BUSINESS PLAN 'Mobile Application – Loyalty Program'
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Project Description
Idea and essence of the project: development of mobile application for Android and iOS, which will become the mobile loyalty system with the working title «ShakeWallet».
Geography of the project: Russia.
Audience of the Project:
Within the project, mobile application for Android and iOS operation systems was developed by the initiator.
Application will be based on the idea of mobile loyalty program with the working title «ShakeWallet», which essentially is a single electronic discount card, but has a branch, which provides the saving of bonus in a course of use with the following exchange the accumulated points for presents/discounts in the respective point of sale.
Due to the «ShakeWallet», the visitors of leisure facilities do not need to keep dozens of discount cards with them, buy coupons or collect stamps: it is enough to install the application to their smartphones, accumulate the points for visiting of facilities, scanning the QR-code, and receive presents in the future.
The main feature of the project will be the gamification of the «ShakeWallet» application: clients visit the facilities, gain points and receive presents.
The principle of service is simple enough –in facilities the special menu-holders with QR-code are placed on the tables. Guests scan QR-code via telephone at each visit. They gain points for each visit and exchange them for presents: drinks and dishes, discounts or «chips» of facilities.
Application uses the geolocation and each QR-code is attached to its facility. Also facilities can send the push-notifications for clients, conduct surveys and use analytics.
It is necessary to register on the official website to begin the cooperation with «ShakeWallet». After that, the company’s manager will contact with a potential project partner, provide the access and equipment for test period. After the free of charge period, facilities choose an appropriate variant among set of paid subscriptions.
Mobile application operates on the iOS and Android platforms; user can download it in App Store and Google Play.
Global smartphone supply has increased by 23.1% in Q2 2014 over the similar period of 2013 and amounted to *** mln devices. This is a record volume in comparison with other quarters, marked by analysts.
Russian smartphone market has increased to *** mln RUB in Q3 2014, the number of sold devices has amounted to *** mln. As opposed to the previous reporting period, the smartphone market in rubles showed the positive dynamics during the year, increasing by 19.4%.
Despite the fluctuations of exchange rates, the Russians continue to buy the mobile devices. But the preferences of Russian users of mobile devices continue to shift to the cheaper models such as Fly, Alcatel or Explay.
An average price for smartphone in Russia has declined to *** thsd RUB (by 14.9% for a year). In terms of market price categories in Q3 2014, the positive dynamics is fixed only in segment of devices of the budget category, which are valued up to 5 thsd RUB. Is July-September, *** mln of such smartphones were sold, which is two times more than in previous year.
As for the Russian market, the positions of Android platform, which is the base for most devices in different price segments, have been strengthened in Q3 2014 – its share in Rubbles has increased to *** bln RUB (growth by 72,4%), in unit – to *** mln devices (growth by 85,5%).
For the period of June 2013 – July 2014, the number of applications in Google Play has increased by 60% and their total revenue – in 2.4 times; Taiwan and Indonesia have closely approached by the revenue to Great Britain.
Project Description
Idea and essence of the project: development of mobile application for Android and iOS, which will become the mobile loyalty system with the working title «ShakeWallet».
Geography of the project: Russia.
Audience of the Project:
- facilities of entertainment and leisure in Russian Federation (RF);
- visitors of facilities – users of mobile applications (core audience – solvent population of Russia aged 18-45 years).
- Starcard;
- Sailplay;
- Fidme.
Within the project, mobile application for Android and iOS operation systems was developed by the initiator.
Application will be based on the idea of mobile loyalty program with the working title «ShakeWallet», which essentially is a single electronic discount card, but has a branch, which provides the saving of bonus in a course of use with the following exchange the accumulated points for presents/discounts in the respective point of sale.
Due to the «ShakeWallet», the visitors of leisure facilities do not need to keep dozens of discount cards with them, buy coupons or collect stamps: it is enough to install the application to their smartphones, accumulate the points for visiting of facilities, scanning the QR-code, and receive presents in the future.
The main feature of the project will be the gamification of the «ShakeWallet» application: clients visit the facilities, gain points and receive presents.
The principle of service is simple enough –in facilities the special menu-holders with QR-code are placed on the tables. Guests scan QR-code via telephone at each visit. They gain points for each visit and exchange them for presents: drinks and dishes, discounts or «chips» of facilities.
Application uses the geolocation and each QR-code is attached to its facility. Also facilities can send the push-notifications for clients, conduct surveys and use analytics.
It is necessary to register on the official website to begin the cooperation with «ShakeWallet». After that, the company’s manager will contact with a potential project partner, provide the access and equipment for test period. After the free of charge period, facilities choose an appropriate variant among set of paid subscriptions.
