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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Jason Sun
NetID jsun950
Group Number: 169
Website Link: http://infosys1102014fcgroup169.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kayur Ramson Monday 12PM
Word Count:
1642 (NOT
INCLUDING
REFERENCES)

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HUFL (HEALTHY URBAN FOODS LOCATOR) APP
INTRODUCTION
The problem we are attempting to solve is that people are not eating enough healthy foods and instead going for more unhealthy options. We are
attempting to solve this problem with the HUFl app, which assists the customer in finding the nearest food outlet and gives them an incentive to use
it by rewarding them with vouchers.
3. BUSINESS SECTION
3.1 Vision

Creating a healthier society by integrating technology with the love of food.

3.2 Industry Analysis: Health and Fitness Mobile Application Industry

Force: High/Low: Justification:

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Buyer
power:
High
Buyer power is high when customers have many options to choose from and low when
there are few. As seen in the picture below, there many apps related to fitness/health so
buyer power would be high.


Supplier
power:
Low
Our suppliers would be the app developers, There are over 39,848 expert developers
working for the company known as blur group alone -
http://www.blurgroup.com/technology/?gclid=CNjoxpCJv74CFZcjvQodP1kAIw).Supplier
power in this industry would therefore be considered quite low. Since
we would have many suppliers/developers to choose from so they would not be able to
dictate the market by price. -

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Threat of
new
entrants:
High
An app that is user friendly and related to losing weight and eating healthy would not
require stringent regulation or licensing to operate. We would have to pay Apple 30% of
our total earning as commission and the developers to construct the application. After
doing some research, most sources show a wide variety of prices depending on factors such
as design.
Our app would include the following functions (Web Services, Share Capabilities, and
database) according to the site blue cloud solutions -
(http://www.bluecloudsolutions.com/blog/cost-develop-app/) To integrate all these
capabilities would cost approximately 12,000-50,000 dollars. The initial investment would
be high, but the money could be earned back through the app itself.
Threat of
substitutes:
High
There would be quite a few alternatives other than our app such as going to the gym,
consulting a dietician, or creating their own fitness plan, therefore the threat of substitutes
for this industry would be considered quite high

Rivalry
among
existing
competitors:
High
Since there is no relevant research or information done on the health and fitness mobile
application industry it would be safe to assume that due to high number of applications
that is dedicated towards health and fitness, the level of competition would be quite high.


Overall attractiveness of the industry: Overall the attractiveness of the health and fitness mobile application industry to get into depends on
their willingness to invest large amounts of money to start their business. If they can get a way to differentiate themselves from the thousands
of existing competitors already in the industry, then this would be in fact an attractive industry to get into.
3.3 Customers and Thei r Needs
A process that is almost entirely automated, no manual search requires

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Versatile, doesnt matter what location they are in, the app would fit to their location rather than the other way around.
High performance The speed in which the app operates must be quicker than manual work.

3.4 The Product and Service
The app pinpoints your location services which are a combination of cellular, Wi-Fi, Bluetooth, and GPS satellites to determine your location. The
app is able to link your location to the nearest healthy food outlets with directions included, the customer would simply need to open the app for
this to work.
It doesn't matter where the customer is located the app can simply access the database and find the corresponding food outlets with a certain
radius and route it to the customers phone.
The app does incentivize the customer to continuously use the app whenever they are looking for a place to eat, since it rewards them with
vouchers each time they scan their app after they pay.
3.5 Suppliers and Partners
Partner Apple inc
Apple would be benefiting us as they would allow us to upload our app onto their app store. Each time a customer purchases the app from the
store. Apple would recievea 30% commision for every app purchase, so the more people that purchase the application the more revenue for
both HUFL and Apple.
Partner - Retail stores and gyms that offer vouchers in return for health points. The stores and gyms would be getting more exposure and possibly
opening up new revenue streams if a customers really likes their store and becomes a regular customer, when we reward the customers their
vouchers after reaching a certain amount of health points. An example would be Les Mills offering discounts on their memberships.

