Business Report:

For Chadstone
Shopping Centres
Mobile Concierge
Application
chaDirect

Executive Summary:
Powerful mobile devices are now in the hands of everyday users and
different organisations are seeking ways in order to utilize these
applications to increase their productivity. The value of mobile
applications (apps) targeted at consumers is well recognized in
market especially within the retail industry. The strong positive trend
identified in e-commerce with online shopping has definitely shown
the significance of the value added by mobile applications. On the
other hand, large shopping centres with physical retail stores are
experiencing a drop in customer traffic, increase in customer
frustration in regards to losing their way around malls, lack of staff
assistance, drop in revenue generated and more and more retailers
moving from physical stores to online shopping stores.
Chadstone shopping centre after studying customer feedback and
identifying trends in data with regards to time spent by customers in
the shopping centre and revenue generated have joint ventured
with ConciTech to develop a mobile concierge application. Aspartof
theredevelopmentgoingonatChadstoneshoppingcentre,ConciTechwascontracted
toimprovecustomerexperienceandmanagethecentresmappingrequirementsby
developinganomnichannelplatformforcustomerstoprovidethemwithavirtual
shopping assistant including wayfinding, comparing products and requesting for
support. Chadstone shopping centre have also requested to include a dashboard
systemwithintheappforretailerstostudyconsumerbehaviourandsegmentand
targettheirmarketeasilybystudyingusefulanalyticssuchasdwelltimeandaverage
spendpercustomer.Thepurposeofthisreportisto provides the foundations
for understanding and defining the project requirements to design
chaDirect that provide real value from a strategic and business
perspective by optimising around the user experience. The report
equips all the stakeholders and readers with the necessary tools to
not only understand mobile application in an organisational context,
but also identify the real value of chaDirect from organisations
strategic and business perspectives.
Section 1 provides the contextual overview for the business and the
current problem, identifying the key drivers which support the
demand for the use of a virtual concierge application in the business
environment. Section 2 focuses on the strategic context and
building chaDirect using an agile approach. This section justifies the
approach for choosing agile lifecycle for the implementation of the

project along with detailed phases during the lifecycle of the

development of the project. It provides an overview of the
resources that will be outsourced, the different phases of testing
including a visual representation of the roadmap of chaDirect's
development. Section 3 examines the scope of the project in detail.
The scope analysis includes understanding the design and
deployment of mobile apps by understanding functional and nonfunctional requirements and applying a user- experience centred
design approach. Furthermore, this section also shines light on how
scope will be validated by identifying the scope acceptance criteria
for chaDirect including identifying any risk associated with the
project. Finally, section 4 gives an in-depth stakeholder analysis for
chaDirect project including identifying ways to engage key
stakeholders

of the project in order to increase productivity in the develeopment

stages and combining the best talented resources in order to
develop a fully functional app. This report provides essential
information to help with decision making that will set Chadstone and
ConciTech on the road with the right approach and methods for
designing chaDirect.

Contents Page:
Introduction Page
1
Executive Summary
2
Contents Page
3
Description of business problem and proposed I.T solution
4
Expected Benefits
5
Proposed product lifecycle and justification
.6
Description of product scope
.7
Identification of key stakeholders
.8
Meeting Minutes
.9

Individual Timesheets
.10
References
.11

Section 1: Business Problem

Overview
Section 1.1: Business Overview
Chadstones Board of Directors approached our company in hopes
to assist them in increasing their sales, and improve customer
experience within their shopping mall as ecommerce has decreased
consumer interest from coming into the center as much as they
used to. It was evident that in the United States consumers stated
they would like to access services via their mobile phones while
shopping in-store (Goldstein & Hatter, 2015). Hence they have
come to us in order to discuss various application ideas that can be
implemented, so that they can improve their operational
capabilities in order to deliver a seamless retail experience to
customers. (Goldstein & Hatter, 2015). They want to take action
5

now, before consumers in the Australian market start

complaining about the same problem.