Mobile application operates on the iOS and Android platforms; user can download it in App Store and Google Play.
Global smartphone supply has increased by 23.1% in Q2 2014 over the similar period of 2013 and amounted to *** mln devices. This is a record volume in comparison with other quarters, marked by analysts.
Russian smartphone market has increased to *** mln RUB in Q3 2014, the number of sold devices has amounted to *** mln. As opposed to the previous reporting period, the smartphone market in rubles showed the positive dynamics during the year, increasing by 19.4%.
Despite the fluctuations of exchange rates, the Russians continue to buy the mobile devices. But the preferences of Russian users of mobile devices continue to shift to the cheaper models such as Fly, Alcatel or Explay.
An average price for smartphone in Russia has declined to *** thsd RUB (by 14.9% for a year). In terms of market price categories in Q3 2014, the positive dynamics is fixed only in segment of devices of the budget category, which are valued up to 5 thsd RUB. Is July-September, *** mln of such smartphones were sold, which is two times more than in previous year.
As for the Russian market, the positions of Android platform, which is the base for most devices in different price segments, have been strengthened in Q3 2014 – its share in Rubbles has increased to *** bln RUB (growth by 72,4%), in unit – to *** mln devices (growth by 85,5%).
For the period of June 2013 – July 2014, the number of applications in Google Play has increased by 60% and their total revenue – in 2.4 times; Taiwan and Indonesia have closely approached by the revenue to Great Britain.
1. PROJECT DESCRIPTION
2. MARKET ANALYSIS
2.1. Smartphone Market
2.1.1. Russian Smartphone Market
2.2. Market of Android and iOS Based Devices
2.2.1. State of the Russian Market of Android-Based Devices
2.3. Market of Mobile Applications
2.3.1. Market of Mobile Applications in Russia
2.3.2. Consumer Preferences in Segment of Mobile Applications
2.4. Market of Loyalty Programs
2.4.1. Market Tendencies
2.4.2. The Main Players of Loyalty Programs Market
2.5. Consumer Environment of the Project
2.5.1. State of Entrepreneurship in RF
2.5.2. Number of Project Audience in Cities-Millionaires
2.5.3. Consumer Behavior
3. COMPETITIVE ENVIRONMENT
4. MARKETING OF THE PROJECT
4.1. Channels of Attraction of Audience and Analytics
4.2. Internal Promotion Methods
4.2.1. Promotion through Application Stores
4.3. External Promotion Methods
4.3.1. Promotion of Applications in Overviews
4.3.2. Promotion of Applications in Social Networks
4.3.3. Creation of Application Page
5. OPERATIONAL PLAN
5.1. Project Personnel
5.2. Technologies Used for Implementation (the iBeacon system)
6. FINANCIAL PLAN
6.1. Project Assumption
6.2. Project Seasonality
6.3. Sales Volume
6.4. Revenue
6.5. Personnel
6.6. Project Costs
6.7. Taxes
6.8. Cash Flow Statement
6.9. Cash Flows
6.10. Indicators of the Project Economic Efficiency
7. SENSITIVITY ANALYSIS
INFORMATION ABOUT THE «VTSCONSULTING» COMPANY
LIST OF DIAGRAMS, TABLES AND FIGURES
Table 1.TOP5 of Smartphone Producers (mln units)
Table 2. Amount of Sold Smartphones Based on Different Operation Systems, mln units
Table 3. Potential Number of Project Partners in Cities-Millionaires of RF
Table 4. Profile of the Starcard Application
Table 5. Profile of the Sailplay Application
Table 6. Profile of the FidMe Application
Table 7. Project Personnel
Diagram 1. Dynamics of Growth of the Russian Smartphones Market, bln RUB
Diagram 2. Dynamics of Sales Volume Growth of Budget Smartphones Segment
Diagram 3. Share of Phablets on the Russian Smartphones Market, 2014
Diagram 4. Dynamics of Sales of Android Based Devices in Terms of Producers, 2013-2014, mln units
Diagram 5. Dynamics of Sales Volume Growth of Android Based Smartphones in Russia, mln units
Diagram 6. Revenue from Sales of Android and Apple Based Smartphones in Russia, bln RUB
Diagram 7. Growth of Application Number in Google Play, mln units
Diagram 8. Quarterly Global Revenue of Application from Google Play (Q1 2013 is a base of comparison), bln EUR
Diagram 9. Segmentation of Downloading Application by Their Types
Diagram 10. Annual Growth Rates of Mobile Application Market, %
Diagram 11. Distribution of Downloads by Users’ Interests
