1

INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Caroline Lemos
NetID Clem784
Group Number: 300
Website Link: http://infosys1102014fcgroup300.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kayur Ramson Monday 3pm
Time Spent on
Assignment:
32 hours Word Count: 1465

2


2
A WORLD OF CONVENIENCE TO THE
REACH OF YOUR HANDS
INTRODUCTION
Do you know how much water you need to drink each day to meet your individual needs?
Staying hydrated is essential, especially during exercise. Water has many important
functions including regulating temperature, lubricating joints and transporting nutrients and
waste throughout the body (Clement, 2010). Dehydration affects physiological and
psychological functions. Symptoms include fatigue, increase heart rate, raised core
temperature, decrease performance, cramp, demotivation (McCahon, 2013). Failure to
rectify these symptoms can lead to serious health risks, including hyperthermia, increase
blood pressure, fainting. (Convertino, 1996). Symptoms of dehydration start to set in after
losing as little as 2% of our body weight in fluids (Quinn, 2010), feeling thirsty represents a
state of dehydration.
Common causes of dehydration during exercise are inadequate fluid intake before and
during exercise, drinking only when thirsty, excessive sweating, exercising in dry, hot
weather (Clement, 2010).
So it makes sense to stay hydrated when youre exercising, doesnt it?
However, it is not often convenient to carry the required amount of water to combat fluid
losses, one litre of water is equivalent to carrying 1kg of weight. Every one is unique but,
when exercising regularly, an average person weighing 70Kg (150lb) needs between 2L to 4L
(75oz to 150oz) of fluid per day (Quinn, 2011).
Whats the solution for this hydration problem? Imagine if you didnt have to worry about
carrying water or running out of it along the way; or if it was easy to find out how much
water you should be consuming based on your body and chosen exercise. HydroMap locates

3


3
public water sources all around the world. It gives you simple information about hydration
and personalises it for your needs.

3. BUSINESS SECTION
3.1 Vision
HydroMap makes the world a better place by bringing knowledge and convenient hydration
to peoples lives.
3.2 Industry Analysis: Health and Fitness Applications Industry
Industry: Health and Fitness Applications Industry. Mobile applications are software
developed for small low-power handheld devices.
Force: High/Low: Justification:
Buyer power: High Mobile phone applications is a fast growing
industry around the world and it is easily
accessible. Consumers have many
options/alternatives in the market to choose
from. The high availability of mobile apps makes
switching products an easy task for consumers,
giving them a high power (Suter, 2012).
Supplier power: low The number of suppliers, (app developers and
designers) is high and there is a huge variety of
services readily available in the market, especially
with the integration of social networking (Suter,
2012).

4


4
Threat of new entrants: High Competition is high when it comes to mobile
appliations. Although it is easy to enter the
mobile app industry, it is harder to get to the top.
The large amount of apps available makes it
difficult to get customers attention (Suter, 2012).
Threat of substitutes: High Most of the content of mobile apps can be found
in analogue products such as paper calendars,
board games, physical books and magazines. The
same content can also be easily found on web
sites (Suter, 2012).
Rivalry among existing
competitors:
High The big number of developers and software
designers in the market makes the rivalry
amongst competitors intense.

Overall attractiveness of the industry: The mobile apps industry is growing fast but,
according to Porter (2008), it doesnt necessarily mean that the industry is attractive. Low
barrier entry increases competition, consequently, decreasing profitability. However,
targeting a specific segment of the market with a differentiated product can reduce
competition and increase profitability.
3.3 Customers and Their Needs
Customer1: Athletes and recreational athletes. The app will benefit the customers by
helping them to achieve and maintain high performance levels by maintaining optimum
hydration levels.