Section 1.2: Information Technology Solution

We would like to make a mobile application that can be downloaded
on to smartphones for both the AppStore and Android. This
applications aim is to make the shopping experience unique and
interactive as it combines both aspects of e-commerce and physical
retail stores in order to deliver an efficient yet informative shopping
experience.
The mobile application will be able to achieve the following:
1. A concierge feature that will operate through GPS to assist
customers to navigate throughout Chadstone shopping center.
It will have a map and directions to find particular stores,
nearest
rest
rooms,
car
parks
etc.
2. Each stores stock databases will be accessed through the
mobile application. Along side with the features of the
product, ratings and reviews, any technical specifications (if
feasible), stock levels will be available for the customer to
view.
3. The concierge mobile application will also enhance customers
shopping experience by allowing them to compare different
products within their categories at once with respect to price,
quality or any other appropriate filters.

4. As soon as the customer reaches Chadstone Shopping centre

the application will automatically connect to the network, once
the application is open and customers walk into a store, the
details for that store will automatically appear so they can
view
items
quickly
if
they
please.
5. The app will also have a support system where customers with
any queries or concerns in terms of parking, emergencies or
lost property will be able to receive support quickly by
requesting staff members to come to them by a click of a
button which will automatically notify the staff of relevance.
6. The app will provide a dashboard system for each retailer to
provide important usage statistics showing what Chadstones
customers are searching for. Stores, categories, products,

brands, facilities and more in order for retailers to

segment and approach target market more easily.

Section 1.3: Expected Benefits

According to board executives and ConciTechs study of the market
feedback, customers spend a lot of time navigating from one store
to other to compare products and make right decisions especially in
a large shopping complex. It can be a very frustrating experience for
a customer to get lost in a mall, not being able to find their car and
wasting significant time in order to make a right decision to
purchase a product (Retailwire.com, 2015). ChaDirects app will
benefit the customer and Chadstone Shopping Centre in the ways
outlined below:
a. ChaDirect tracks users' position horizontally and vertically
working over multiple levels throughout the users journey
thereby reducing customer frustration.
b. Sales and offers relevant to the user's search are revealed
along the path, triggered by their proximity to stores which is
a subtle marketing strategy for Chadstone Shopping centre
and can potentially increase sales.
c. Eradicates the need for having
d. More than one physical concierge centre in the shopping
centre thereby increasing space and decreasing operational
costs of the shopping centre.

e. Help users get used to the new facilities being constructed

and added to Chadstone Shopping centre on their fingertips.
(Chadstone.com.au, 2015)
Additionally, chaDirect provides useful I formation to retailers
through its analytical data that will help retailers and Chadstone
shopping centre in the following ways (coniq.com, 2015):
a) Having access to customer profiles, spending behaviour,
average spend value and time in store, popular products,
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retailers can employ chaDirect easy-to use platform to

allow them to manage their marketing campaigns with
greater ease. They can compare the success of all of their
channels, allowing them to optimise their marketing
strategies by segmenting and targeting certain groups of
customers based on their buying.
b) ChaDirect helps to prove the true value of Chadstone
shopping centre, improve centre positioning, generate
sales uplift and increase profits. Potentially provide better
understanding about their customers behaviour and life
cycle.
c) Chadstone shopping center can attract more tenants and
retailers by providing them useful analytics and proving
marketing ROI to their tenants after studying the data
obtained from chaDirect.
d) Chadstone shopping centres can use chaDirect to
Benchmark against other centres by measuring customer
satisfaction, dwell times, lift in sales and improve the
centre in future accordingly.

Section 2: Product Lifecycle

Section 2.1: Lifecycle Choice And Justification
Our company suggests that we use an agile approach when

