Professional Documents
Culture Documents
Applied Communication
(E15/COMB2009/03)
Page 1
TABLE OF CONTENTS
1
Executive Summary............................................................................................. 3
1.1
Issue.............................................................................................................. 3
1.2
Solution.......................................................................................................... 3
Product................................................................................................................. 4
2.1
2.2
Development Requirements..........................................................................5
2.3
Competitor Analysis....................................................................................... 6
Market Analysis.................................................................................................. 10
3.1
3.2
SWOT Analysis............................................................................................. 12
Marketing Strategy...................................................................................... 13
4.2
Sales Strategy.............................................................................................. 13
Company Description......................................................................................... 14
5.1
Company Summary..................................................................................... 14
5.2
Mission......................................................................................................... 14
5.3
Key to Success............................................................................................. 14
5.4
Company Financial....................................................................................... 15
Personnel Summary........................................................................................... 16
6.1
Personnel Plan............................................................................................. 16
6.2
Conclusion.......................................................................................................... 17
Sources.............................................................................................................. 18
Page 2
1 EXECUTIVE SUMMARY
1.1 ISSUE
Singapores tourism industry has been seeing steady increases of international
visitors over the years; the increase in visitors are a welcome relieve for the
Singapore Tourism Board (STB) despite the overall downward trend of the global
economy and weak regional currency vis--vis Singapore dollar. STB is optimistic
that the projected forecast visitor will reach 15.7 million by the end of the year.
With this increase in visitors; the hotel industry performance is expected improve,
however this is not the case. The room night sold vs. room night available gap has
increased, resulting in the decrease in room occupancy rate. The most notable
contributing factor for the decrease is due to the increase of hotel room supply. In
second half of 2015 and first half of 2016 saw a spike in many mid to high end hotel
openings, resulting in an increase of room night available.
1.2 SOLUTION
We at Business IT Pte. Ltd would like to create a mobile application to provide user
with the most latest and complete information for booking a hotel room
instantaneously.
Page 3
2 PRODUCT
2.1 INTRODUCTION
AND
PRODUCT OVERVIEW
Technology Innovation is one of the primary strategy at Business IT Pte. Ltd, we had
the idea to create a mobile application which provides a channel for anyone and
everyone who is planning a trip or vacation to search and book a stay of their
choosing. We understand that the market segment within mobile application is still
developing and there is a great potential for growth in this market. We realized that
there is already similar mobile application available in the market as it is; we believe
that much of these mobile application has short comings and limited services
provided. So we decided to create an App to fill this hole in the market: hence Hotel
One was born.
Hotel One is a mobile application which allows the user to access the live
information of available hotel/motel vacancy within the default 1km radius of
selected location. Other features include in the App are:
access)
Any disability access facility within the hotel
Children or infant facility within the hotel
Point of interest around the selected stay location
Travel Emergency Contacts (i.e. local embassy address and contact number)
In-house medical service within hotel (i.e. on call doctor or nurse)
Page 4
Applicati
Mobile Version
Requires User to acquire this app
on Access
User
required.
Standard User interface for both
interface
Develop
ment
Hardware
Interface
devices.
Distributi
etc.)
App is listed in the IOS The APP
on
Page 5
With advances in cell phone technology, users are no longer desk bound just to get
on the internet. The time users spent on the mobile grows exponentially and from
below chart we know Mobile digital media time in the US is now significantly higher
at 51% compared to desktop (42%).
Desktop/Laptop
2.8
2015
2.4
2.6
2014
0.4
2.4
0.3
Years
2.3
2013
2012
2.3
1.6
2.6
0.3
0.3
The Hotel One mobile application is intended to capitalize on the growing trend of
user using mobile devices to facilitate the day to day activities like searching the
web, paying bills, shopping online and also searching and booking for the next
holiday getaway while waiting for the train.
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2.3
Competitor analysis is critical to any business plan when introducing a new product
to a new market. Our competitor analysis will help in our business decision by
evaluating the existing competitors information and their potential impact.
After evaluated the market share, we concluded that the top 5 major competitor
Apps are as follows:
Name of App
Hotels.com Hotel Reservation
App icon
Below are detail descriptions of the competitor application and also a comparison
chart against Hotel one App.
Hotels.com
Hotels.com
Features
Book direct
All available travel deals are displayed
Save favorite deals and comment on deals
Share and research travel deals
Online user reviews
Page 7
Hotels.com
Expedia
lodges
Booking under a minute
Trivago
Booking.com
booking
Available sync of app and website
Price filter and review filter
Extensive user reviews online
Hotel Tonight
Page 8
Page 9
Features
User
High
Medium
Medium
High
Medium
Interface
Average
4.4
3.9
4.1
4.6
4.3
Rating
Updates
Range
Frequent
2km
Moderate
2km
None
2km
Frequent
3km
Moderate
2km
New App
1km
finding
Map
US
US
Europe
Europe
US
Asia
Search
Mainly
Mainly
Mainly
Mainly
Mainly
Pacific
Initially
Page 10
3 MARKET ANALYSIS
We conducted market research analysis to gather target market information which
can be divided into two sections. First is the market and targeted customer group,
the second is competitor analysis. Finally, we conduct a SWOT analysis to better
understand our selves and align our strategies with our business.
3.1 MARKET
AND
CUSTOMER GROUP
Page 11
The next questions to ask is how many international visitors does Singapore
welcome in a year and what are the demographic of these visitors? What is the
average stay duration of visitors? To answer these question, we look to the
Department of Statistics Singapore for historical statistical data published.
