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Name Sam Roche
NetID Sroc783
Group Number: 475
Website Link:
Tutorial Details
Tutor: Day: Time:
Mira Lee Thursday 2pm
Time Spent on
15 hours Word Count: 1641


These days there is a prominent lack of social interaction at University. There is a correlation
between social interaction and well-being, and in turn, a correlation between well being and
academic success. Studies show The 18 to 34-year-olds surveyed were more likely to feel
lonely often, around 20% of this age group at anytime are feeling lonely we will combat
this with our Your Uni app. This app will allow users to communicate through the university
network with other UoA students, get notified about events and search for study groups
and friends. This is an interactive and innovative way to tackle this serious problem among
University Students. - (Natalie Gil, Loneliness, A Silent Plague,
3.1 Vision
We aim to connect all UoA students through one easy app to join groups and teams to cut
down on lonliness among Uni students around the world for a better learning environment.
3.2 Industry Analysis: Social media Industry
Industry: Social Media/Networking Industry
Force: High/Low: Justification:
Buyer power: High
is extremely high. This is because there is many
options in the social networking industry. From
Facebook to Google + to twitter there are
countless platforms. Companies such as Facebook
with 500 million users and more than 250 million
log-ins each day there is great competition in
this industry, making buyer power extremley high
with the amount of choice theyre presented
with. (


Supplier power: Low Supplier Power will be low, to some extent. For a
company like Facebook who has over 500 million
users and such a wide range of capabilities, they
would have some power due to customer loyalty
to them, but on the whole, buyer power in this
industry is very low. This is because it is a
perfectly compeititve market and there are
hundreds of sites and apps that all offer the same
benefits and functionalities of social networking.
Therefore, supplier power is low.
Threat of new entrants: High
The threat of new entrants is high. The most
successful social networking sites either were first
in the market or were able to successfully
differentiate themselves. There are very low
barriers to entry into this market. Very low capital
is required to start a website or an app for social
media and anyone can do it. However, with the
major companies in the market such as Facebook
who take up 31% of the market, Twitter who take
up 32% and Instagram who take up 34% among
teens as their preferred social media (Jennifer
Van Grove,
instagram/) , loyalty will be hard to combat to win

Threat of substitutes: High Threat of substitutes is too, high as this is a
perfectly competitive market. As Jennifer Van
Grove tells us, Instagram has overtaken Facebook
in a survey of Preferred form of Social Media on
teens. She found that Instagram went from 17%
to 34% from 2011 to 2014 and Facebook took a
plummet from 34% down to 23% respectively.


This shows that substitutes are a big issue in this
industry as all the firms are so similar they are
easily replaceable by choice. (Jennifer Van Grove,
Rivalry among existing
Rivalry among existing competitors is very high.
As there are so many firms in this industry there
is a lot of competitiveness. However, around 90%
of the social media market lies with Twitter,
Instagram and Facebook, so rivalry between
these three firms would be exceedingly high.

Overall attractiveness of the industry: The social media industry after conducting an
analysis using porters five forces is not attractive. With its low barriers to entry and volatile
customers changing their preferred platform, as shown by Jennifer Van Groves article. With
low supplier power and high buyer power this makes for very tough business. Also, with
studies showing that up to 90% of social media is used on Twitter, Instagram or Facebook, it
would be very hard to gain a market share in this industry. It looks like a very unattractive
3.3 Customers and Thei r Needs
Our customers will be all UoA students wanting to get involved in the university
environment, join clubs and meet new people. You can't spend all your time behind your
books. In fact, students who successfully integrate social activities into their lives usually
have an easier time with academics, according to the University of New South Wales. As
Ashley Miller from Demand Media says that social interaction aids in stress relief, study
partners and also improved physical well-being. According to a study done by YouthSight,
29% of students were worried about not fitting in or not making friends at University. This
app would be targeted specifically at those students to encourage social interaction.
References: Ashley Miller, Why is it important to have a social life at College? -