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Supplier - App developers,The app developers will be responsible for creating the interface and user features on the app and also in charge of
bug fixes and future updates, that we would like to see. An example of this is the company that offers app designs known as Blur Group.
Supplier Another supplier would be some sort of review database/site that lets us access their information to be able to find all the locatons
of healthy food outlets. We would pay them per amount of information, an example of this would be the website called Yelp.
3.6 Strategy: Cost Leadership (Broad Market/Low Cost)
We are targeting all people with a Smartphone and have a goal of losing weight or becoming fitter. As mentioned in the pitch video, obesity affects
an extremely wide demographic. Therefore it is a broad market
In terms of cost, this app would only cost $3.50 to purchase so this is a really low price for the service that they are getting; this would be considered
low cost to most people.
The overall strategy is therefore.Cost Leadership (Broad Market/Low Cost)
3.7 Value Chain Activity: Delivering the Product or Service
The most important value chain activity for this business is Delivering the Product and Service
This is the most important value chain activity since it is the foundation of our business to deliver the service that we promised to the customer
which was to be able to locate the nearest food outlet. This value chain also links and enforces the vision we have promoted.

3.8 Business Processes
3.8.1. Order Fulfillment process
This process is very important to our organization because its what gives the customer incentive to reuse the app and create a successful business;
this is where most of the customers value is captured and most likely to. By combining technology to connect the customer to their purchases would
make it more users friendly and engages the customer in their purchases, also motivates them because of the potential vouchers they could receive.

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3.8.2. OUTLET LOCATOR PROCESS
This process is extremely to the organization because its the core process that separates us from other competitors the process of having
technology automate the process so the customer is not required to any manual work, the service we are promising to deliver to the customer is
being able to automatically locate and route the nearest healthy food outlets. Combines technology with practicality to give value to the customer by
reducing the time it takes to complete a task that and also further supports our key value chain activity which is delivering the product or service.

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3.9 Functionalities
3.9.1. OUTLET LOCATOR PROCESS
Automatically updates new stores and new locations
Location Services (GPS Satellites)

3.9.2. ORDER FUFI LLMENT PROCESS
Converting money spent into health points
Scanning barcodes

3.10 Systems

3.10.1. PURCHASE PROCESSING SYSTEM - This system supports the functionality of being able to convert money spent at the outlet
restaurants into health points. The application will integrate the Smartphones camera, to be able to scan a code thats on the
receipt. The camera sends a picture of the barcode to the database online, which analyses the thickness of the bars relative to
each other in the picture, thus able to convert it into relevant information, such as amount of money spent. The picture below
shows an example of a purchase processing system.






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3.10.2- Account Management System
Accounts Management System This system is controlled by administrators/moderators monitoring the servers on the app. What they are essentially
monitoring is all the accounts that have been registered from people who have purchased the app; they can also receive notifications on their device if one
of their favourite stores has opened up a new location. Features also include ability to update/change their personal details hence manages and supports
the ability to update new stores and locations.
3.10. 3
User Connectivity System
This system supports the functionality of being able to locate the nearest stores within a certain radius in real time. The map data thats
displayed is compiled by Google, the user can find their own location with GPS Satellites, The system uses this data to be able to coordinate
routes and synchronise the location that have been supplied by direct listings such as Yelp. This allows the user to see the route to the healthy
food outlets.






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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)
Delivering the product
or service
Outlet Locator Process Automatically
updates new stores
and new locations
Location Services
(GPS Satellites)

Account Management
System
User Connectivity System

Decision Support Systems
Collaboration Sales System
Order Fulfilment Process Converting money
spent into health
points
Scan barcodes

Purchase Processing System



Transaction processing
system



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CONCLUSION

Overall we believe that out HUFL is true to our vision which is to create a healthier society
through the love of food by integrating the technology we have today. Giving the customer
a seamless and quick experience in finding a place to eat, and given the directions to get
there as soon as possible as well as partnering with other stores to give the customers
further incentive to engage in healthier eating and living.

REFERENCES


1. BLUR GROUP - Mobile App
Developmenthttp://www.blurgroup.com/technology/mobile-apps/

2. Blue Cloud Solutions - (Publication date).
http://www.bluecloudsolutions.com/articles/cost-create-ios-app/

3. First Picture taken form the Apple App Store
4. Presidents Council on Fitness, Sports and Nutrition
http://www.fitness.gov/resource-center/facts-and-statistics/
How Does Google Maps Work? [Technology Explained]
5. http://www.makeuseof.com/tag/technology-explained-google-maps-work/