Contents

Contents 1
Executive Summary 2
Mission Statement 2
Marketing Objectives 2
Product 3
Market overview 3
Entrepreneurial Marketing and Sales 4
Management 6
Operations 7
Financial Projection 8
Funding Source 10
Risk Assessment 10
References 11

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 MPU3313 Managing Entrepreneurship - Group Portfolio

Team members:
John
Pricillia
Yaish

Title of Business Plan:

A Business Plan for Generation Z kid’s education with the kids educational apps method and an
abstract idea by J.P.Y Company.

Executive Summary
In modern society, technology is becoming evermore integrated into our lives. It is present in
almost every aspect of our day-to-day activities; from the workplace to when we are driving or
simply ordering food at a restaurant. We need technology. It makes our lives easier and more
efficient. That’s why, JPY Co. is inventing a next generation range of educational applications to
tutor the tech savvy kids. The global eLearning market is growing as more people have access to
technology and the returns from this project will go on for many more generations.

Mission Statement
We at JPY aim to provide a range of user friendly applications to be a part of every child's
learning experience, enhancing their knowledge and cognitive abilities. The main medium of
teaching is explicitly by mobile devices to make the time spent on mobile devices more efficient.
Our goal is to maximise the market share and bring high benefits to our shareholders, employees
and users.

Marketing Objectives
● To achieve one billion downloads in Google Play Store within 6 months from the 1.5
billion mobile market users, gain annual profit of 400K in first year and increase

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 continuously 15% for next year.

Product
The app series is called Gen Z. The series will have two apps based on education levels:
● Toddlers
● Primary school kids

Each app will have its own unique user interface with personalized themes for the kids. The
interface will be user friendly and simple to use with basic features such as a profile for every
child. The kids will have access to a large database of subjects with learning content and
questions.

Future plans to create an app for secondary school kids and acquire licensing for popular cartoon
(Walt Disney or Pixar) themed activities for toddlers. After the brand is globally established the
business can start to move towards a more socialised platform integrating with parents and
teachers to monitor the kids progress.

Market Overview
Global eLearning revenues will reach $14.5 billion by 2019, Asia will earn a massive $7.7
billion dollars (Ambientinsight.com, 2016). The Malaysian eLearning market grew 41% in 2015
so this shows that the market is still projected to grow in the new future. There were over 20
million internet users in Malaysia by the end of 2014, almost 68% of the population. 72% of 18
million internet users are aged between 7 to 35 (Vulcan Post, 2014).

The the top eLearning trends (eLearning Industry, 2015) for the year 2016 are:
● Automation - Software that scans learning content and uses algorithms to produce
activities and questions.
● Augmented learning - eLearning is complimented with accessories and hardware like
Google Glass or Apple Watch.

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 ● Gamification - Applying gaming concepts to learning. Boosts kids motivation by 90%.
● Personalization - The learning experience is being shifted to a more personal level to give
better feedback and evaluation.

It is a huge step forward for the country because of the educational boost it provides for society.
ELearning is more flexible both in terms of time and place because it can be accessed anywhere
and anytime. It has also helped institutions drive down costs and increase revenue as more
classes can be conducted. Due to the many advantages of eLearning there has been a flood of
services that offer a range of courses for different ages. For example, many universities are now
moving towards blended learning and some even offer the whole course online.

Other than universities and schools offering online based courses, there are many more services
specialising in supplementing these courses, which is the market J.P.Y Company aims to
penetrate. There are countless parties offering eduapps, edugames, tutoring videos and other
help. Examples are Khan Academy, Tutor2u, YouTubers who conduct tutorial classes and
children’s cartoon franchises who penetrate this market.

The government promotes eLearning by setting up portals for learning and they have also
implemented a governing body, MyGfl.

Entrepreneurial Marketing and Sales

Nowadays, many educational apps developers are looking to take advantage on this hype,
especially at the beginning of the school year. Our team members realize that for an educational
app to really succeed for our product Gen-Z, we must target the correct audience. Detailed
audience segmentation is significant for every kind of app to maximize distribution and market
effectively.

For educational apps, the market is very diverse, from teachers to parents to students. We need to
sharpen the user’s cognitive skills, life experience, social ability and attention span. Every
element within an educational app will affect its monetization strategies. We have outlined the

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target profiles for our educational app, families with kids that have mobile devices, working
parents and kindergarten and primary school students. (Supersonic, 2015)

Target Market:
● Families with kids and they have mobile devices:
As more mothers have entered to the nation’s labor force in the past several decades,
which mean both parents have to work and so they will spend less time on their
children’s early education. Because the needs appeal to both parents and kids, we
considered both audience segments in our app’s development and monetization strategy.
To enhance children with our app, we created fun, colorful animations and a friendly
mascot. With the sound effects, our app provided a great way to educate and engage kids.
On the other hand, we make sure that our app has constant interaction so children remain
engaged within the app. Parents are willing to pay for a great app with good rating as
long as they can preview the effect after using our app. Last but not least, we will provide
a personalized experience by sending weekly emails to our consumers with the summary
of their children’s performance.

