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Introduction to Business Plan

Starting a new business is very complex task for every entrepreneur because owner needs focus on multiple streams such as revenue, marketing plans, generating customers, financial management, etc. For the present business plan, a new generation mobile apps development company is proposed which provides gaming apps services to their client companies and customers. After identifying the market gaps, our organization is developed game mobile apps which have different features including product rating, social media friendly, display pop up messages inviting the user to rate the app and comparison of discounts options provided by different apps providers in the online gaming sector. Mobile apps developing company will provide variety of services to their client companies including gaming software’s that will enable to meet current and future demand of customers. Besides that, for promoting its products and capture wide market segment, enterprise will provide some free games to their customers. The current business plan focuses on new generation mobile apps development firm (NGMDF) which will offer Android mobile application for playing different games.

The Mission and Vision Statement

Vision:

Be the world's best and most mobile application development company for different games. Along with this NGMDF will also focuses on providing best value for their investment in mobile application development.

Mission:

New generation mobile game development firm will be dedicated enough to lead in customer service and develop unique for our clients. Along with this, mission of this organization is to become one of the most trusted, competent and customer focused mobile app development companies in the world.

Trading Status

Trading status can be used by people to gather at exchange for making trades on bids and offers made by open outcry. But, owner of this business has decided that at the time of initial starting company will not be listed its shares on any exchange because it reduces the liquidity and transparency. Trading on exchange takes long for making settlements which will have direct impact on financial capabilities of this company (Bose, 2006). Company will start its trading after completing more than ten years as getting a sound business position in the UK market. 

Management & Ownership

Appropriate management of different function helps in getting success in any kind of business. So, business owner will focus on appropriate management of this organization of mobile application. Organization will hire different mangers for managing various departments of the company. It will recruit financial manager for managing finance and capital of organization. Marketing manager will play important role in managing various advertising and promotion activities. Further, operation manager will handle all activities of production and operation departments of the company (Gorchels, 2006).  
In term of ownership this business is a sole proprietorship and owner of this business will be Robart John. He is a software engineers and have experience in the field of software developer. He has worked with top IT companies so, he has strong experience in developing different types of mobile application. Along with this, he has completed his business studies also so, he is capable enough to manage various functions of business. Initial level Robart will follow autocratic leadership style for managing different functions and taking major decisions. But afterwards, he will use democratic leadership style for making different decisions in effective manner.

Objectives

  • To generate high revenue by selling mobile application of different games.  
  • To augment the market share of mobile apps.
  • Pioneer in mobile application development.
  • To increase profitability of the firm by 30% after 3 years.
  • To grow the base of customers at international level.

Strategies

For attaining all objectives, new business needs to sue different key success strategies which will help in getting desired success. New generation mobile apps development firm (NGMDF) will focus on high quality of services. Along with this use of strong technology, research and development and innovation will also be included in the major strategies of new business. Including this, organization will also use appropriate financial strategies for managing available funds. Further, there are different strategies of market entry mode which can be also used by NGMDF for entering into the industry of mobile application development (Grieve, 2013).

Product or service description

As per the above description, new business will offer different mobile application for gaming market of UK. It will offer mobile application of single game for different devices such as Android devices, iPhones, Windows Phones, BlackBerry smart phones and other platform, etc. Organization will develop application as per the needs and requirements of their clients. Along with this, it will add different features by which they can connect status of games with social media profiles. In initial stage it will offer free apps for different smart phone users because it will help in creating positioning of the company in mobile application development market of UK(Gitman, 2013). NGMDF will provide services to different companies of the gaming market of UK. Company will take order for developing application of these companies and offer these apps to smart phone users. Organization will develop such types of mobile application which will attract more users to try and use their apps once. 

Unique Features

Unique features of different products and services of this organization will include options for giving product rating, connecting games with social media profiles, pop up messages and inviting friends to use application.

Pricing Strategy& Value Issues

There are number of factors that would be considered at the time of deciding price for different mobile application. Existing competition in the market will also force in deciding price of distinct products and services. As per the discussion of the above, NGMDF will offer free mobile application for smart phone users. Along with this, it will generate sales by pay per click strategy which is also known as cost per click (Pinson, 2008). This strategy will be used by company to direct traffic to website in which advertise will pay the publisher means mobile app development company. Sales will be generated with click on mobile app and website. Generally, the amount spent to get an advertisement clicked, so, this organization will offer free mobile app to Smart phone users (Elearn, 2013).

