This business plan was prepared for an assignment of Business Planning module at Limkokwing University. It's about a start-up called EniaApps that is specialized in developing and designing Smartphone applications. Prepared by: Masar Ali Rashid Mayank Shrestha Faisal Abdalla Ahmed Ali Chegini Mohammed Aqlan

1. ENIA-APPS GROUP
50 Floor, Petronas Twin Tower / Kuala Lumpur / KL Federation
info@enia-apps.com
Masar Ali Rashid
Mayank Shrestha
Faisal Abdalla Ahmed
Ali Chegini
Mohammed Aqlan

2. EniaApps Group
TABLE OF CONTENES
1) Executive summary…………………………………………………………………………….....3
2) Company Description……………………………………………………………………………..7
Objective……………………………………………………………………….………7
Key of success…………………………………………………………………….….8
Company summary…………………………………………………………….…….9
3) Industry Analysis…………………………………………………………………………………11
Overview of the app industry...........................................................................................11
Industry size.....................................................................................................................11
Industry growth rate......................................................................................................... 12
Industry Trend……..........................................................................................................13
4) Market Analysis………………………………………………………………………………….17
Firm’s target market………………………………………………………………….17
Its customers………………………………………………………………………….18
Its competitors………………………………………………………………………...18
How it will compete in the marketplace…………………………………………….19
5) Products and Services………………………...…………………………………………………..20
Product’s features and benefits…………………………………………………….21
what needs or problems they address in the market…………………………….22
6) Management Team........................................................................................................................23
Management team personnel…………………………………………………………..23
Management team profile……………………………………………………………...23
Organizational chart……………………………………………………………………23
7) Location...……………………………………………………………………..….……………...24
Why choose this location?..............................................................................................24
Elements that attracted to this location………………………………………………..24
Process to identify the location………………………………………………………...24
Traffic pattern in that location…………………………………………………………24
Competition in that location……………………………………………………………25
8) Marketing Plan...............................................................................................................................25
Marketing strategy…………………………………………………………………...26
Positioning…………………………………………………………………………….26
Points of differentiation……………………………………………………………..27
Price…………………………………………………………………………………...27
Promotional mix………………………………………………………………………27
Sales process………………………………………………………………………...28
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3. EniaApps Group
Distribution strategy………………………………………………………………….29
9) Conclusion.....................................................................................................................................30
10) References................................................................................................................... ..................31
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4. EniaApps Group
1.0 EXECUTIVE SUMMARY
EniaApps Group is an application creation company, intending to fill in the market need for
a professional. We are developing and designing Smartphone applications for small and
medium business and our own diversified set of apps to be used by different groups of users.
The company emphasizes service and support to differentiate itself from more app making
companies. We are on the brink of penetrating a lucrative market in a rapidly growing industry.
The current trend towards an increase in the number of entrepreneurs and competition amongst
existing companies presents an opportunity for EniaApps solutions to penetrate this market.
We realize that, for us to prosper, we need to be flexible and responsive, to delight clients
by providing them with what they want, when they want it, and before the competition can offer
it. The company intends to achieve this through a solutions approach that is customer-centric,
and in which the customer's business objectives has a top priority.
Once the needs and processes are understood and described, leading edge products and
best-of-industry skills will be applied to design and develop a fitting solution to enable the
client's business in the most cost effective way.
Our marketing strategy will be based mainly on ensuring that clients know what need the
service(s) is able to fulfill, and making the right service and information available to the right
target client. We intend to implement a market penetration strategy that will ensure that our
services are well known and respected in our respective industry. Our strategy will convey a
sense of quality and satisfaction in every picture, every promotion, and every publication. Our
promotional strategy will involve traditional advertising, Internet marketing, personal selling,
public relations, and direct marketing.
We don't intend to just market and sell our product and services, but to provide customized
services and products that will enable our clients to optimize their output and, assist to achieve
their goals and objectives. However, for us to achieve the above stated we shall need funding
from outside investors.
Vision statement
