Академический Документы
Профессиональный Документы
Культура Документы
MICHELLE WANG,
JANAE ZHANG, & KATIE CHEN
MONTA VISTA HIGH SCHOOL
21840 MCCLELLAN ROAD
CUPERTINO, CA, 95014
TABLE OF CONTENTS
1.0 EXECUTIVE SUMMARY.................................................2-3
1.1 INITIAL BENEFITS STATEMENT..................................................2
1.2 COMPANY MISSION STATEMENT..............................................2
1.3 ENTERPRISE CHARACTERISTICS.............................................2-3
PRODUCT5
ILLUSTRATIONS6
KEY GRAPHS..............................7
COMPARISONS...................8
4.0 MARKET...................................................................10-11
4.1
4.2
4.3
4.4
MARKET PROFILE..10
TARGET MARKET...10
KEY MESSAGE.11
MARKETING STRATEGY..11
5.1
5.2
5.3
5.4
5.5
FIVE-YEAR PERFORMANCE......................................................12
USE OF PROCEEDS..................................................................14
INCOME STATEMENT..............................................................15
BALANCE SHEET.....................................................................15
CASH FLOW............................................................................16
7.0 ASSUMPTIONS..........................................................17
7.1 ASSUMPTIONS.........................................................................17
8.0 APPENDIX.....................................................................18
8.1 APPENDIX...............................................................................18
CONVENIOLOGY 1
CONVENIOLOGY 2
CONVENIOLOGY 3
CONVENIOLOGY 4
These are just few of the many problems presented to us in this sector; our entire focus is
on efficiency and the convenience of our app, which we will provide to our users to use to the
fullest of its capabilities.
CONVENIOLOGY 5
3.2 ILLUSTRATIONS
HOME SCREEN
ICON
CONVENIOLOGY 6
http://www.parking.org/media/245544/2013_emerging%20trends_web.pdf
http://www.parking.org/media/245544/2013_emerging%20trends_web.pdf
3
The following information is from each companys respective official website.
2
CONVENIOLOGY 7
3.4 COMPARISONS
Similar apps such as SFPark, ParkNow, ParkWhiz, and SpotHero only provide
information about parking garages (and not meters), are limited in their locations, and/or do not
provide real-time data. Our app will not only address all these problems, but also go beyond to
predict which meters will soon be available based on their time limit.
CONVENIOLOGY 8
SWOT ANALYSIS
CONVENIOLOGY 9
4.0 MARKET
4.1 MARKET PROFILE
In 2013, the U.S. Commerce Department predicted a growth of a new high of foreign
travellers of 69.6 million. This is just the foreign community, there are millions in the United
States travelling coast to coast, exploring the countrys land. 95% of the American population
owns a vehicle where in which the number of owned vehicles is increasing on an average of
eleven million per year. According to the Bureau of Transportation Statistics for 2012, there
were 254,639,386 registered vehicles and this number is growing along with the number of
people who have a drivers license4. Our size extends to the extent of the American population
who commute in their own vehicles in metropolitan cities all across the United States of
America. In addition, there were an estimated 163.9 million5 smartphone users in the United
States. This number is expected to reach around 220 million (around 66% of Americas
population) by the year 2018. These two numbers share many of the same members; These
figures show that CityPark will appeal to a large number of people nationwide as they flock to
cities like San Francisco without the hassle of trying to find a parking space.
4
5
http://www.statemaster.com/graph/trn_lic_dri_tot_num-transportation-licensed-drivers-total-number
http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/
CONVENIOLOGY 10
all major cities across the country. Following our nationwide expansion, we wish to gain the
status as an independent company.
CONVENIOLOGY 11
CONVENIOLOGY 12
CONVENIOLOGY 13
CONVENIOLOGY 14
923000
923000
73000
1121100
1121100
73300
1322990
1322990
83400
1524691
1524691
84000
1532905
1532905
86500
73000
73300
83400
84000
86500
850000
1047800
1239590
1440691
1446405
CONVENIOLOGY 15
CONVENIOLOGY 16
7.0 ASSUMPTIONS
7.1 ASSUMPTIONS
We are assuming that in our first year we will have 255,750 cumulative downloads of
CityPark. This number is based on the number of people who commute to San Francisco daily
crossed with people who own smartphones, and we are assuming that this market is sustainable.
From the first year onwards, the number grows somewhat exponentially with our success and
expansion to other cities. We are also estimating that each year, one person might pay by card for
$5 worth of time 75 times and pay by coin 25 times. The $5 would give us $1.25 profit each use,
and each coin payment earns us $0.50. Another assumption is that out of approximately 250
working days a year, a user will renew their spot 25 times for $5 worth of time, giving us a 20%
profit of $1 per renewal. We are inferring that users using this app are able to pay for their
meters, especially concerning card payments, and are not in debt.
CONVENIOLOGY 17
8.0 APPENDIX
8.1 APPENDIX
San Francisco population as of 2014: 852,469
California population as of 2014: 38,802,500
United States population as of 2014: 318,857,056
(Source: U.S. Census Bureau)
Top 50 cities in the U.S. by population as of 2013: data from Infoplease
APP: CITYPARK
YEAR
Price of App
Cumulative Downloads
Advertising Revenue Per Year
Charge to Find a Spot - Card
Per Person Yearly Usage of Card
Charge to Find a Spot - Coin
Per Person Yearly Usage of Coin
Charge for Renewal of Spot
Per Person Yearly Usage of Renewal
1
2
0.99
0.99
255750 341000
0 10000
1.25
1.25
75
75
0.5
0.5
25
25
1
1
25
25
Number of People
Salary Per Employee
Office Rent Per Year
Supplies
Equipment
Advertising Cost
Cost to Sell on iTunes Per App
Data Storage
9
100000
72000
5000
19000
8000
0
1000
11
10
25
10
200000
2,000
0.99
11640000
40000
1.25
75
0.5
25
1
25
5
0.99
0.99
15520000 25025610
60000
1.25
75
0.5
25
1
25
80000
1.25
75
0.5
25
1
25
13
15
15
72000
1000
4000
8000
0
1300
80000
1000
4000
8000
0
3400
80000
1000
4000
8000
0
4000
80000
1000
18000
8000
0
6500
2000
2000
2000
2000
CONVENIOLOGY 18