● Working parents:
Although our product is mainly focused on kid’s education, the market for an adult
educational app is still large. Most adult learners are motivated to brush up their working
skills or learn something new to avoid in structural unemployment category. To appeal to
working parents or adults, our apps will have attractive design and interface with short
tutorials to increase their understanding toward our product. This is because adults could
catch up quickly but they will get angry easily due to lack of guidance. Progress report is
a must to motivate them and enhance user retention.

● Kindergarten and primary school

Many parents of kindergartners and primary school kids spend the weeks leading up to
first day of school practicing academic basic. Besides, most teachers will inform parents

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 about important soft skills like cooperation, self-awareness and focused attention and
educators are determinedly running digital tools to enhance their learning methods. As
utilizing apps in the classroom is still relatively a new practice, we identify that education
should jump on the opportunity to contribute with educational institutions to satisfy the
demand. A lot of advanced teachers are looking for apps to increase their teaching
performance, classroom management, supplement lesson plans and teamwork among the
students. With the help of our production, we can contribute to the educational system
while also securing our product success.

Management
Great people and ideas, these two are the only part of how your business produces value. The
organization and management systems in which those people work and ideas come to life play a
important role in the results for us to achieve our goal. Without the right expectations, systematic
structures, accountabilities, improvement processes and situational leadership, the organization
will have difficulty in achieving its full potential (Pipint.com, 2016).

As JPY Corp’s top management, we know the correct way to help our business catch up the
organization and management systems. For us, a right management system could help the
organization redesign or re-wiring the way that top management communicates its targets and
priorities to the rest of the organization. We hope that our management system can turn into core
strength of our business (Pipint.com, 2016).

In our company, we have Chief Executive Officer, Chief Operating Officer, Financial manager,
Marketing manager, Certified Apps developer and etc. We got 3 Chief Executive Officer for JPY
Corp which is John, Pricillia and Yaish. Mission of them is being ultimately responsible for all
day-to-day decision making and implementing the long and short term strategy business plans.
They are also acts as a direct liaison between the employee and top management of the
Company.

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Role of the Chief Operating Officer, Jessica is routinely one of operation management, meaning
that she is responsible for the design, development, operation, and improvement of the system
that produce our company’s product. Besides, she is responsible for make sure those business
operations are efficient and effective and that the proper management of resources and analysis
of queue systems in conducted.

Our financial manager, Alvin is responsible for the financial health of an organization. He
produce financial reports, direct investment activities, and develop strategies and plans for the
long-term financial goals of our company.

Our marketing manager, Kelvin supervises and helps create the company advertising or
merchandising sales campaigns the business uses to sell. He plan the best ways to promoting our
product. These strategies outline clearly how our company will promote the product to our
targeted market with an aim of increasing the sales volumes.

We hired quite a few number of certified apps developer to help us in completing and fix the
problems that we faced. All of them have the strong foundation in computer science, including a
related technical degree. We also provide some online programs and courses from places such as
Lynda.com, Pluralsight and others for them. They could polishing their professional knowledge
and skills.

Operations
The day to day operations of our business include providing the best educational app to enhance
the average education level of the country. Our business operation is running in Central
Business District, CBD in Malaysia, which a place full of business opportunities, human
resources and materials. Because of this effective location, we could collects, customize and
provide the current path of different level learning phase easily from different professional field.
With the latest information, our products will always catch up the current update of any courses
that we provided.

Production process of our educational app is one of the objectives that we main focused on.
Educational app development benefits greatly from transparency that consists of integrity,

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 honesty and communication. This transparency relies on a certain amount of integrity from us,
we make sure what we are going to deliver what we promised, when we promised, and embrace
the product. Our apps disclose the right amount of information to make our users feel
comfortable. We will honest about our product in the product description, so that users will
experience a feeling of trust on first use. When users build trust for our product, they are more
likely to opt-in to other brand experiences and requests. And in the relationship between
producers and consumers, communication is the key (Possible Mobile, 2014). We will pull back
the curtain and tell the users what is going on when things are not functioning to the user’s
expectations. This way, users does not blame the app for not functioning as expected instead they
are presented with what they perceive to be a personal choice.