completing this project. We believe the core benefits of using

this model includes:
1. Quality:
A key principle of agile development is that testing is
integrated throughout the lifecycle, enabling regular
inspection of the working product as it develops. This allows
the product owner to make adjustments if necessary and
gives the product team early sight of any quality issues
(Allaboutagile.com, 2015).
Hench this allows the product owner to make adjustments if
necessary and gives the product team early sight of any
quality issues. We believe it is super important to have testing
occur throughout the whole application development. As this
is Chadstones first application to be released, we would want
to be testing every component as much as possible so that
when it is released there is the likeliness of having no error.
2. Increase interaction with the customer:
Agile development principles encourage active user
involvement throughout the products development and a
very cooperative collaborative approach. This provides
excellent visibility for key stakeholders, both of the projects
progress and of the product itself, which in turn helps to
ensure
that
expectations
are
effectively
managed
(Allaboutagile.com, 2015).
Hence when developers are
making the applications interface for example, the owners will
be able to say what colour scheme they would like, what font
they prefer etc. Where as if we were to use a waterfall model
instead the end result would be whatever we had decided at
the initial requirements gathering phase, and there wouldnt
be much flexibility available to go back and make changes.
3. Speed-to-market:
Research suggests about 80% of all market leaders were first
to market. As well as the higher revenue from incremental
delivery, agile development philosophy also supports the
notion of early and regular releases, and perpetual beta.
Having the ability to get chaDirect up and running by the
expected time is a luxury for the board of Chadstone Shopping
Centre. Having a delayed project outcome not only ties up
ConciTechs resources in ChaDirects projects but also doesnt
give ConciTech the opportunity to embark on other projects.
Furthermore, it causes confusion and the end users including
Chadstone shopping centre to lose faith in the app as they
have been mislead in regards to the expected timeframe for
developing chaDirect.

Section 2.2: Visual Representation of

ChaDirects Agile Model

10

Section 2.3: Detailed Iteration Analysis

ITERATION 1:
Planning:
We would firstly start off by determining exactly what it is we
require our mapping system to achieve. E.g. clear navigation
through Chadstone SC, Allowing the customer to save and relocate
where they parked their car, names of stores appear correctly, easy
to operate etc.
Once these deliverables have been clearly identified the team will
then have a clear understanding in regards to exactly what the
outcome of the maps function will have to be, once the iteration
comes to an end.
Required Analysis:
With our analysis we would consider ideas such as building vs
buying out the specific functions, are the functions we require
feasible (do we have access to the right technology and the right
people), what are the wants vs the actual needs for the initial
application, as the wants can be added later on to the system.
Once we have determined the feasibility of the maps application
and its required functionality, we go ahead and design it.
Designing:
In the designing phase we will determine what data inputs and
outputs are going return, how the mapping system will look, and any
blue prints required to build/modify the application.
Building:
This part of the application we believe should be bought and
modified rather than built from scratch. As we believe many
mapping systems are already found within the market, and it will be
much quicker to buy a current system and modify it. This will also
save a lot of time as each sprint only runs for a few months.
Testing:
There will be many methods of testing once the system has been
developed to make sure it has not only met the requirements needs,
however it is user-friendly, and runs smoothly with no glitches. The
different methods of testing will include: Usability testing, load
testing, unit testing etc.

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ITERATION 2:
Planning:
Within this iteration the focus will be accessing all the stores
databases, this will be a massive project as over 500
(Chadtsone.com.au, 2015) stores databases will have to be
accessible to customers through the one application which will have
multiple other functions too.
In this phase we will determine how we are going to sort out the
information within the databases so that there is consistency
throughout, with electronic companies they will have technical
specifications where as a fashion store wouldnt, so there will have
to be discussion on how to spilt up the descriptions of each stores
products so that no matter what field they are in, they all remain
consistent.
We will also have to figure out how to update the system after stock
takes have been conducted to make sure the correct figures are
showing, as well as for sales and sale prices. Some companies may
want to give customers a special deal if they have the application on
their phone, as an incentive so we will have to determine how we
will factor in this additional information.
Required Analysis:
The required analysis for this task would be to verify if combining all
databases into one would be a major problem, or if the databases
should be spilt up in to different categories. A crucial analysis of
designing ChaDirect and integrating it with retailers databases
would be the software compatibility. ConciTech developers need to
analyse the different databases retailers use and ensure that
appropriate communication protocols are put in place in order for
different retailers databases to communicate effectively with
ChaDirect.
Risk analysis should also be conducted in order to determine the
best strategies to to keep all data secure, and how to restore the
data if any by chance any goes missing. This step is critical as
customers would want to use this application as a resource for
instant information regarding the item they are after, as well as
retailers will be depending on this as its their way to reach out to
customers in a much faster and efficient format.
In regards to build vs. buy, we will have to build this system, as it is
unique to the business.
Designing:
Designing this feature will require a team of highly qualified
professionals, who will be outsourced during the project. This time

12

will have to discuss what the best database design will be for
such large information storage.