Diagram 12. Distribution of Small and Medium Enterprises Depending on Field of Activity
Diagram 13. Share of Small and Medium Enterprises in the Total Revenue Share of the State
Diagram 14. Consumer Behavior at the Searching Applications for Downloading
Figure 1. The Shopkick Application
Figure 2. The Pirq Application
Figure 3. The Juengo Application
Figure 4. The Front Flip Application
Figure 5. The Starcard Application
Figure 6. The Sailplay Application
Figure 7. The FidMe Application
Figure 8. Strategic Competitive Canvas
Figure 9. TOP Applications in Google Play
Figure 10. ТОП Applications in App Store
Figure 11. Example of Appearance of Application Description
Figure 12. Promotion on the iPhones.ru Website
Figure 13. Promotion on the Droider.ru Website
Figure 14. Promotion through Specialized Thematic Sites
2. MARKET ANALYSIS
2.1. Smartphone Market
2.1.1. Russian Smartphone Market
2.2. Market of Android and iOS Based Devices
2.2.1. State of the Russian Market of Android-Based Devices
2.3. Market of Mobile Applications
2.3.1. Market of Mobile Applications in Russia
2.3.2. Consumer Preferences in Segment of Mobile Applications
2.4. Market of Loyalty Programs
2.4.1. Market Tendencies
2.4.2. The Main Players of Loyalty Programs Market
2.5. Consumer Environment of the Project
2.5.1. State of Entrepreneurship in RF
2.5.2. Number of Project Audience in Cities-Millionaires
2.5.3. Consumer Behavior
3. COMPETITIVE ENVIRONMENT
4. MARKETING OF THE PROJECT
4.1. Channels of Attraction of Audience and Analytics
4.2. Internal Promotion Methods
4.2.1. Promotion through Application Stores
4.3. External Promotion Methods
4.3.1. Promotion of Applications in Overviews
4.3.2. Promotion of Applications in Social Networks
4.3.3. Creation of Application Page
5. OPERATIONAL PLAN
5.1. Project Personnel
5.2. Technologies Used for Implementation (the iBeacon system)
6. FINANCIAL PLAN
6.1. Project Assumption
6.2. Project Seasonality
6.3. Sales Volume
6.4. Revenue
6.5. Personnel
6.6. Project Costs
6.7. Taxes
6.8. Cash Flow Statement
6.9. Cash Flows
6.10. Indicators of the Project Economic Efficiency
7. SENSITIVITY ANALYSIS
INFORMATION ABOUT THE «VTSCONSULTING» COMPANY
LIST OF DIAGRAMS, TABLES AND FIGURES
Table 1.TOP5 of Smartphone Producers (mln units)
Table 2. Amount of Sold Smartphones Based on Different Operation Systems, mln units
Table 3. Potential Number of Project Partners in Cities-Millionaires of RF
Table 4. Profile of the Starcard Application
Table 5. Profile of the Sailplay Application
Table 6. Profile of the FidMe Application
Table 7. Project Personnel
Diagram 1. Dynamics of Growth of the Russian Smartphones Market, bln RUB
Diagram 2. Dynamics of Sales Volume Growth of Budget Smartphones Segment
Diagram 3. Share of Phablets on the Russian Smartphones Market, 2014
Diagram 4. Dynamics of Sales of Android Based Devices in Terms of Producers, 2013-2014, mln units
Diagram 5. Dynamics of Sales Volume Growth of Android Based Smartphones in Russia, mln units
Diagram 6. Revenue from Sales of Android and Apple Based Smartphones in Russia, bln RUB
Diagram 7. Growth of Application Number in Google Play, mln units
Diagram 8. Quarterly Global Revenue of Application from Google Play (Q1 2013 is a base of comparison), bln EUR
Diagram 9. Segmentation of Downloading Application by Their Types
Diagram 10. Annual Growth Rates of Mobile Application Market, %
Diagram 11. Distribution of Downloads by Users’ Interests
Diagram 12. Distribution of Small and Medium Enterprises Depending on Field of Activity
Diagram 13. Share of Small and Medium Enterprises in the Total Revenue Share of the State
Diagram 14. Consumer Behavior at the Searching Applications for Downloading
Figure 1. The Shopkick Application
Figure 2. The Pirq Application
Figure 3. The Juengo Application
Figure 4. The Front Flip Application
Figure 5. The Starcard Application
Figure 6. The Sailplay Application
Figure 7. The FidMe Application
Figure 8. Strategic Competitive Canvas
Figure 9. TOP Applications in Google Play
Figure 10. ТОП Applications in App Store
Figure 11. Example of Appearance of Application Description
Figure 12. Promotion on the iPhones.ru Website
Figure 13. Promotion on the Droider.ru Website
Figure 14. Promotion through Specialized Thematic Sites
