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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Su Arn Kwek
NetID skwe265
Group Number: 288
Website Link: http://infosys1102014s1group288.blogspot.co.nz/p/d1.html
Tutorial Details
Tutor: Day: Time:
Kirsten van Dorp Thursday 10am
Time Spent on
Assignment:
32 hours Word Count: 1,647






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CHILD DRIVEWAY ACCIDENTS
INTRODUCTION
Each year, at least five children die as a result of being hit by cars in driveways, and a child
is hospitalised with injuries each week. (NZ Herald, 2014)
This is a serious problem occuring all over the world thats still not been addressed with an
effective solution. Drivers are simply unware of objects that behind their car when backing
out of a driveway.
Current solutions to this problem, such as reversing cameras, have proven to still be fallible.
I believe that driveway pressure pads are the key to solving this problem.
3. BUSINESS SECTION
3.1 Vision
To create a safe envrionment, and protect children by preventing unecessary accidents
within their own driveways with technology that is reliable and effective.
3.2 Industry Analysis: Child Driveway Safety Industry

Force: High/Low: Justification:
Buyer power: High Customers can purchase the many other driveway safety
products from the countless other companies selling them.
These include: reversing cameras, sensors, safety fences, and
convex mirrors all of which would be more affordable than
my product. (SafeKids, 2011)
Supplier power: Low Most companies in this industry are selling products that are
simple and can be found in many stores. Products like fences

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and mirrors can be obtained from industrial stores like Mitre
10. Reversing cameras can be purchased at electronic stores
like Dick Smith, and car retailers such as Toyota. These
systems are not expensive, costing somewhere between
$180 and $700. (NZ Herald, 2013)
Threat of new
entrants:
High Its not difficult for competitors to enter the driveway safety
industry market as there are low barriers to entry. For
example, if a potential business wanted to focus on selling
custom fit fences around driveways, startup and legal costs
would be very low as there are no specific entry
requirements to become a building contractor. (Carrers NZ,
2014)
Threat of substitutes: Low The only other way to ensure driveway safety, other than
purchasing products specifically targeted for the problem,
would be perfoming head checks whilst operating the
vehicle. The driver must be fully aware of his/her
surroundings at all times, and teach children to never play
around vehicles. (National Highway Traffic Safety
Administration, 2014)
Rivalry among existing
competitors:
Low
Many companies already sell products that could help child
driveway safety, but dont specifically target the problem
itself. For example, reversing cameras and sensors in vehicles
were designed for assistance in parking and therefore, some
researchers claim that they might even contribute to a
reduced sense of risk among drivers, making them more
complacent. My product would be the only one of its kind in
this industry. (Department of Infrastructure and Transport,
2012)

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Overall, this industry looks relatively attractive. As threat of substitues is low, and there are
not many companies targetting this specific issue of driveway safety, my product would be
in high demand.
3.3 Customers and Thei r Needs
Customers would be anyone who owns a property which has a driveway, drives a vehicle on
it, and has children living in their household.
Their needs would be having quick and reliable knowledge of a child on their driveway, at
any time, whilst in their vehicle. This is critical as accidents occur because drivers didnt
know there was a child behind their vehicle whilst reversing out. For example, often
children involved in these accidents had wanted one last chance to see their parents before
they leave running up behind the vehicle at the worst possible moment. CNN news
(2005) calls this the bye-bye syndrome.
The reality is children do unexpected things and the adult driving a reversing car doesnt
always notice in time. (NZ Herald, 2010)
3.4 The Product and Service
Custom made and fit pressure pads will be installed all along the surface of the customers
driveway. These will send a wireless signal to a portable receiver if it detects something
between 2 to 100kg on the driveway. The receiver will then send out a loud warning
message to the driver, alerting him/her instantaneously if an object steps on the pressure
pads. This means that even in the midst of backing out, the driver will be alerted if a new
object steps anywhere onto the driveway. The driver will then be able to stop the vehicle
and avoid a tragic accident.


