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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Chris Edwards
NetID cedw434
Group Number: 070
Website Link:
http://infosys1102014fcgroup070.blogspot.co.nz/p/d2-
cedw434.html
Tutorial Details
Tutor: Day: Time:
Kayar Ramson Monday 1:00pm
Time Spent on
Assignment:
35 hours Word Count: 1785

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EATSMART: HEALTHY EATING AT YOUR FINGERTIPS
INTRODUCTION

Healthy eating isnt easy and isnt cost effective, so why even bother?

Because the statement above has no truth to it what so ever. Healthy eating is one of the
most affordable lifestyle choices one can make, and has nothing but positive implications on
ones life.

University students face a number of issues during their lives at uni. Stress from
assignments, household bills, work and maintaining a social life can all be difficult to
manage and keep under control. When these build up, the importance of a healthy diet is
really brought into light as it allows for the body to deal with the issues more effectively.

The biggest issue surrounding healthy eating by students is that there is no incentive to do
so. Easy access to the cheapest fast food makes it a quick choice that has little percieved
affect on ones budget. On top of this, finding healthier alternatives is both time consuming
and inconvient and thus is rarely done. This lack of a nuturious diet has detremental affect
on the human body and bank balance, causing obseity, lack of energy, overspending on
food, lack of funds for other necessities and severe medical risks in some cases. A study
conducted by the New Zealand Ministry (2012/2013) found that almost one in three adults
(aged 15 and over) were obese (32%), a further 34% were overweight highlighting the
issues associated with a students diet perfectly.

The solution to these problems lies in combining everyday technology with expert
knowledge into an easy to use form for anyone. A smartphone application, EatSmart, takes
the time and effort out of finding healthy food options within budget and accessible location
for students around New Zealand and eventually the globe.









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3. BUSINESS SECTION
3.1 Vision
To create a healthy world with a smaller budget
3.2 Industry Analysis: Global Smartphone Application Industry
Industry: Global Smartphone Application Industry. Applications are pieces of software that
run on Smartphone technologies. Porters Five Forces model was used to look at each
component of the industry and detremine its overall attractiveness.
Force: High/Low: Justification:
Buyer power: High The scale in which people download apps has
seen substainal growth as more apps enter the
market. 102 billion app store downloads this
year, 90 percent of which will be on Apples app
store and Google Play according to research by
Gartner (2013). Buyers have an excesive number
of options when it comes to buying apps because
there are so many on the market, many of which
have the same purposes. Switching costs
between different apps is low also giving buyers
power, however switching platform ie. Iphone to
Samsung, is more expensive.
Supplier power: Low The suppliers to this industry are mainly the
platform manufacturers (iphone, Android,
Blackberry and third party companies like GetJar
and Pocket Gear). There has been a substational
growth in app developers globalally for the 10-15
current mobile platforms currently in existence.
The inputs required for this industry (Technology,
hardware, software and the developers
themselves) are easyily avaliable and cheap. Also,
because substitute apps for particular tasks are in
large qualities (giving buyers power to choose
one app over the other) and the selling price of
these apps is decreasing, developers are now

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focusing on capturing larger population by
lowering prices. This emphasizes how low
supplier is because they have to decrease their
revenue just to be competitive.
Threat of new entrants: High The threat of new entrants is high because there
are very low barriers to entry. In July 2008, Apple
introduced iPhone OS 2.0 which allowed third
party apps and their developers the ability to
monetize on their applications when making
them avaliable in the App Store (Macworld,2008).
Since then the industry has grown considerably
fast and other mobile application stores
(Andriods Play store, BlackBerrys App World,
etc.) have followed with apples lead to introduce
third party developers. This combined with the
relatively low capital requirements to enter the
industry means that it is easy for new entrants to
exist in the industry and remain competitive.
Threat of substitutes: High
Threat of substitute products to the Global
Smartphone Application Industry are all
webpages and sources of information, as well as
physical products and services. The threat to this
industry is high because these alternatives have
an extremely large number of users and can do
everything an app would be able to do, the
difference is that they are already around and in
use. However, smartphone applications are
quickly taking over. Research shows that Mobile
search will generate 27.8 billion more queries
than desktop search by 2016. (BIA/Kelsey report,
2012). New applications fur fill the purpose of
several websites with the same purpose in a
generally easier to use and effective manner,
however as the technology is still relatively new
the threat from substitutes still exists.
Rivalry among existing
competitors:
High Rivalry amoung existing competitors is high
because they are competiting for a market share
in a industry that is seeing unprecendented
growth. In many instances, the apps a platform

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has in its apps store can be the leading factor in
the purchasing of it over another product.
Andriod applications has seen a 861.5% year-
over-year growth in the sale of Android
applications over the much smaller 131.9%
growth in Apple applications (HS Screen Digest,
2011) showing perfectly the competition already
being witnessed. This competion has seen a
decrease in the selling price of apps in order to
capture a larger market share, allowing for third
party developers an easier access to customers
and more competition.
Overall attractiveness of the industry:
The Global Smartphone Application Industry has vicious rivalary amongst the big players,
low supplier power and a large threat of substitute products. Low entry barriers drive profits
into the ground and increases competition severally. However, because apps are very
specific in their function, targeting a specific sector within the market with a product not yet
built would affectively remove the effect low barrier entries have. Because this industry is
growing with such an extreme pace and has a customer size like no other it would be a
shame not to be in an environment filled with such potential. According to the industry
analysis using Porters five forces model the attractiveness of this industry is low. Because
this doesnt account for the influence of the product (what it does, if its needed by
customers, etc.) the industry remains a relatively attractive one as these have an influence
that is worth reconising.






