
low due to the fact that there are very few
services available to choose from to assist
students that have learning disabilities.

3


3
Supplier power:

High Impossbile for her to succeed at school without
teacher aid (Taylor C, 2011). This shows us the
limited choice that buyers have as to whom they
wish to buy from or which service they wish to
receive, which shows that the supplier power in
the learning support services industry is high.
Threat of new entrants:

High The threat of new entrants is high because there
is no special knowledge required to enter this
particular industry as information for the
customers needs can be easily obtained and as
there are no major barriers to entry such as large
setup costs.
Threat of substitutes:

Low The threat of substitute products is low in the
learning support services industry due to the
nature of learning disabilties that people have,
many of which have no cure (Perlstein D, 2013).
Due to this, there are no substitutes to receiving
the services from the learning support
organisations.
Rivalry among existing
competitors:
Low The rivalry amongst the existing competitors is
very low as there are only a few organisation that
provide learning support services or products to
support students with learning disabilties,
resulting in lower levels of competition.
Overall attractiveness of the industry: I think that this is a very attractive industry as most
of the forces in the learning support services industry are low, which implies that this is an

4


4
attractive industry to be in. Due to the buyer power being low, supplier power being high
with low threat of substitutes, this would be a good industry for a start up company like
mine to enter into and try to gain/obtain market share.
3.3 Customers and Thei r Needs
Our main customers are students with dyslexia as we have created this product for them.
Dyslexic students find common tasks such as reading and writing hard to do and find it hard
to read text and process it quickly in their minds. Therefore they require assistance with
tasks such as notetaking during classes. Dyslexic students also find it hard to covert what
they are thinking into written notes and therefore need assitance with writing/making
notes.
Learning support departments at universities are another one of our customers. Their
primary need is a cost effective solution to the current services they are providing to
students with learning disabilities. R. Napier (personal communication, 28 March,2014)
estimated the per semester cost for providing the note taking service to be $198,720.
3.4 The Product and Service
Our product meets the needs of dyslexic students as they can upload a document which
would can be converted into an audio file which the student can adjust the speed of to
match their personal requirement. Students are also able to use the speech to text function
of the app to convert what they say and have it written down for them reducing the errors
in writing and is therefore addressing their other primary need.
Our product also addresses the needs of the learning support department at the universities
as through the implementation of our app, they will be able to provide the same services,
but at a fraction of the cost resulting is them having more funds available to help students
that have other learning disabilities.
3.5 Suppliers and Partners
A potential supplier for us is Moa Creative, a company that specialises in making
applications. They are going to make the application for us and will be therefore supplying

5


5
us with the necessary software. Another potential supplier for our company is Nuance NDEV
Mobile who will supply us with the speech to text software. They are another important
supplier for us as without their software, the AAD app will not be able to have the speech to
text function.
A potential partner for us are the Ministry of Education as they are currently providing the
funding for learning support services and therefore by partering up with them will give us a
platform to launch our app as they could promote it and we could help them by reducing
the amount they need to fund. The Dyslexia Foundation of NZ could be another partner for
us as they could help promote the use of our app increasing its awareness and we could
help them by granting them access to our app.
3.6 Strategy: Focused Low Cost
The cost strategy of our product is going to be low cost as we are trying to create a cost
effective/low cost app as identified in our vision statement. The competitive scope of our
product is narrow as the market to which we are trying to sell this app to is small because
the AAD app is only helpful to users that have dyslexia and compaired to the total poluation,
that is a small majority of people.
Therefore the overall strategy is focused low cost.
3.7 Value Chain Activity: Service after the sal e
The most important value chain activity for our company is Service after the sale.
The reason it is the most important value chain activity is because we have created the AAD
app to provide learning support/assistance. Therefore we want to continue this support
after we have sold the product, to ensure that we can help our customers by removing their
learning barriers, meeting our vision and leaving our customers satisfied. To ensure that our
app remains low cost and meets our cost strategy we will not pass on any of the service
after the sale costs to our customers.
3.8 Business Processes

6


6
3.8.1. CUSTOMER FEEDBACK COLLECTION PROCESS This process if very important to our
organisation as through the received feedback we will be able to improve our app to ensure
that our product meets the customers needs. By having this process in place, we will be able
to identify areas where we can improve the ADD app and will be able to fix bugs and send
improved versions of our app through updates.