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3.5 Suppliers and Partners
Suppliers
1. Manufacturers of pressure pad systems
Companies which design, make, and test pressure pad systems would be a key
supplier for my product. An example company is United Security Products. They are
specialists in making professional security products, including robust, rugged,
ready (as advertised on their website) pressure mat systems that are waterproof,
wireless, and designed for use in high traffic areas .

2. Freight companies
If customers who decide to purchase my product are from overseas, my company
would be required to transport the pressure pad systems to them. Therefore, a key
supplier would be shipping companies that can transport my product internationally
e.g. Cosco, that transports goods globally.
Partners
1. Government
The government has responsibility for public health and safety, as well as community
well-being and development. My company could work with the government to
promote the use of my product in homes in an effort to make a safer envrionment
for children. They could provide subsidies to homes with children under the age of 7,
and sales of my product would increase.

2. SafeKids NZ
SafeKids Aotearoas vision is that children in New Zealand are free to enjoy their
childhood without being adversely affected by unintentional injuries.
My company could work with SafeKids in promoting driveway safety, ensuring
people have the knowledge of safe driveway practices. SafeKids could then promote
my product during their awareness campaigns as a must for all child residing homes.

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3.6 Strategy: Focused High Cost
Cost Strategy: High Cost
Due to its intricacy, pressure pads are expensive. A sheet the area of 61x76cm is priced at
$127 on Amazon (2014). Because driveways are quite large, a large area of pressure pads
would be required to cover the entire surface, and therefore, each driveway project would
be very costly.
Competitive Scope: Narrow Market
As described earlier, the customers of my product would likely be those who own their own
property, and have children living in their household. Upon analysis, this is actually a small
segment of the New Zealand population. All of New Zealands regions are projected to
have more couple-without-children families and one-person households.a continued
decline in average household size is projected for all regions. (Statistics NZ, 2006)
The overall strategy is therefore: Focused High Cost
3.7 Value Chain Activity: Market and sell the product or service
The most important value chain acitivity for my company would be marketing and selling
the product as this would raise awareness within households of these preventable
tragedies. Severe marketing of my product would alert drivers of the fact that one can never
be too careful when operating a vehicle in areas known to be populated with children. This
thus aligns with my companys vision, hopefully preventing uncessary accidents, and saving
the lives of children.


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3.8 Business Processes
3.8.1. ADVERTISING CAMPAI GN PROCESS As my key value chain activity is marketing and
selling the product, its critical that advertisments are in place to promote the product.
Consumers must be aware that my product is available on the market, and of its
importance.
Start
Determine
customer segment
company wants to
advertise to
Determine what
form of
advertisement is
best e.g. TV, papers,
Radio
Contact relevant
advertising agency
Obtain a quote for
advertising
campaign
Are there sufficient
funds to set up the
advertising campaign?
Set up advertising
campaign
Receive invoice for
advertising
campaign
Send payment
End
Can a loan be taken out to
finance the advertising
campaign?
Take out loan
End
Yes
No
No
Yes
Market research analysis system

$

$
$
Marketing department
Accounting department
MICROSOFT CORPORATION
Budgeting management system



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3.8.2. PRODUCT ORDERI NG PROCESS As each driveway is different, my company must
gather as much information from the customer as possible to ensure effective
implementation of my product, and an agreeable price is established before their order is
placed, and the product sold.
Start
Customer contacts
company about
product
Customer requires
quote
Can the customer
provide their driveway
specifications?
Calculate total
number of pressure
pads required for
the job
Calculate the
estimated number
of labour hours
required for job
Generate a quote
based on
calculations
Does customer still
want to buy the
product?
Communicate quote
to customer
Place order
End
Go to customer,
measure driveway
area, and obtain
specifications
Yes
No
Yes
Customer Service Department
Customer Profile Management System
No
Budgeting Management System
Finance Department




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3.9 Functionalities
3.9.1. ADVERTISING CAMPAI GN PROCESS
Identify target market to advertise to
Check there is sufficient cash available to initiate an advertising campaign
3.9.2. PRODUCT ORDERING PROCESS
Calculate the cost of the potential project
Communicate information with the customer
3.10 Systems