There is different value issues related to the mobile application so, this organization will focus on providing valuable products and services to their clients and different smartphone users. Major value issues will mobile app include that application failure to target right mobile platforms like operating systems, Android, windows and Symbian, etc. for resolving this issues company will pay attention to develop a feature to automatic selection of mobile app as per the mobile platform. Along with this, mobile apps are failed to make comparison between different apps of different games. But, company will provide a unique feature of product rating which will help customers in making competition between different similar apps of different kinds of games (Brigham, 2001).

MARKETING PLAN

Main aim of developing mobile apps for gaming market is to enhance effectiveness of health care and gaming services. Currently different types of mobile apps service providers are present in the UK but they are not aimed towards providing rating and comparison of discounts options provided by different apps providers (Acton, 2013). In order to grasp business opportunity and better perform as compared to other competitors present in the competitive arena, market research is conducted.

Market Research Methodology

In order to conduct research about mobile apps sector, variety of authentic sources including books, journals and online article are followed. As per research report of Deloitee (2015), it is identified that 76% of adults in UK have owned Smartphone (Deloitee consumer marker report, 2015). They are gaming and Smartphone addicted. Mobile applications are changing the way people communicate and tremendous changes also come in the attitudes of mobile phone users’. From the report, it is found that the global app economy was worth over £40bn in 2013. It is predicted that it will enhance and reach $113 billion by 2018 (Ukie, 2015). Candy Crush Saga and Clash of Clans are the most famous gaming mobile applications among the users in the UK app stores. In addition, rapid adoption of Smartphone and strong demand drivers in the global app economy are the major factors which motivates enterprises and entrepreneurs to open new business in this segment.

In order to conduct research about the mobile apps sector, variety of authentic sources including books, journals and online article are followed. As per research report of Deloitee (2015), it is identified that 76% of adults in UK have owned Smartphone (Deloitee consumer marker report, 2015).They are gaming and Smartphone addicted. Mobile applications are changing the ways through which people communicate with each other and tremendous changes also come in the attitudes of mobile phone users. From the report, it is found that the global app economy was worth over £40bn in 2013.It is predicted that it will enhance and reach $113 billion by 2018 (Ukie, 2015). Candy Crush Saga and Clash of Clans are the most famous gaming mobile applications among the users in the UK app stores. In addition, rapid adoption of Smartphone and strong demand drivers in the global app economy are the major factors that motivate enterprises and entrepreneurs to open new business in this segment.

Secondary Research

As per the present case scenario, researcher can use different sources including books, journals, online published articles and industry reports to better understand the mobile apps industry (Baas, 2012). For collecting data, this method can be employed because it will provide information about different areas such as mobile app market, competitors and the global app economy etc. In order to collect data, researcher can gather information from different studies to know Smartphone users perceptions about mobile apps and the use mobile applications in their day to day activities. By understanding their views, investigator would be able to develop quality of apps and meet demand of users in a specific manner.

Situational Analysis and Market Size

Situation analysis can be conducted to understand the impact of micro and macro factors on the performance of other competitors and identifying success factors for new business in the modern world. With the help of SWOT and PESTLE, analysis of entire industry and competitors can be done in a significant manner.

The Demand

According to Dredge (2013), 20million monthly active mobile gamers are present in the digital economy. High involvement of Smartphone users can be seen in terms of using mobile phones from anywhere, at any time.

The Competition

By applying porter five forces model, analysis of market and competitors can be done. Threat of new entrants in UK is high due to presence of low barriers like low start-up and equipment cost, availability of talent etc. These types of issues can create problem for new mobile apps development firm. In addition, a threat of substitutes in gaming sector is high due to presence of web, Smartphone and changes come in new technology. Before deciding product service and price, it is essential for new start-up to consider bargaining power of buyers. Without understanding them, enterprise would be unable to meet the growing demand of mobile phones users effectively (Tang, 2003). On the other hand, bargaining power of suppliers is high in the market due to presence of very few suppliers in the UK gaming market. Besides that, Simpsons, Candy Crush Saga and Clash of Clans are the most famous mobile games among the UK customers.Due to product differentiation and changes come in expectation of Smartphone users, it is necessary for new venture to emphasize on new technology and lucrative features in mobile apps in the competitive arena (Harvard Pocket Mentor Series, 2007). Feasibility of product can be measured by using 4 P’s of marketing.

Unique Selling Point

New start up and its mobile apps will be unique in term of providing product rating, social media friendly, display pop up messages inviting the user to rate the app and comparison of discounts options provided by different apps providers will be the major USP of firm product.

Further Research Requirement

In order to carry out further research, primary data collection approach can be employed. It will help investigator to understand the expectations of mobile apps users and meet them in a significant manner. In this regard, different methods including survey, interview and observation can be applied. After getting success in London geographic area, firm can expand its business in entire nation and across the world (Kerth, 2008). For this purpose, different activities including more technology advancement, increase product portfolio, open new-stores, recruitment of talent employees and IT infrastructure will be required in future.