5


5
Customer 2: People with a general interest in sports and physical/social activities. For the
general public, the lack of education and information turns hydration into an unknown
territory.
3.4 The Product and Service
HydroMap is convenient, accessible, free to download and multi-plataform. No matter
what you are doing, appropriate hydration is the key to a balanced active life.
HydroMap makes hydration easy, efficient and effective.
Some of the its features include:
Locate public water sources;
Calculate daily wate intake needs based on gender, age and weight;
Drinking water alarm reminder;
Customises course maps with adequate number of water sources based on
individual information (e.g. pace, distance, duration);
Heart rate monitor
3.5 Suppliers and Partners
Supplier 1: Mobile application developers. The developers are responsible for the entire
process of creating the apps design and programming.
Supplier 2: Physiologists, health professionals and athletes with an understanding of
hydration and exercise. This group of professionals is responsible for designing all the
features available on HydroMap, from basic hydration information to endurance training
program hydration needs.
HydroMap collaborates with a number of Health and Fitness Applications, allowing
customers to design a complete individual training program effortlesly.
HydrpMap partners with a range of app developers and platforms.


6


6
3.6 Strategy: Cost Leadership
HydroMap has been designed to anyone interested in daily hydration needs and hydration
during exercise, targeting a broad market in the Competitive Scope. Its download is free and
provides basic information about hydration to all levels. A range of in-app options can be
purchased for a low cost giving customers information about how to get started with a
training routine and more specific goal approach options.
The overall strategy is therefore Cost Leadership.
3.7 Value Chain Acti vi ty: Service after the sale
The most important value chain activity for this business is Service after the sale.
The success of HydroMap is based on its convenience and ease of use. Customers feed-back
and in-app purchases provide the business with the information needed to improve the
application through updates and also implementing new functionalities to fullfil customer
needs. It adds value to the business by increasing customer satisfaction and loyalty,
generating more revenue. (Suter, 2012).
3.8 Business Processes
3.8.1. DOWNLOAD AND IN-APP PURCHASE BUSINESS PROCESS The download of
HydroMap is free. In the next step an option to register and receive further information and
updates about the product is shown. Through the Download and In-App Business Process,
customers have access to basic hydration information and are able to purchase extra
features according to individual needs. This process is finalised by payment and invoicing.

7


7
Service after Sale
Start
Do they want to
register?
End
Do they want to
purchase an in-app?
Yes
No
Select Feature
Download App
Payment
Send Invoice
Start
Accounting


8


8
3.8.2. CUSTOMER FEEDBACK BUSINESS PROCESS
The Customer Feeback Business Process connects the business CRM System to its
customers. When used effectively it helps preventing possible faults and improve the
application functionalities. After experiencing HydroMapss features an option to rate the
applications is available. Feedback provides valuable information about its use and
convenience and allows further developments. If rating is negative, further comments are
asked to promote improvements.

9


9
Service after Sale
Start
Do they want to
rate it?
End
Yes
No
Positive
Feedback
Customer uses
App
Negative
Feedback
End
Provide Feedback
Do they want to
Leave a comment?
End
No Yes
CRM
Customer


10


10
3.9 Functionalities
3.9.1. WATER SUPPLY FINDER PROCESS
It locates public water sources anywhere around the world.
Provides basic information about hydration and personalises it for individual
needs

3.9.2. HYDRATION DAILY NEED CALCULATOR PROCESS
It calculates water intake needs according to specific body features.
It calculates water intake needs according to type and duration of physical
activity.
3.10 Systems

3.10.1. CUSTOMER FEEDBACK SYSTEM Customer feedback, as mentioned before, is
crucial to find out about the product acceptability in the market. The vast range of apps to
choose from make it difficult to attract new customers and positive ratings are essential to
spread the information between potential new customers.
3.10.2. IN-APP PURCHASING SYSTEM Providing a free download app that offers in-
app purchase of extra content gives the customers the opportunity to experience how the
application works and make a decision about purchasing extra features available. The
convenience found during its use will determine the loyalty of customers and the nature of
feedback given.
3.10.3. COLLABORATION SYSTEM HydroMap not only customises individual hydration
needs but also collaborates with popular Fitness and Nutrition apps available in the market.
Customers can find all the information needed to build a complete program, from beginners
to professional.