Building:
Building the database should be straightforward provided that a lot
of time and analysis has gone into the design.
Testing:
Testing will be the most crucial part of this iteration as this is the
core development for the application. Multiple testing methods will
have to be done to make sure all components of the database are
working. Different testing methods would include black box testing,
white box testing and also clear box testing.

ITERATION 3:
Planning:
This iteration will combine the database created previously and now
add user functionality to it. Thus creating all the forms and search
bars, on how users will be able to find the store they are after, as
well as browse through all their stock, the quantities of stock, the
stock specifications, prices as well as any special deals etc. In this
iteration other features such as putting the stock on hold for 15
minute, provided they are within the required range and sharing
information straight to their social media will be added.
Required Analysis:
In regards to build vs. buy, we believe there are many templates in
the market that can be purchased then re formatted with the design
we are looking for. This once again will save time, and will save
money in comparison to building the layout from scratch.
Other factors to be considered would be how easy the layout is for
customers to navigate, and to accommodate the layout so it
appears perfectly on both apple and android phones, also being user
friendly to those with disabilities.
Designing:
Designing the application layout will be made easy as we will be
buying already made templates, however a consistent colour
scheme will have to be determined that represents the colours of
Chadstone, as well as fonts and other small details.

13

Building:
Building will include moulding the template into our own preferred
layout, and combining the databases to work well with the API
(Application Integration Technology).

Testing:
Testing will be crucial, as it will determine whether or not users will
be able to use the application when searching for specific things
whether it is a new outfit, clothing, or electronical device. Testing
should also determine if there are any bugs within the system, if we
add or remove something from the database how quickly it will
update and how sales/specials will appear on the application.

ITERATION 4:
Planning:
This part of the project is the most critical as it is combining all the
functionalities together within the one application.
Developers will have to plan how the maps functionality as well as
the shopping functionality with link together.
Required Analysis:
It is important to analyse for this step if someone is using the map
and click on a store, then all the information for that store should
appear seamlessly. Alternatively, if the store is manually searched
for then once again all the information should appear seamlessly.
If there is any barrier not allowing both functions to work
consecutively then that should be looked into as well.
We will be building this ourselves rather than outsourcing.
Designing:
The developers designing the user interface would have already
made a start within the previous iteration; it is just a matter of using
the same layout for the rest of the application and making it look
consistent.
Building:

14

We will be getting the developers to merge the systems

together once the analysis has been conducted in regards to
having both functions working consecutively.
Testing:
Testing the final application will test that it:

Meets the
development,

requirements

that

guided

its

design

Responds correctly to all kinds of inputs,

Performs its functions within an acceptable time,

Is sufficiently usable,

Can be installed and run in its intended environments, and

and

Achieves the general result its stakeholders desire.

(Wikipedia, 2015)

ITERATION 5:
Planning:
This part of the project will ensure that the board of directors as well
as each stores owner will receive meaningful information on how
they can improve their business.
The type of information they would get would be:

Learn about shoppers demographic, psychographic and incentre behaviours

Analyse shopper engagement by centre, store and store

location

Observe the causal impact that traffic, weather, holidays,

external events, macro-economic factors and seasonality has
on the centre and tenants

Optimise store layouts to command higher rent

Maximise casual leasing opportunities and measure success

Measure key goals and targets and report on conversion rates

of shoppers to store entrants

Understand shopper path of travel across the centre

15

Measure ROI on promotional campaigns and capital

expenditure

Drive staffing efficiencies to service high traffic areas

('Invigor Insights', 2015)

Required Analysis:
It is extremely important to ensure that which ever developer is
creating this system does not leak the information collected. As well
as ensuring that the system has a secure login and password so
only authorized users will be able to access the information.
We will buy this software, as many of these already exist within the
market.