We are a team of Business and IT students that believe in crafting innovative, creative
cross-platform Smartphone applications for startups in Malaysian and Asian markets. We
believe in simple, creative and meaningful products. We believe that we need to own and
control the primary technologies behind the products that we make, and participate only in
markets where we can make a significant contribution.
Mission statement
Our mission is to become one of the most trusted, competent and customer focused
Software Application Service company in the world.
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5. EniaApps Group
Company Objectives in General
Pioneer in mobile application development
increase market share in mobile apps
Develop all sorts of mobile apps
Provide Apps software solutions for different types of customers needs and
requirements.
Products and services
Design and implement Smartphone’s application for business use, educational, utility
etc.
Provide small and medium businesses with analysts about customers’ online behavior
Online payment tools for web stores
Mobile-based team management (or communication apps that is customized for
business and has various features and security options)
Advertising on mobile platforms for small business. For that kind of service we will need
to have a separate unit that works on an Ads platform
$350,000.00
$300,000.00
$250,000.00
Sales
$200,000.00
Gros Margin
$150,000.00
Net Profit
$100,000.00
$50,000.00
$0.00
Year 1
Year 2
Year 3
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6. EniaApps Group
Current Status of the company
The company is currently not registered.
Legal status and Ownership
The company will be legalized under the Partnership Act 1961 of Malaysia and it shall be
under the Partnership Act 1961 of Malaysia between the different partners in the firm. The firm
shall follow the rules and regulation under the law of the partnership act when it comes to the
ownership of the firm.
Few Points are to be highlighted in the Partnership Act of Malaysia as all the partners should
understand and follow. The highlighted points are as bellow:
1. Definition of partnership: Partnership is the relation which subsists between persons carrying
on business in common with a view of profit.
2. Registered as a company under the Companies Act 1965 [Act 125] or as a co-operative
society under any written law relating to co-operative societies.
3. Persons who have entered into partnership with one another are, for the purposes of this Act,
will be collectively a firm, and the name under which their business is carried will be the firm
name.
4. Power of partner to bind firm; every partner is an agent of the firm and his other partners
for the purpose of the business of the partnership; every partner are bided by the act of carrying
out usual business, unless the partner so acting has in fact no authority to act for the firm in the
particular matter, and the person with whom he is dealing either knows that he has no authority
or does not believe him to be a partner.
5. Partner using credit of firm for private purposes; where one partner uses the credit of the firm
for a purpose apparently not connected with the firm’s course of business, the firm is not bound,
unless he is in fact specially authorized by the other partners.
6. Liability of partners: every partner in a firm is liable jointly with the other partners for all debts
and obligations of the firm incurred while he is a partner; and after his death his estate is also
severally liable in a due course of administration for such debts and obligations, so far as they
remain unsatisfied but subject to the prior payment of his separate debts.
7. Liability of incoming and outgoing partners: a person who is admitted as a partner into an
existing firm does not thereby become liable to the creditors of the firm for anything done before
he became a partner and a partner who retires from a firm does not thereby cease to be liable
for partnership debts or obligations incurred before his retirement.
8. Rights of assignee of share in partnership; an assignment by any partner of his share in the
partnership, either absolute or by way of mortgage or redeemable charge, does not, as against
the other partners, entitle the assignee, during the continuance of the partnership, to interfere in
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7. EniaApps Group
the management or administration of the partnership business or affairs, or to require any
accounts of the partnership transactions, or to inspect the partnership books, but entitles the
assignee only to receive the share of the profits to which the assigning partner would otherwise
be entitled, and the assignee must accept the account of profits agreed to by the partners.
9. Dissolution of partnership; the dissolution of a partnership is the process during which the
affairs of the partnership relation terminates. Dissolution may be by Dissolution by expiration or
notice, Dissolution by bankruptcy, death or charge, Dissolution by illegality of partnership,
Dissolution by the court according to the Malaysia Act of Partnership.
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8. EniaApps Group
2.0 COMPANY DESCRIPTION
2.1 Objectives
EniaApps’s objectives for the first three years of operation include:

The creation of a unique, upscale, innovative environment that will differentiate
EniaApps from other app development firms

Improve Apps industry ability to deliver Application Development projects onschedule.

