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BUSINESS PLAN 'Mobile Application – Loyalty Program' (with financial model)

Стоимость: 35 000 руб
  • 79
  • Английский
  • 16.12.2014
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Adaptation of this business plan is possible for similar project around the world.

The financial model in separate file is attached to this business plan, which makes it easy to build a new financial plan by entering the appropriate data.

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).

Competitive environment (applications – loyalty programs):

  • Starcard;
  • Sailplay;

«ShakeWallet» for business

«ShakeWallet» for users

  • Use of remuneration principle – due to the points and bonuses for each visit, the clients are willing to come back again;
  • Principle of «viral spread» – due to the recommendations among friends and acquaintances, the clients also gain points, which in its turn promotes the application among potential users;
  • Communication with customers at a distance – installation of application enables the communication with clients at a distance due to the sending of personal notifications;
  • Detailed analytics and results – partners of the project have an opportunity to be comprehensively informed about the clients, their preferences, new visitors, their age, sex, etc.;
  • democratic tariff policy – the company has developed three possible variants of subscription fee for the project partners.
  • nice addition – users additionally receive presents and bonuses for visiting of the favorite places;
  • simplicity of use – to gain points, the user must  only scan the QR-code, presented on Holder;
  • understandable exchange algorithm –  to exchange the points for presents, it is only necessary to show the chosen present on the smartphone screen to the representative of facility (administrator, waiter);
  • unlimited amount of points – every time when user recommends the application or brings friends to the facility, he gains additional points.

 

Financial indicators of the project

Indicator

Units

Value

Necessary investment

$

***

NPV

$

***

IRR

%

***

Payback period

years

***

Discounted payback period

years

2.05

Excerpts from Research

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].

 

[1] According to the research App Annie, http://app2top.ru/industry/app-annie-za-god-vy-ruchka-google-play-vy-rosla-v-24-raza-42738.html

List of Diagrams, Tables and Figures

4

Executive Summery

5

  1. Project Description

6

  1. Market Analysis

9

2.1. Smartphone Market

9

2.1.1. Russian Smartphone Market

10

2.2. Market of Android and iOS Based Devices

12

2.2.1. State of the Russian Market of Android-Based Devices

14

2.3. Market of Mobile Applications

16

2.3.1. Market of Mobile Applications in Russia

18

2.3.2. Consumer Preferences in Segment of Mobile Applications

20

2.4. Market of Loyalty Programs

22

2.4.1. Market Tendencies

22

2.4.2. The Main Players of Loyalty Programs Market

25

2.5. Consumer Environment of the Project

29

2.5.1. State of Entrepreneurship in RF

29

2.5.2. Number of Project Audience in Cities-Millionaires

31

2.5.3. Consumer Behavior

34

  1. Competitive Environment

38

  1. Marketing of the Project

44

4.1. Channels of Attraction of Audience and Analytics

44

4.2. Internal Promotion Methods

45

4.2.1. Promotion through Application Stores

45

4.3. External Promotion Methods

49

4.3.1. Promotion of Applications in Overviews

49

4.3.2. Promotion of Applications in Social Networks

52

4.3.3. Creation of Application Page

53

  1. Operational Plan

54

5.1. Project Personnel

54

5.2. Technologies Used for Implementation (the iBeacon system)

54

  1. Financial Plan

56

6.1. Project Assumption

56

6.2. Project Seasonality

56

6.3. Sales Volume

57

6.4. Revenue

58

6.5. Personnel

59

6.6. Project Costs

62

6.7. Taxes

64

6.8. Cash Flow Statement

65

6.9. Cash Flows

68

6.10. Indicators of the Project Economic Efficiency

68

  1. Sensitivity Analysis

71

INFORMATION ABOUT THE «VTSConsulting» COMPANY

78

Table 1.TOP5 of Smartphone Producers (mln units)

9

Table 2. Amount of Sold Smartphones Based on Different Operation Systems, mln units

13

Table 3. Potential Number of Project Partners in Cities-Millionaires of RF

32

Table 4. Profile of the Starcard Application

39

Table 5. Profile of the Sailplay Application

41

Table 6. Profile of the FidMe Application

42

Table 7. Project Personnel

54

Diagram 1. Dynamics of Growth of the Russian Smartphones Market, bln RUB

10

Diagram 2. Dynamics of Sales Volume Growth of Budget Smartphones Segment

11

Diagram 3. Share of Phablets on the Russian Smartphones Market, 2014

12

Diagram 4. Dynamics of Sales of Android Based Devices in Terms of Producers, 2013-2014, mln units

14

Diagram 5. Dynamics of Sales Volume Growth of Android Based Smartphones in Russia, mln units

15

Diagram 6. Revenue from Sales of Android and Apple Based Smartphones in Russia, bln RUB

15

Diagram 7. Growth of  Application Number in Google Play, mln units

16

Diagram 8. Quarterly Global Revenue of Application from Google Play (Q1 2013 is a base of comparison), bln EUR

17

Diagram 9. Segmentation of Downloading Application by Their Types

17

Diagram 10. Annual Growth Rates of Mobile Application Market, %

19

Diagram 11. Distribution of Downloads by Users’ Interests

21

Diagram 12. Distribution of Small and Medium Enterprises Depending on Field of Activity

30

Diagram 13. Share of Small and Medium Enterprises in the Total Revenue Share of the State

31

Diagram 14. Consumer Behavior at the Searching Applications for Downloading

35

Figure 1. The Shopkick Application

26

Figure 2. The Pirq Application

27

Figure 3. The Juengo Application

28

Figure 4. The Front Flip Application

29

Figure 5. The Starcard Application

39

Figure 6. The Sailplay Application

40

Figure 7. The FidMe Application

42

Figure 8. Strategic Competitive Canvas

43

Figure 9. TOP Applications in Google Play

45

Figure 10. ТОП Applications in App Store

46

Figure 11. Example of Appearance of Application Description

48

Figure 12. Promotion on the iPhones.ru Website

50

Figure 13. Promotion on the Droider.ru Website

51

Figure 14. Promotion through Specialized Thematic Sites

52