New courses that could find in our product will be introduce in the future is another big part of
our operations plan, and we continue to use these promotional techniques to attract new
consumers in order to increase company sales. We have already received the excellent result in
using this strategy, and we intend to exploit this strategy fully in the future.

Financial Projection
Sales forecast
First Year (​​We will have the sales forecast every month for the first year and on a
quarterly basis for the second and third year.)

Month Jan Feb Mar Apr May June July Aug Sep Oct Nov

Amount ($) 500k 1.5M 5M 7.5 9M 1.3M 1.8M 2.3M 3.5M 4.2M 5.1M
M

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 Expense Budget

Mobile App Development Component Monetary Costs Non-monetary Costs

Equipment (Mac, PC, servers, networks) ± $5,000 (Macbooks

and accessories)

Registration for Google Play developers $99 or $299

Independently developed mobile apps, 250 hours x $50/hour = $2,500

rates for the contract (per project or (lost opportunity)
hourly rates)

Office space None — home office

A website with product description $1,500

Marketing/advertising $2,500

Other (printing, mailing, domain $350

registration, books on app development,
etc.)

Hire quality app’s developers $15,000

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Total $24,649 $2,500

Funding Source
Majority of business capital is going to invest on research and development about the kid
educational apps. Besides, we need some funds for hire quality app’s developers to reduce the
technical problems as many as we can. Total business capital is RM500K. Bank loan is RM200K
and shareholders contribute RM300K for this business.

Risk Assessment
● Uncertainty regarding future financial settlements in light of the current economic
climate.
● Uncertainties in delivering and establishing through partnership and working as partners
are also vulnerable to the economic and policy uncertainties and may reduce or remove
their commitment to the delivery of objectives shared across partnerships.
● The need for critical workforce activities (for example, m people) to provide the required
staffing resources within timescales required to deliver workstreams.
● Challenges in ensuring a skilled and appropriately experienced workforce to deliver key
workstreams.

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References:
● Cenovis.com.au. (2016). ​How apps for kids can be beneficial to their learning.​. [online]
Available at: https://cenovis.com.au/apps-for-kids-learning/ [Accessed 20 May 2016].
● Vulcan Post. (2014). ​Malaysian Youngsters Are More Affected By Internet Addiction
Than You Think.​ [online] Available at:
https://vulcanpost.com/26961/internet-addiction-harming-youngsters-malaysia/
[Accessed 26 May 2016].
● Ambientinsight.com. (2016). ​Ambient Insight | International Mobile Learning Research​.
[online] Available at: http://www.ambientinsight.com/Reports/MobileLearning.aspx
[Accessed 2 May 2016].
● eLearning Industry. (2015). ​7 Key eLearning Trends For 2016 - eLearning Industry.​
[online] Available at: http://elearningindustry.com/7-key-elearning-trends-for-2016
[Accessed 26 May 2016].
● Supersonic. (2015). ​The Target Profiles for Educational Apps - Supersonic.​ [online]
Available at: https://www.supersonic.com/blog/the-target-profiles-for-educational-apps/
[Accessed 28 May 2016].
● Possible Mobile. (2014). ​How Transparency Improves Mobile App Production​. [online]
Available at:
https://possiblemobile.com/2014/03/transparency-improves-mobile-app-production/
[Accessed 28 May 2016].
● Pipint.com. (2016). ​Organisation Design | Partners in Performance.​ [online] Available
at: http://www.pipint.com/en/services/organisation-design [Accessed 27 May 2016].
● Pipint.com. (2016). ​Organisation Design | Partners in Performance.​ [online] Available
at: http://www.pipint.com/en/services/organisation-design [Accessed 27 May 2016].
● eLearning Industry. (2016). ​Millennials vs Baby Boomers: 4+4 Tips To Treat Different
Age Groups In eLearning - eLearning Industry.​ [online] Available at:
http://elearningindustry.com/millennials-vs-baby-boomers-4-4-tips-to-treat-different-age-
groups-in-elearning [Accessed 14 May 2016].

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● Inc.com. (2016). ​How to Write the Financial Section of a Business Plan.​ [online]
Available at: http://www.inc.com/guides/business-plan-financial-section.html [Accessed
14 May 2016].
● Iplanner.net. (2016). ​What is Risk Analysis.​ [online] Available at:
http://www.iplanner.net/business-financial/online/how-to-articles.aspx?article_id=risk-an
alysis [Accessed 16 May 2016].
● Story Time for Kids. (2014). ​The Top Benefits Of Mobile Learning Apps For Kids - Story
Time for Kids​. [online] Available at:
http://www.storytimeforkids.info/app/top-benefits-mobile-learning-apps-kids/ [Accessed
17 May 2016].

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