Designing:
There will be no designing required, as we are purchasing an already
made software.
Building:
In the building phase we will be modifying the software so that it
collects the data from Chadstone shopping center.
Testing:
When we are testing this function we want to ensure that the data is
encrypted and cannot be easily hacked into, we also need to ensure
that the data is reliable, timely and presented within a consistent
format.
ITERATION 6:
Planning:
For this iteration we will have the training manager to create all
documentation for staff and users, with step-by-step instructions on
how to use the application.
An overview of software will also be provided which Includes
relations to an environment and construction principles to be used
in design of software components.
There will also be documents made for maintenance of the system,
training end users, troubleshooting, installation and configuration,
documents of codes, algorithms and interfaces.

16

Required Analysis:
The required analysis will be conducted through out the project to
make all manuals precise and up-to-date with less error involved.
Designing:
Designing the documentation should be in an easy to read format,
having large enough font and clear instructions that dont use many
technical terms where not required. This will ensure that anyone
who is in need and does not have a technical background will not
find it difficult to understand steps to take.
Building:
Building the documentation should be typed up and not hand
written, it should preferably be printed on high quality paper so that
if by chance it is to get liquid or some sort of damage it is easily
cleanable.

Testing:
In regards to testing, someone else should go through all the user
documents and make sure there is no error in regards to
punctuation and most importantly the information provided. A test
should be conducted straight after each document is made to
reduce redundant data, or error as soon as possible.

17

Section 3: Scope Management

Approach
Section 3.1: Scope Statement Development
The mobile concierge application being developed for Chadstone
Shopping Centre acts as the bridge between the customers online
and in-store activity. The scope statement for this project will be
developed collaboratively with our client Chadstone Shopping
Centre and the end users, customers of Chadstone. The client
requirements in order to generate the scope for the project will take
place through meetings along with prototyping and simulation of
app in different stages of the shopping experience. The end user
(customer) requirements will be gathered through customer surveys
in order to develop a functional scope statement.

Section 3.2: Scope Control

The scope of the project will be controlled by iterative feedback in
each phase of the project from the client Chadstone Shopping

18

Centre and end user acceptance. The scope will also be

monitored through the use of project scheduling tools such
as Gantt Charts in order to estimate critical paths, lag times, lead
times and project delays. Any major project expenditure, which is
not budgeted for, will need to be approved by the client by
observing the way it will affect the tripe constraint. Finally, there will
be a pilot version of the app after each major project phase that
delivers a subset of functions to review the feasibility of the project
and recalibrate our requirements and estimating methods if
necessary.

Section 3.3: Project Scope Description

ConciTech has teamed up with Chadstone Shopping centre to create
a unique one stop shopping solution using the latest technology to
give customers of Chadstone Shopping center the ability to have a
virtual concierge assistant in order to provide a salient customer
experience. ConciTech will develop a mobile app to act as a personal
shopping assistant for customers by helping customers navigate,
compare, shop and pick up items at Chadstone Shopping Centre.
ConciTech will also implement data-

driven tiered loyalty scheme in the app in conjunction with retailers

allowing them to keep track of customer-spending behaviour on an
ongoing basis. Modules of the project will include the mobile
application, Wi-Fi location repeaters, two additional databases,
training sessions for retailers and any additional hardware required
in order to function the app. The project will be completed by
September 2016 including all beta releases.

Section 3.4: Functional Requirements

1. ConciTech tracks users' position horizontally and vertically
working over multiple levels throughout the users journey including
loading dynamic map of the centre on the customers device.
2. ConciTech will be able to provide proximity alerts as sales and
offers relevant to the user's search are revealed along the path,
triggered by their proximity to stores. The user can choose to either

19

ignore and continue on their route or investigate the offer by

clicking on the icon.
3. ConciTech lets users search for their car easily with a built in
Save your park facility.
4. All of existing features listed on Chadstones centre directories
are available on mobile with MAPP: Brand integration, intuitive
search, accessible route, ATM search, multilingual support plus
much more.
5. Users will be able to share stores, special deals, and
entertainment content with their friends via Twitter, Facebook, email
and SMS, but these shares all link directly back to Chadstones
website.
6. Vendors can list and put products on hold for customers for fifteen
minutes through the app as long as the customer is present within
the proximity of the store detected by the location services feature
of the app. With built in reservation and inventory management at a
vendor level, customers can either put their preferred items in stock
on hold for fifteen minutes or choose to add out of stock items to
their wish list.