3.3 Customers and Their Needs
Customer 1: Teritary Education Students

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Teritary students face new found power over what they choose to eat, pressures on budget
and the need for a healthy diet make this app perfect for them.
Customer 2: Low Budget individuals
Societies members who do no have a lot of money for food would benefit as this app
focuses on cost effective healthy food that is better value for money than fast food
altenertatives and junk food.
3.4 The Product and Service
EatSmart focuses on convenience, ease of use and accessability in a free to download app
across all smartphone platforms. Whereever you are, healthy food locations and ideas are at
the finger tips of anyone with the app.
Features include:
Location based healthy food store finders
Budget Friendly recipes
Nutrition Advice
Points programme to gain discounts on a customers favourite products
Student deals when signed up through education provider
3.5 Suppliers and Partners
Supplier 1: Smartphone App Developers
Developers are needed to build and sustain a working, fully functioning and easy to use app.
Supplier 2: Nutritionalists, Chefs, Bakers, etc.
Needed to provide nutrional advice as well as healthy meal ideas/recipes to be placed
within the app
Partner 1: Restaurants/Cafs focused on serving healthy meals
Will work with them to provide them with a new customer base in return for providing us
with discounts of their products.
Partner 2: Education providers
Need to work with them to promote our application to their students and help lock down
deals.
3.6 Strategy: Focused Low Cost

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Focused on the narrow market that is University/Tertiary Students we are providing a free
to download app that has no costs associated with the signing up process or membership
fees that we could very easily implement.
The overall strategy is therefore Focused Low Cost.
3.7 Value Chain Acti vi ty: Market and Sell the product/service.
The most important value chain activity for this business is Market and Sell the
Product/Service.
This is because we generate the most amount of value to our product by gaining as many
users as possible. Marketing and getting our name out their to be seen by as many people
as possible is crucial to the apps succcess.

3.8 Business Processes
3.8.1 LOCATION RETRIVAL AND HEALTHY FOOD MAP CREATION PROCESS
This process is integral to the businesses functionality and use. After the signing up and
authorisation processes have been completed, the next step is to retrieve, location and
build a map surrounding the persons location. The app will then allow the location to be
saved if it is important and visited often i.e. Home, Uni, and Work so the data around it is
quicker to load when re-entering the app.

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3.8.2. REGISTRATION PROCESS
This business process is an important as it sets up every user with access to information
specific to them. From the beginning of collecting all the basic info when then ask them
whether they are studying with a tertiary provider. Only if the answer is yes to we ask to
search their specific provider for proof of their enrolment. If this comes back to the student
discounts are applied and they will now have access to these when using the app.



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3.9 Functionalities
3.9.1. LOCATION RETRIVAL AND HEALTHY FOOD MAP CREATION
Uses built in GPS locator to give pinpoint positioing
Builds map surrounding the users location with the healthy eating options
3.9.2. REGISTRATION PROCESS
Enables users to register themselves with the product and us to store their
information
Confirms Tertiary education is being attended
Opens access to discounts.
3.10 Systems

3.10.1. LOCATION AQUIRING SYSTEM
Using GPS and the Maps application, the Location Acquiring System locates the users
location based either on their devices location services or the location the user manually
enters. Based on this, the app produces a range of stored data that fits with this location
and displays it instantly.
3.10.2. ACCOUNT MANAGEMENT SYSTEM
This system stores user information on registration, allowing access to it everytime a specific
user comes back to the appased on this, the app produces a range of stored data that fits
with this location and displays it instantly.
3.10.3. ACCOUNT BUDGETING SYSTEM
EatSmart app looks a sticking within a limited budget, this system allows users to enter their
budget which will then eliminate all options costing more from the map .

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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)

Marketing
and sell the
product /
service
1. LOCATION
RETRIVAL MAP
CREATION
PROCESS
- Uses built in GPS locator to give
pinpoint positioing
- Builds map surrounding the users
location with the healthy eating
options

LOCATION AQUIRING
SYSTEM
ACCOUNT BUDGETING
SYSTEM
Collaboration Location
System

Customer relationship
management system
2. REGISTRATION
PROCESS
- Enables users to register themselves
with the product and us to store
their information
- confirms Tertiary education is being
attended
- Access granted to dicounts
ACCOUNT
MANAGEMENT SYSTEM



Customer relationship
management account
system

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CONCLUSION
Information Technology is presented as Delivering value to companies globally. EatSmarts
app uses this to its advantage allowing the easiest access to healthy food options for
university students out there, contributing to the vision of creating a healthier globe.
REFERENCES

Bosomworth, D. (2014). Statistics on mobile usage and adoption to inform your mobile
marketing strategy. Retrieved 21 May 2014.
Lunden, I. (2013). Gartner: 102B App Store Downloads Globally In 2013, $26B In Sales, 17% From In-App
Purchases. Retrived 21 May 2014.
Stamford, C. (2013). Gartner says mobile app stores will see annual downloads
reach 102 billion in 2013. Retrieved 21 may 2014
Moren, D. (2008). Apple officially releases iPhone OS 2.0 update. Retrieved 21 May
2014. <http://www.macworld.com/article/1134438/iphone2_official.html>
Johnston, L. (2012). Mobile to outpace desktop local search by 2015: Study.
Retrieved 21 May 2014.