Improve App industry’s ability to deliver Smartphone applications projects within
budget

Increase the amount of “value-added” work that is completed by our application
development services.

Improve ability of app industry to measure and manage the delivery of app making
service
2.2 Keys to Success
The keys to the success for EniaApps are:

The creation of a unique, innovative, upscale atmosphere that will differentiate EniaApps
from other App making Services providers

Increase IT’s customers’ satisfaction scores.

Increase the number of customer requests for application development services.

Improve application development’s ability to understand the services that are provided
by the business

Increase application development alignment with the services that are provided by the
business
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9. EniaApps Group
2.3 Risks
The potential risks involved with starting EniaApps are:
Will there be a demand for the services offered by EniaApps in Kuala Lumpur, Malaysia?
Will the popularity of the App Development services continue to grow, or is the Internet a
fad?
Will individuals be willing to pay for the services EniaApps offers?
2.4 Company Summary
2.4.1
Start-up Summary
EniaApps start-up costs will cover physical place equipment, site renovation and
modification, capital to cover losses in the first year, and the communications equipment
necessary to get its customers online.
The number of employees necessary to provide EniaApps customers with a high-quality
services and products it has to offer make up a large portion of the start-up costs. These costs
will include the computer terminals and all costs associated with their set-up. Costs will also be
designated for the purchase of 7 laser printers and a scanner.
In addition, costs will be allocated for the purchase of coffee making equipment. One
espresso machine, an automatic coffee grinder, and minor additional equipment will be
purchased. The site at Kuala Lumpur will require funds for renovation and modification. A single
estimated figure will be allocated for this purpose. The renovation/modification cost estimate will
include the costs associated with preparing the site for opening business.
Start-up Expense Details:
50 computers = RM85,000
seven printers = RM4,000
three scanner = RM800
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10. EniaApps Group
software = RM8000
one espresso machine = RM10,700
one automatic espresso grinder = RM795
other fixtures and remodeling:
o
two coffee/food preparation counters = RM1,000
o
one information display counter = RM1,000
o
one drinking/eating counter = RM500
o
sixteen stools = RM1,600
o
55 computer desks w/chairs = RM18,000
o
stationery goods = RM500
o
20 telephones = RM800
o
decoration expense = RM13,000
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11. EniaApps Group
Start-up
Requirements
Start-up Expenses
Legal
RM500
Stationery etc.
RM500
Brochures
RM500
Consultants
RM2,000
Insurance
RM1,000
Rent
RM0
4-group Automatic Coffee Machine
RM10,700
Bean Grinder
RM795
Computer Systems (x11), Software, Printer, Scanner
RM24,310
Communication Lines
RM840
Fixtures/Remodel
RM20,000
Start-up Assets
Cash Required
RM24,000
Start-up Inventory
RM2,000
Other Current Assets
RM0
Long-term Assets
RM0
Total Assets
RM26,000
Total Requirements
RM88,290
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3.0 INDUSTRY ANALYSIS
When we talk about app (application) for mobile phones, tablets and PC’s the industry
seems to us growing day by day. Well if we look into depth and analyze the industry is in a rapid
growth beyond our expectation. Looking at the stats well more than one million smart phones
are being bought every day and billions of apps are being downloaded every day, the apps
some maybe free and some maybe be low priced, but even though low priced or free download
it is being available for a mass market which is a good way to earn.
In the industry of app making business it is not only the big multinational organizations that are
taking the market to build apps, but it is also the small companies and also maybe individuals
that are making a huge impact in the multibillion dollar app market. The app developers are
mainly from the regions of North America, Western Europe and Asia Pacific, but the users reach
the whole world.
The primary focus area of development of an app is for the tools and utility apps an example of
such app are office pro, print share, AVG anti-virus, Banking 4A etc. specially built for business,
entertainment, finance, mobile utility, and many more categories. The other focus are on gaming
and social utilities example of such as Facebook, Twitter, Angry Birds, Subway Surfer etc.
.
3.1 The App making industry
The app making industry has different ways to earn as of being paid where a customer
buys the app for small amount of fee or an ad-based revenue model where the app is provided
in the market for free for customers but an advertisement pops up every time. The paid app
method is more effective and popular in terms of developer's perspective. Generally the
developers are small companies or individual and they make the apps generally as project
based rather than putting forward as a product and using advertisements and marketing
strategies to compete in the app market. So, the industry seems to be more void and unknown