7. Customers will also be able to compare items such as clothing,

toys etc. in an interactive way with the app dependent upon special
filters such as prices, features, colours and sizes.
8. The app will also track users across centres. The solution delivers
real-time analytics on shopper profiles, behaviour, popular content,
and ROI generated from the platform Chadstones Shopping tenants.
The app will measure key metrics including average transaction
value (ATV), spend per customer (SPC), transactions per customer
(TPC), and dwell time.

20

Section 3.5: Non-Functional Requirements

Performance:
This is essentially how fast the app will work.
a. A performance requirement for our concierge app would be that it
plot a requested route for a customer of Chadstone shopping in less
than 20 seconds.
b. Another performance requirement for our concierge app would be
that the app loads up the store details for three stores including
queried products by customer, stock availability, special details and
comparison filters requested by customer in less than 60 seconds.
Security:
ConciTech saves all the previous routes it calculated and lets a
customer reuse a saved route rather than recalculate it. ConciTech
also stores customers recent searches of products, their wish list
and purchased products. Furthermore, ConciTech stores data to help
retailers of Chadstones shopping centres do real time analytics of
customer activity including the retailers inventory levels. Security is
a key element for the concierge app since customers identity theft;
external tampering with retailers databases or center management
control systems should be avoided at all costs. Hence the data
uploaded or downloaded by the app on customers devices or
suppliers databases will be encrypted and be stored in the apps
private file area so that their content isnt easily accessible and
deleted if the app is uninstalled.

All crucial data including customer profiles, center details, retailers

data will also be backed up overnight to a secure offsite database in
case of any system failures.
Modifiability:
This requirement governs how easily our app ChaDirect may be
changed. For our concierge app, the app will be easily able to
incorporate changes in stores layout, addition of new stores,
approved third-party plug ins from retailers such as mobile point of
sale. The modifiability will be implemented through providing core

21

app updates to add new features, address OS updates bug,

fix app bugs and optimize for new backend systems.
Maintainability:
At the center of our support & service post app launch is a goal to
ensure we maintain and provide technical support to Chadstone
Shopping Centre and its customers to ensure a smooth client app
experience. The maintainability for app will be implemented through
a technical support section on the app. The requests will be
handled in a ticketing raised manner where the complaints and
technical support requests from customers, retailers and centre
management will be passed to ConciTech off sites technical support
team with different priorities. Your system & any third party APIs
ensures that the developers of the original server & client code sets
are always managing their respective code set for the life of the
app. Offsite technical support will then be provided to the clients,
customers and the retailers at Chadstone shopping centre
depending upon the urgency and the priority of the request.

Section 3.6: Scope Acceptance Criteria

a. Find and purchase additional hardware in order to enable and use
location services app to navigate customers easily through the
shopping mall within the budget.
b. Develop feasible secure software, which is capable of integrating
with different retailers databases.
c. Success rate for the way finding app will be defined by the user
being able to seek directions or compare and put items on hold
wherever they are on their mobile phone in the first query. These
features on ChaDirect will need to have a 95% success rate
assuming customers input information correctly.

d. The app should be able to update inventory in real time avoiding

any conflicts such as double booking of the item with 1% tolerance
for errors.
e. The app will be fully implemented in the scheduled timeframe of
one year.

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f. Customer satisfaction with the app measured through both

open and close ended questions with half yearly surveys.
The customer satisfaction will be measured through a net promoter
scale and ChaDirect will aim to have a half yearly Net Promoter
Score of 85 or above.
g. There should be 50% increase in average transaction value across
all retailers after two years of the implementation of the app.
h. There should be a 40% increase in customers visiting Chadstone
Shopping Centre using ChaDirect thereby increasing popularity and
awareness of the app through different channels such as social
media.
I. Centre management should be able to attract new tenants with
better insights Prove marketing ROI within two years of the
implementation of ChaDirect.
j. At least 85% of retailers at Chadstone Shopping centre track users
across platforms and centres using real time analytics on shopper
profiles and behaviour generated from ChaDirect and notice more
than 35% increase in customer spending per visit after two years of
implantation of the app. Analytics insights from venue traffic and
user behaviour data will allow retailers to segment customers and
target customers with appropriate products more effectively

Section
3.7:
Assumptions

Constraints,

Risks

and

Constraints:
a. Stay within the budget.

b. The physical proximity of Chadstone Shopping Centre will only

allow for a certain number of additional databases and location Wi-Fi
repeaters to be added and installed in limited space available.