0% 4%
Americas;
Oceania; 8% Others;
Europe; 11%
Asia; 77%
Page 12
10,000.0
51.1
141.3
408.2
229.5
333.6
245.9
353.3
593.0
1,170.4
2,156.9
8,000.0
2,565.4
14,000.0
12,000.0
6,000.0
50.7
140.9
438.6
236.1
352.0
264.6
388.5
659.5
1,286.5
2,265.4
46.7
117.1
415.6
235.9
354.6
270.7
398.6
707.4
1,370.2
2,572.3
2,494.4
2,627.1
2,729.7
3,669.5
3,231.3
3,179.5
CY 2013
CY 2014
CY 2015
3,065.2
4,000.0
2,000.0
0.0
2,274.8
Under 1
8-10
11-14
15 - 29
30 - 59
60 & Over
The average length of stay for international visitor are 3.5 days, 3.7 days and 3.6
days for CY 2013, CY 2014 and CY 2015 respectively. (Yearbook of Statistics
Singapore, Statistics Tables)
Strengths
Weaknesses
- Unable to use without internet,
growing trend.
Easy access with anytime
anyway.
Multi-platform available.
Popular makes it easy for
attack.
System needs to be upgraded
Employee must be profession
skill
Threats
Page 13
advertising
Royal member program to
reward monthly higher spend
member.
market
Someone who want to copy idea
An increasing number of device
to support.
Page 14
internet etc.
Direct Marketing: straight communication channel to potential customer
through emails, interactive websites, fliers and magazine advertising.
Page 15
5 COMPANY DESCRIPTION
5.1 COMPANY SUMMARY
Business IT Pte. Ltd is a young company that was registered in 2014 that provides
expertise in Mobile Application design and APP service provider. Business IT is a
partnership company and the goal is to be as inexpensive as possible utilizing no
debt financing and a home office start-up. The current Director/Owner of the
company are Mr. Koh Leong Chian and Mr. Danny Ang.
5.2 MISSION
Hotel One (H1) is the most complete mobile app for travellers of all types to
search and book their stay be it at a hostel, a bed and breakfast motel, a home stay
or a 6-star hotel. Our purpose is to provide an innovative mobile application to help
users by transform the process of booking a stay or a trip into a simple and intuitive
experience. Our application will provide the user with all relevant and necessary
information plus additional services right in the palm of their hands.
5.3 KEY
TO
SUCCESS
Page 16
2014
$ 587,882
$ 176,766
$ 36,899
2015
$ 643,671
$ 289,764
$ 43,887
Balance Sheet
2014
2015
Current Asset
Cash
Other Current Asset
Total Current Asset
$ 233,776
$ 278,766
$ 512,542
$ 297,863
$ 301,879
$ 599,742
Current Liability
Accounts Payable
Current Borrowing
Other Current Liability
Total Current Liability
$
$
$
$
$
$
$
$
Other Input
Payment Days
30
189,848
30,622
220,470
242,380
41,654
284,034
30
Page 17
6 PERSONNEL SUMMARY
6.1 PERSONNEL PLAN
The follow is our personnel plan. We will be engaging one developer for the
marketing and customer support of the mobile app in the initial phase and
subsequently this will be reduced. Xxx will handle the web maintenance and the
community administrator.
Personnel Plan
Developer
Business IT Pte.
2016
$15,000
$96,000
2017
$9,000
$96,000
2018
$9,000
$96,000
Ltd
Total people
Total Payroll
6
$111,000
6
$105,000
6
$105,000
Worst
Medium
Best
$34,567
$34,567
$57,897
$57,897
$97,233
$97,233
$111,000
$$111,000
$111,000
$$111,000
$111,000
$$111,000
$2,600
$2,600
$2,600
$2,600
$113,600
($79,033)
$2,600
$113,600
($55,703)
$2,600
$113,600
($16,367)
Page 18
7 CONCLUSION
Despite growing consumer demand for online service and purchase via mobile
devices, the capability remains scarce in most markets. Plus, modern consumption
patterns tend to be fast, convenient and secure. We at Business IT Pte. Ltd. wants to
provide a system to overhaul and revitalise all previous cumbersome order
processes.
When launching mobile version Hotel One in the market, we have considered the
key factors consumers are looking for: price discount, ease and security of
transaction. Hotel One is able to perform all the desired key factors and also
perform comparison with other opponent about price and hotel details; as one of
our mission at Business IT is to present the most latest and most accurate
information to our customer.
Ours proposal has showed the flow, structure and working of the Hotel One; and it is
user friendly, ease of use and is readily accessible on largest mobile market
platform which is IOS and android. Hotel One most important competitive edge is
the low cost/high profit business model, that and also our ability to filter the
information efficiently for the user. It changes the experience of booking a hotel into
a much easy and friendly by combines all aspects of the process into one quick and
reliable platform.
Business IT Pte. Ltd aims to be the top provider of hotel booking service in the
market where it is constantly evolving, we can conclude that a good application can
be used to reduce human effort and time on cumbersome traditional hotel booking
system. This business plan is to provide most of the information that can be
prepared before entering the market; but a plan is only effective when it has been
tested and proved. We at Business IT will adapt and adjust our product along this
ever-evolving market to emerge as the top service provider in Asia Pacific.
Page 19
Page 20
8 SOURCES
1. Mobile Internet Trends Mary Meeker 2015
http://www.smartinsights.com/?attachment_id=53811
2. IATA (8 March 2016) Stronger Passenger Demand Continues into 2016:
http://www.iata.org/pressroom/pr/Pages/2016-03-08-01.aspx
3. Department of Statistic Singapore, Yearbook of Statistics Singapore:
http://www.singstat.gov.sg/publications/publications-and-papers/reference/yoscontents
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