3.10. 1. MARKET RESEARCH REGION ANALYSI S SYSTEM To maximise sales, it is important that
my company does research on which region and type of demographic does child driveway
accidents occur most in. My company would then target this selected segment of the
market and heavily advertise the product to them.
3.10. 2. BUDGET MANAGEMENT SYSTEM To check whether there is sufficient cash/funds
available to initiate the advertising campain, the accounting department would have to look
through the financial statements and perform a budgeting analysis. If there is insufficient
cash, a loan may have to be taken out to finance it. To do this, they would require the use of
the budget management system.
3.10. 3. CUSTOMER PROFI LE MANAGEMENT SYSTEM - Driveway designs vary. As a result, one
customers project willl be unique from another. In order to provide customers with the
optimal design of my product to suit their home, my company would have to communicate
with, and profile each customer separately - recording their details in the customer profile
management system.

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3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information System(s)

Market and
sell the
product
1. Advertising
Campaign
Process
1. Identify target market to advertise to


2. Check there is sufficicent cash available to
initiate an advertising campaign
Market research region
analysis system

Budget management
system

Decision Support System (DSS)


Trasaction Processing System (TPS)

1. Product
Ordering
Process
1. Calculate the cost of the potential project

2. Communicate information with the
customer
Accounting system

Customer profile
management system
Transaction Processing System (TPS)

Customer Relationship
Management System (CRM)

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CONCLUSION
Too many cases over the past years have been related to driveway chlid deaths. This could
be reduced with the implementation of my driveway pressure pad system. The overall
attractiveness of the industry looks good for my company, which will operate with a focused
high cost strategy. Ultimately, with the simple yet effective use of information technology
that sends information to a wireless receiver, many lives could be saved, and a safer
envrionment would be created for children in their own homes.
REFERENCES

1. Morton, F. (2011, June 26). Deathly driveways. The New Zealand Herald. Retrieved
from http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10734624

2. New Zealand Press Association. (2010, July 29). Plea for car cameras to reduce
driveway deaths. The New Zealand Herald. Retrieved from
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10661901

3. Statistis New Zealand. (2006). Subnatoinal family and house projections: 2006(base)-
2031 update. Retrieved from
http://www.stats.govt.nz/browse_for_stats/people_and_communities/Families/Sub
nationalFamilyandHouseholdProjections_HOTP06-31update.aspx

4. SafeKids Aotearoa. (2011). Using products to prevent driveway run over incidnets:
some of the safety products available. Retrieved from
http://www.safekids.org.nz/Downloads/Safekids%20Position%20Papers/AA%20Info
%20Sheet%20Driveway%20productsFINAL27April2011.pdf

5. National Highway Traffic Safety Administration. (2014). Retrieved from
http://www.nhtsa.gov/Driving+Safety/One+Child's+Death+is+One+Too+Many:+Prev
enting+Backovers+in+America's+Driveways

6. APNZ. (2013, September 10). More calls for reversing cameras on all cars. The New
Zealand Herald. Retrieved from
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11122451

7. Careers NZ. (2014). Building contractor. Retrieved from
http://www.careers.govt.nz/jobs/construction/building-contractor/how-to-enter-
the-job



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8. Australian Government Department of Infrastructure and Transport. (2001).
Retrieved from http://www.bitre.gov.au/publications/2012/files/is_043a.pdf

9. Amazon. (2014). Cross point wireless pressure sensor pads for bed/floor, 24x30 in.
Retrieved from http://www.amazon.com/Cross-Point-Wireless-Pressure-
Sensor/dp/B007IF0SBG/ref=pd_sim_sbs_p_26?ie=UTF8&refRID=1Z791GP33HHP2N1
H03TZ

10. Hunter, G. (2005, November 7). SUV backover deaths: what can be done? CNN News.
Retrieved from
http://edition.cnn.com/2005/AUTOS/tipsandadvice/11/03/backover/