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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Yadi She
NetID yshe830
Group Number: 9
Website Link: http://infosys1102014fcgroup09.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Claris Chung Monday 9am
Time Spent on
Assignment:
30 hours Word Count: 1528

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THE MOLE MAPPER
INTRODUCTION
With the increase in skin cancer cases in New Zealand and globally, we face a detrimental
issue where people are suffering and dying due to late diagnosis, because appoitments are
often expensive to book and have a long waiting list which means that most people wont
really bother with getting their moles checked out. Cancerous moles arent checked out in
the early stages until its too late and that is our problem. The solution that we have come
up with is an app that will allow you to not only monitor what is happening with your moles,
but also remind you when its time to check up on your mole and when you need to see a
specialist. This will mainly benefit smartphone users who are aged 25-44 because as shown
in New Zealand statistics among people aged 25 to 44 years, melanoma was the leading
cancer among males, while among females aged 25 to 44 years it was the second most
common cancer (Cancer Society, 2013).
3. BUSINESS SECTION
3.1 Vision
Our vision is to provide a service that will revolutionalise skin cancer diagnosis, by providing
a free and easy to use app that will allow anyone, anywhere and at any time to keep track
and monitor development in their moles, so that they can receive treatment as soon as they
are at risk and decrease the amount of deaths due to late diagnosis.
3.2 Industry Analysis: Skin Cancer Medical Industry
Industry: Skin Cancer Medical Industry
Force: High/Low: Justification:
Buyer power: Low Buyers dont have many options when it comes to
mole mapping because the only solution they
have is to book an appointment with a specialist

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or GP
Supplier power: High
Other than skin cancer specialists, whom are very
expensive to book and also have a long waiting
line, the New Zealand Cancer Society has other
information that provide you with

information about where you can get your

skin checked (Cancer Society, 2010).
Threat of new entrants: Low Technical apps are difficult to develop, and would
not only take a lot of expertise but also a lot of
money to hire developers and liaze with partners.
Even though its a free app for the customer,
once they start using one mole mapping app,
they would tend to not bother with another one
that provides the same function, especially if they
have a busy timetable
Threat of substitutes: Low The only other competitor out there currently
would be mole specialists and dermatoligist, and
they are expensive and have a long waiting time,
compared to our app which is free and can be
accessed at anytime of the day.
Rivalry among existing
competitors:
Low
This app will eliminated the need for the
customer to get diagnosed by a GP and then
forwarded onto a specialist. (Ministry of Health.
2013).

Overall attractiveness of the industry: High, this is a very favourable industry to go into
because this type of service is hard to replace, because once the customer starts using the

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app, all their data will be stored in the app, and they will be reluctant to start again on a new
app.
3.3 Customers and Thei r Needs
Our target group of customers are every one who uses smartphones and have a busy
schedule, people who do not have time or the money to book an appointment with a
specialist (National Cancer Institute, 2011). This app will address their need by providing a
quick and easy solution that they can use from the comfort of their own home. It caters to
their convenience and it means that they can get the information and education they need
to determine if they are at risk of melanoma, before investing time and money into seeing a
specialist. Due to the large target market and the variation of age groups that can benefit
from this app, customers will also need an interface that is easy to operate and doesnt
require much, or any, technical knowledge.
3.4 The Product and Service
The inbuilt alarm system prompts the customer when they need to check up on their mole
or if their moles are at risk of becoming cancerous, which addresses customers who have a
busy lifestyle or are forgetful. The app is easy to use, which addresses customers who arent
confident with smartphones or want a something that they dont have to learn how to use.
This is a free app that customers who cannot afford expensive appointments can constantly
use, and only if it becomes malignant that they have to seek a specialist, which means that
they only have to spend money when they need to.
3.5 Suppliers and Partners
Suppliers: App developers to help us create and maintain our app, making sure its easy to
use, making sure that there are constant updates made and any bugs or glitches can be
fixed. Our other suppliers would be the Apple App Store, the Google Play store, and the
Windows app store, so that our app can be available to Apple, Android and Windows users.
Partners: Skin cancer specialists would be one of our partners because when the customers
are at risk, the app will recommend them to the specialists partnered with us. Another