Marketing Strategy

For promoting mobile game apps, enterprise can adopt mass marketing and indirect marketing tactics. In this regard, pre-launch strategies including blog, social media profile, tech-blogs and forums can be employed. On the hand, post launch strategies which include App store marketing, App review website and rating & reviews strategies can be beneficial for the enterprise in the context of encouraging customers to share their review about product and services (Tang, 2003). Along with this, for direct marketing of its new mobile apps, enterprise can carry out strategic partnership with one or multiple I/O board constructors or suppliers in a proper way.

Selling Methods and Exit Strategy

For selling and promoting its products, enterprise can use in-app advertising model. In this approach, users can directly download apps from app-store for free and advertiser will paid money to firm when users will click the ads (Pinson, 2008). Owner of new venture can exit from the market through dual-track approach and management buyout approaches. Management layout method will be applied because it will provide immediate liquidity to owner and shareholders of company. However, constituencies’ related changes can influence business of firm. Apart from this, dual-track approach can be considered to capitalize the most attractive opportunity and marketing company products to potential strategic buyers.

Operations and Human Resource Plan (Technical Ability, Personnel Capability Statement)

Principal's Qualification and Experience

In order to carry out day to day functions of company, it is necessary for organizations to recruit talented employees and trained them about new mobile applications.  On the basis of knowledge and their skills, candidates for different posts including customer support, website maintenance, marketing design and coding will be selected. Coder will select on the basis of programming skills and technology qualification (Acton, 2013). On the basis of advertising and promotion skills, enterprise will recruit marketing manager. Knowledge of different types of databases including SQL, Oracle and many more will be needed for the post of database administrator.

Personnel Qualifications and Experience

For the purpose of programming post, technical qualifications including Diploma, B-tech and master degree in technical field will be required. In addition, minimum 3 year apps development experience will be needed for the post of senior position. Administrator and social media experts will be required to interact with customers and perform website maintenance functions (Baas, 2012).  For implementing marketing and communication strategies, enterprise will require sales manager.  In the context of executing different organizational activities, inventory staffs will be needed.

How the business operates and controlled

In the context of understanding the requirement of business operations, researcher can use Porter's Value Chain Model. In order to perform inventory functions, firm will be required different types of hardware and software including camera, accelerometer, mobile application development platform (iOS, Android and etc.) and programming languages (HTML5, Java and Php).

Database expert and programmer will perform coding and user interface functions. For delivery of products and services, organization will need of an online store and marketplace including Android Apps and Google Play. Marketing manager and social media experts will perform promotion activities (Grieve, 2013). Besides that, different types of supporting activities including human resource management, hardware, software and other IT assets will be needed to support secondary value activities.

Link to Legal Employment Law or vice versa

Before developing mobile application for gaming purpose, it is necessary for business owner or entrepreneur to aware about patent protection and mobile app patent for its mobile app. In addition, management of firm must be aware about equality act, discrimination and employability law. Apart from this, it is necessary for the company to consider employment and labor law. Without considering legal procedures and regulations developed by UK government, new enterprise would be unable to grasp business opportunity in a significant manner (Harvard Pocket Mentor Series, 2007).

Conclusion.

From the present report, it is clear the demand of mobile apps and game software are increasing rapidly. In order to meet demand of consumers and better perform as compared to other present in the industry, new mobile apps firm has been developed. On the basis of financial calculation, it is clear that after three year, firm will get profit and it shows the viability of business plan. In addition, communication channels used by enterprise will help company in attracting customers and client companies in a significant manner.

REFERENCES

  • Acton, A., 2013. Advances in Environment Research and Application. ScholarlyEditions.
  • Baas, M., 2012. Imagined Mobility: Migration and Transnationalism Among Indian Students in Australia. Anthem Press.pp.275-280.
  • Bose, C., 2006. Fundamentals of Financial Management. PHI learning.
  • Brigham, E., 2001. Fundamentals of Financial Management. Thomson Learning
  • Elearn, 2013. Financial Management Revised Edition.Routledge publication.
  • Gitman, J. L., 2013. Personal Financial Planning. Cengage Learning publication.
  • Gorchels, L., 2006. Product Manager’s  Handbook. United Street: The McGraw-Hill Companies.
  • Grieve, I.,2013. Microsoft Dynamics GP 2013 Financial Management.Packt Publishing Ltd.
  • Harvard Pocket Mentor Series, 2007. Creating a Business Plan: Expert Solutions to Everyday Challenges. Harvard Business Press.
  • Kerth, L.A., 2008. Successful business uses for abandoned service stations. A.L. Kerth.

 

 

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