23

c. Project delivery including installations must not interfere with dayto-day normal operation of the centre.

Risks:
a. Maintaining end-user involvement in regards to the promotion of
the app and not bring too complex.

b. Since our project is implemented using agile strategy, the project

is exposed to scope creep if clients or end users are too flexible with
their requirements.

c. Developing software that is not reliable in terms of easily

integrating with the centre management control systems and
retailers databases.

d. Faulty hardware, which will aid with indoor location services and
not being able to cover the range of Chadstone Shopping Centre.

e. Operational risks associated with fraudulent activity and hackers

bypassing the security to steal customers identity data and
retailers databases details.

f. Exceeding the budget and the time frame for the project due to
following an agile methodology to manage the project for ChaDirect.
g. Imbalance in flux of customer using the app during peak times of
the center (school holidays, sales, Christmas period) operation may
cause the app to be unreliable and crash unexpectedly during its
implementation.

24

Assumptions:
a. All retailers will agree to integrate their databases with ChaDirect
in order for the customer to be able to fully use the app.

b. The retailers databases of products will all integrated easily with

the app without any compatibility issues.

c. Chadstones Staff will be supportive of the project.

d. There will be hardware present to purchase and detect location of

the customer regardless of the foundation of the shopping centre,
which will provide a seamless indoor navigation experience.

e. A software vendor solution can be found to meet user

requirements and budget constraints in order to provide the
concierge service in palms of the customer.
f. Chadstone Shopping center and the tenants (retailers) will hire
any additional staff required to perform some of the function of the
app such as remote support, technical support and supply chain
support.

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Section 4: Stakeholders
Section 4.1: Introduction To Stakeholders
The Stakeholder Management Strategy for ConciTechs ChaDirect
Project will be used to identify and classify project stakeholders;
determine stakeholder power, interest, and influence; and analyse
the management approach and communication methodology for
project stakeholders. This will allow us to identify key influential
stakeholders to solicit input for project planning and gain support as
the project progresses. This will benefit the project by minimizing
the likelihood of encountering competing objectives and maximizing
the resources required to complete the project.
Early identification and communication with stakeholders is
imperative to ensure the success of the ChaDirect by gaining
support and input for the project. Some stakeholders may have
interests, which may be positively or negatively affected by the
ChaDirect. By initiating early and frequent communication and

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stakeholder management, we can more effectively manage

and balance these interests while accomplishing all project
tasks.

Section 4.2: Identifying Stakeholders

The ConciTech Project Team will conduct a brainstorming session in
order to identify stakeholders for the project. The brainstorming
session will include the primary project team and project sponsor.
The session will be broken down into two parts. The first part will
focus on internal or primary stakeholders within ConciTech. These
stakeholders may include functional managers, operations
personnel, finance personnel, developers, handlers, and any other
ConciTechs employee who will be affected by the ChaDirect project.
The second part of the session will focus on external or secondary
stakeholders. These may include suppliers, outsourced developers,
customers, Chadstone shopping centre and its retailers, or any other
individuals who reside outside of ConciTech.

Section 4.3: Key Stakeholders

A mind mapping approach was used to come up with a list of
stakeholders. The key stakeholders from this list are then analysed
using a tabular approach in the next section in order to develop
effective strategies for communication with them. The mind map is
shown below. The key stakeholders from the mind map have been
analysed in a tabular format below the map. The stakeholders
analysed in depth were chosen because these stakeholders provide
majority of the direction to creation, installation and functioning of
the app.

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Section 4.4: Mind Map of Stakeholders

(please zoom in to view clear image)

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Section 4.5: Descriptive Table of Key

Stakeholders

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Continued from previous page

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Continued from previous page

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Continued from previous page

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