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partner would be pharmaceutical companies, who provide incoming customers whoa re
diagnosed with skin cancer.
3.6 Strategy: Cost Leadership
This app is targeted at a broad market (anyone who has a smartphone, has a busy schedule,
and is not financially capable of booking multiple appointments with mole/skind cancer
specialists. This will be a free app, which will directly target those who cannot afford to book
a specialist appointment, and would be more motivated to be wary of these issues if there
was a free service, hence the low cost bracket, resulting in our strategy being cost
leadership.
3.7 Value Chain Activity: Technology and Development (R&D)
The most important value chain activity for this business is technology and development
(and R&D) because the app will need to be constantly updated, as well constantly
developed to make the app more user friendly as well as catching up to all the smartphone
updates and bug fixes. When there are advances in diagnosing skin cancer, or when there
are updated information on what causes skin cancer and how you can prevent yourself from
getting it, we will need to constantly update the information in our app so that our
customers stay informed, and meets with customer satisfaction, which includes the
research component as this is constantly being researched in the real world. There are also
constant bug fixes that need to be addressed.
3.8 Business Processes
3.8.1. ALGORI THI M FOR DIAGNOSING CANCEROUS MOLES:

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3.8.2. IMPROVED ALGORI THM FOR DIAGNOSING CANCEROUS MOLES:


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3.9 Functionalities
Allows you to take pictures of your moles and store them within the app, so
that you can build a database for analysis and detecting skin cancer
Allows you to rate and review the app to improve customer satisfaction

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3.10 Systems

I have chosen the Customer Relationship Management System, because this correlates and
untilises the rate and review part of the app, as well as addressing customer satisfaction,
which is the main objective in our vision, and stated, the definition of CRM as a
companys goals can be best achieved through identification and satisfaction of
the customers' stated and unstated needs and wants (Business dictionary, 2014). Our rate
and review function will allow customers to constantly provide feedback about our app, so
that developers can customise the app, and improve improve customer satisfaction.











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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)

Technology
and
Development
(R&D)
1. Capturing
images taken
of the
customers
mole
1. Layering these pictures to keep a timeline of
how the mole if developing

Reporting CRM
2. Rating and
feedback
1. Inputing a rating out of five stars as well as
allowing for extra feedback to submit, and be
reviewed by developers for future app
upgradesc
Predicting CRM

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CONCLUSION
This app uses the combination of systems, to capture and analysize data, and IT to
translates and communicate that information, not only to the customer, but also to
developers and partners so that it can assist the customer in their everyday life, and reduce
the number of late diagnosis and deaths due to skin cancer, making the world a better
place, and improving quality of life. This app is something that can easily be incorporated
into their everyday lives, so that everyone can become more health conscious when it
comes to skin cancer, and its severity.
REFERENCES

1. National Cancer Institute. (2011). Anyone Can Get Skin Cancer. Retrieved from
http://www.cancer.gov/cancertopics/prevention/skin/anyone-can-get-skin-cancer

2. Cancer Society. (2010). Where can I get my skin checked?. Retrieved from
http://www.cancernz.org.nz/assets/files/info/IS_where%20can%20I%20get%20my%2
0skin%20checked_Mar2010.pdf

3. Ministry of Health. (2013). How the Elective Process Works. Retrieved from
http://www.health.govt.nz/our-work/hospitals-and-specialist-care/elective-
services/how-electives-process-works

4. Business Dictionary. (2014). What is Customer Relationship Management. Retrieved
from http://www.businessdictionary.com/definition/customer-relationship-
management-CRM.html

5. Cancer Society. (2013). Skin Cancer Facts and Figures. Retrieved from
http://www.cancernz.org.nz/reducing-your-cancer-risk/sunsmart/about-skin-
cancer/skin-cancer-facts-and-figures/