YouthSight, June 7
2013, -

3.4 The Product and Service
Our app would offer a search engine to search for study partners who are studying the same
courses as you which according to Ashley Miller Befriending your fellow classmates doesn't
just make your classes more enjoyable; it might actually help improve your grades. It would
also encourage users to join groups and teams to be apart of the university lifestyle. Our
app would be on the UoA network to allow for easy sign up to University groups of your
3.5 Suppliers and Partners
For programming the app itself we would outsource to App La Carte. This would cost
$1000. They would be our sole supplier. We would have to incoroporate the UoA to get on
their network and we would get local restaruants or providors of social activities to pay to
advertise their service on our app. This will gain them revenue through students who are
using the app for social purposes, they will see these services advertised and use them as
the social outlet. We will partner with them to gain revenue from them to advertise on our
3.6 Strategy: Focussed Low Cost
1) We are focussed to a small market only UoA students may access the app due to
needing a UPI to log in. We will keep it small as managing this to many Universities will
become too much like our competitors like Facebook, we need to stay unique.
2) It will have to be very low cost keeping prices low as many do not wish to pay for social
media platforms due to all the free alternatives.
Therefore our strategy is Focussed Low cost.
3.7 Value Chain Activity: Technology and Development
Technology and Development is vital to our company as we are in a very vastly expanding
technological world we will have to conduct research into the industry to ensure our app is
up to scratch with other social meida platform, crucial to our success. We will develop our
app to better the life of UoA students and connect them.


3.8 Business Processes
3.8.1. MANAGING CUSTOMER COMPLAINTS - Receiveing customer complaints and dealing to
them is a major part of maintaing our success. Our app will have customer review sections
which allows them to give feedback, this feedback will then be analyzed by our Complaints
Processing Systems. If we can help this issue, we will send it to our Research and
Development Department to reseach into how to fix the issue to keep the customer happy.
This part of the value chain (research and development) is vital to keeping our users happy
to keep them using our platform. We need to keep customers happy and keep to our vision
of letting UoA students connect to each other easily with the tap of a finger.



3.8.2. APPLI CATI ON DEVELOPMENT PROCESS- Getting the app developed right is crucial. This
process outlines how we will get it developed through App La Carte. We will then upload it
to the App store to be downloaded by UoA students to log in and get going through
Application Downloading Systems. However if the app isnt quite up to scratch, we will send
it to our Technology Development Department who will have Application Development
Systems in place to fix any bugs. This value chain activity is crucial to our vision of making
sure the app works to connect all UoA students to cut down on lonliness and social isolation
among students.


3.9 Functionalities
- Record the wrong in our app reported by customers.
- Send problem to Research Department to research and fix the problem with our app.
-This process allows the app to be successfully put on the app store to be downloaded.
-Technology and Development teams ability to update and modify content to fit customers
3.10 Systems

3.10. 1. COMPLAINT PROCESSING SYSTEM- This system allows for managing customer
complaints. This will determine whether we can help the problem. This system will improve
customer satisfaction through improving our functionality of managing customer complaints
to make sure we keep our customers connected
APPLICATION R&D SYSTEM - This will help us to (once the complaint is filed and recognized)
develop and adjust our app to fix our customers complaints. Having this system will allow us
to add content and adjust it to keep our customers happy and keep technologically on par
using our Application Development process.
3.10. 3. APPLICATION DOWNLOADING SYSTEM- These will allow us to get our app to the
students of UoA for download so they can get online and get connected. This system will
allow us to get our app on to platfroms such as the app store and google plus for students to


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

1. Managing
1. Record the complaint.

2. Send to Research Department to fix.
Complaint processing
Desision Support

Customer Relationship
2. Application
1. Allows app to be put on the app store
to be downloaded.

2. Ability to update and modify content.
Transaction Processing


Our app will aim to cut down lonliness among UoA students by connecting them all through
one app. IT and Information Systems will help us do this by letting us mount the app on to
the UoA intranet for strict access. Information systems will let us connect with our
customers and manage their complaints to give them a voice in the running of the app to
maximise customer satisfaction.

Natalie Gil, Loneliness, A Silent Plague,
How Many People Use Facebook 2013 (Update- 3 October 2013) ,
Jennifer Van Grove, Survey finds teens still tiring of Facebook, prefer Instagram
Ashley Miller, Why is it important to have a social life at College? -
YouthSight, June 7
2013, -