11


11
3.11. Summary Table: Value Chain to Systems

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


Service after
the Sale and

1. Customer
Feedback Process

1. Customer have rated the App.

2. Satisfaction with product.




Customer Feedback System

Customer relationship
management system
(CRM)


2. Purchasing Process

1. In-app purchase successfully
downloaded.
2. Features running appropriatelly

Download system

Purchasing system


Transaction Processing
Systme (TPS)


12

12
CONCLUSION
Mobile applications are becoming the easiest access to information nowadays. It is simple,
easy to access, convenient, affordable and efficient. HydroMap is no different. Being easy
to enter the market, new ideas can be shared and users have a range of products to choose
from according to their specific needs. Hydration is part of our lives daily and the lack of
information about it makes HydroMap an important app to take part of peoples lives and
help maintain a healthy life style.
Adequate fluid intake is essential to comfort, performance and safety (Clement, 2010).

REFERENCES


1. Clement, Diana. November 14, 2010. The importance of hydration during exercise.
The New Zealand Herald.
http://www.nzherald.co.nz/lifestyle/news/article.cfm?c_id=6&objectid=107653352

2. Convertino, Victor A. Ph.D., FACSM, (Chair); Armstrong, Lawrence E. Ph.D., FACSM;
Coyle, Edward F. Ph.D., FACSM; Mack, Gary W. Ph.D; Sawka, Michael N. Ph.D.,
FACSM; Senay, Leo C. Jr. Ph.D., FACSM; Sherman, W. Michael Ph.D., FACSM
(October 1996). ACSM Position Stand: Exercise and Fluid Replacement. Medicine and
Science in Sports and Exercise. (Vol.28 Issue 10 pp i-ix).

3. Fedick, Joanna L. (2005). The Effects of Hydration on Lactic Acid Accumulation and
the Specific Gravity and Osmolality of Urine Levels in College Aged Males and Females.
Oklahoma State University. Stillwater, Oklahoma. UMI number 1461789.

4. Johannsen, Neil Michael (2007). Mild pre-exercise hyper hydration with electrolyte-
containing beverages: effect on thirst, water intake, and physiologic function. ProQuest
Information and Learning Company. Iowa State University. Ames, Iowa. UMI Number
3274856.

5. Kraft, Justin; Green, James; Bishop, Phillip; Richardson, Mark; Neggers, Yasmin;
Leeper, James. (2010). Impact of Dehydration on a Full Body Resistance Exercise

13

13
Protocol. European Journal of Applied Physiology (Vol.109(02), pp 259-267). [Peer
Reviewed Journal].

6. Maughan, Ronald J. (Nov, 2012). Investigating the Association between Hydration and
Exercise Performance: Methodology and Limitations. Nutrition Reviews (Vol.70(11), pp
S128(4). [Peer Reviewed Journal].

7. McCahon, Jessica. Updated Oct 24,2013.White Around Mouth With Exercise.
http://www.livestrong.com/article/473378-white-around-mouth-with-exercise/

8. McDermott, Brendon Patrick, Ph.D. (2009). Effect of the Mode of Rehydration on
Recovery from Exercise Dehydration: Cardiovascular, Hormonal and Medical
Considerations. University of Connecticut. UMI Number: 3367446.

9. Parks, Naomi. Updated Aug 16, 2013.Healthy Body Water Percentage.
http://www.livestrong.com/article/340756-healthy-body-water-percentage/

10. Porter, Michael, 2008. The Five Competitive Forces That Shape Strategy. Harvard
Business Review, Vol 86, Number 1, p.78.

11. Quinn, Elizabeth. Updated April 15, 2011. what to Drink for Proper Hydration During
Exercise. About.com Sports Medicine.
http://sportsmedicine.about.com/od/hydrationandfluid/a/ProperHydration.htm

12. Quinn, Elizabeth. Updated August 24, 2011. How Much Water Should You drink?
About.com Sports Medicine.
http://sportsmedicine.about.com/od/hydrationandfluid/qt/How-Much-Water-Should-You-
Drink.htm

13. Shirreffs, Susan M. (2005). The Importance of Good Hydration for Work and Exercise
Performance. Nutrition Reviews (Vol.63, pp S14-S21). [Peer Reviewed Journal].

14. Suter, Figge, 2012. Analysis of the app market based on Michael Porters five
competitive forces. Triple Happiness. URL http://3xhappiness.com/analysis-of-the-app-
market-based-on-michael-porters-five-competitive-forces/