7


7
Start
Contact customer
Analyse the
received feedback
Shortlist changes
that could be made
Contact Software
developer and
discuss possible
changes
Decide whether
those changes are
possible?

Make
improvements To
app
Contact customer
explaining why
change cannot be
made e.g. dont
have the technology
Yes
No
Finish
Customer service
department
Customer Contacting System
Store customer
feedback
Receive feedback
from customer
Finalize changes
that are going to be
made
Release an update
with the
improvements on it
Data Storage Department
Feedback storing system



3.8.2. SERVI CE RECOMMENDATI ON PROCESS This process is important for our organisation
as it falls in with our vision. The reason why this is an important process is because through

8


8
the received feedback, we will be able to identify customers whose needs we might not be
able to fulfil through our app. In order to provide a service after the sale and to go that extra
mile we want to use this process to help those customers by providing them assistance to
where they could go to receive special assistance if required.
Start
Contact Customer
Analyse gathered
Feedback
Identify what needs
are not met
No
Recommend an
organisation that
could help customer
Contact them and
ask if they need any
additional
assistance
Yes
End
Customer Contacting System
Customer service
department
Does the app meet
the required needs of
the customer?
Look at
organisations that
could provide a
service to meet that
need
Store customer
feedback
Feedback storing system
Data Storage Department

3.9 Functionalities
3.9.1. CUSTOMER FEEDBACK COLLECTION PROCESS

9


9
Email/text customer
Store customer feedback
3.9.2. SERVI CE RECOMMENDATI ON PROCESS
Identify customers needs
Recommend a service that a customer could use
3.10 Systems

3.10. 1. CUSTOMER CONTACT SYSTEM This system meeds the above functionalities as it
helps to contact the customer. Through the implementation of this system, we will be able
to contact our customesr in different ways such as through email/text and receive their
feedback from which we can work out ways to improve our product and help to remove
learning barriers for our customers.
3.10. 2. FEEDBACK STORI NG SYSTEM This system meets the above functionalities aswell as
once the feedback is gathered, this system will be able to store the received feedback from
the customers from which we can identify the customers needs. By having this process in
place we will be able to meet our vision and satisfy our customers.
3.10. 3. SERVICE LOCATING SYSTEM - This system meets the functionality of recommending a
service that a customer could use, if our product does not meet their needs. This is an
important system as it will enable us to locate service providers that we could recommend
to our customers which will help in removing learning barriers, satisfying their needs and
helping us meet our vision.

10


10
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. Customer
feedback
collection
process
1. Email/text customer

2. Store customer feedback
Customer contact system

Feedback storing system
Customer Relationship
Management

Decision Support System
2. Service
recommenda
tion process
1. Identify customers needs

2. Recommend a service that a customer could
use
Feedback storing system


Service locating system


Customer Relationship
Management

Decision Support System



11

11
CONCLUSION
By implementing information technology to create an application, we have been able to
provide our customers with an application that assists them in and out of class and by
reducing the overall cost to provide some services. The information systems also assist us in
making improvements to our app and recommending services that could be used allowing
us to satisfy the needs of our customers, meeting our vision and addressing the initial
problem.
REFERENCES

1. Dyslexia Foundation. (2014). The DFNZ foundation about the foundation. Retrieved
from: http://www.dyslexiafoundation.org.nz/about.html

2. Fuatai, T. (2012). Larger classes move sparks alarm. Retrieved from:
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10806391
3. Hatcher, J., Snowling, M. J., & Griffiths, Y. M. (2002). Cognitive assessment of dyslexic
students in higher education. British Journal of Educational Psychology, 72(1), 119-
133. Retrieved from:
http://psychsource.bps.org.uk/details/journalArticle/3346861/Cognitive-
assessment-of-dyslexic-students-in-higher-education.html
4. Moa Creative. (2014). Our Work. Retrieved from: http://www.moacreative.com/our-
work/

5. Nuance NDEV Mobile. (2014). How it works. Retrieved from:
http://dragonmobile.nuancemobiledeveloper.com/public/index.php?task=home

6. Perlstein,D. (2013). Dyslexia. Retreived from:
http://www.medicinenet.com/dyslexia/page5.htm

7. Stevens, A. (2011). 50 interesting facts about dyslexia. Retrieved from:
http://athome.readinghorizons.com/community/blog/50-interesting-facts-about-
dyslexia/

8. Taylor,C. (2011). Special-needs girl off school after extra funds refused. Retrieved
from: http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10738509