because generally people do not know the developers even though they used their apps.
3.2 Industry size
The app industry, if we take a tour of the history, we would see it started not too long ago,
most believe that the revolution begun from the launch of Apple iPhone and the launch of The
App Store in 2008. According to the statistics of 2012 the download has reached 25 billion. The
success of Apple’s application has inspired numerous other companies and they have entered
the market creating new and different devices and platforms to make available for people a
diversified market. The next came the Android to the market after two years of the launch of
Apple iOS and also seem to make a huge impact in the industry growth, its devices and
applications based on the Android Google’s operating system have captured a large share of
the market, and also reached to a staggering height reaching 15 billion downloads as of the of
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2012. There are more companies with their own operating systems and their own app market
such as Windows, BlackBerry and others; where they play an important part in the industry size
and growth in the present and future although have not made an impact as the Appstore and
Android app store(Google Play Store).
In 2010 Apple saw there was a significant growth in the app market because of the launch
of iPad, where the tablets came into use as the screen was much wider in size than smart
phones and more multimedia and utility features but the connectivity option like 3G is not really
used in tablets. Tablets are most likely used as a mini laptop and are mainly used for
multimedia, watching videos, reading e-books, and surfing the internet for online chatting, social
networking and sending emails. The app features are really distinct from the smart phones.
So, basically the app industry is connected with the selling of the smartphones and tablets
generally. The numbers of users of these devices are growing large in numbers and so are the
app markets are growing in the same manner. If we take a look at the growth in the number of
smartphones and tablets in the United States it is increasing in a astonishing figures as we take
a look at the growth of one year from 2012 to 2013 it increase by 43% . But the US growth
actually is really small as compared to the other countries where the numbers are reaching to
staggering figures as we take a look in China the same period of 2012 to 2013 the percentage
increased to 143% considering the connected devices to the network. There are currently more
than one billion active smartphones and tablets globally, and based on current growth rates we
expect to reach two billion in 2014.
So, we see that the growth has resulted to use of 1.2 billion smartphones and tablets, so the
same is with the growth of apps as the growth is in a staggering figures too. The number of
application and developers are increasing day by day. The domination in the apps market is
generally by the google android market and the apple apps store each having 700000 apps in
their market as of the current statistic of 2013. The other know markets are of blackberry with
around 120000 app and windows with around 1600000 apps. There are discussion as to which
of these companies will reach the 1 million apps first and by the current data it would be
android. The current number of apps user is said to be 52 million frequent active users
according to the flurry and will exceed in the future. The app market download has already
reached to around 35 billion in 2012 and will exceed more in the future. The revenue earned
from these apps reached around roughly $5 billion worldwide in 2011 and around 25 billion in
2012 - 2013 and is predicted to reach 35 billion by 2014.
The many parties participating in this revenue opportunity include operating system
developers, device manufacturers, and mobile operators, but at the core of the market is the
community of developers creating the apps like our company toward the future.
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3.3 Industry growth rate
The app industry as we know is already a multibillion dollar industry and has a great
potential for growth. But we want to know where the growth rate is increasing in dramatically
and where it is in a slow rate. The app audience is fragmented throughout the world and is
based mainly based on the active users. We must look at some of the stats and the recent one
we can find are from 2012.
The industry growth rate potential rate is also as we see connected with the population
of the countries. The more potential of active users might be in china and India than in USA and
other countries because of the population.
Let us even look at where the industry already has a large market in the current time and
where the growth rate is actually increasing faster.
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The countries with greater active user seem to be USA and China and top G10 countries
currently. But the faster growing market seems to be of the China as always with a huge
booming economy but the other countries that comes into comparison is more from Asian as
Vietnam, Philippines and also South American (Colombia, Chile) , European, Arabic countries,
but not the top G10 countries as Japan, Germany, France, Canada etc.
Malaysia is generally connected to Chinese market and the penetration of smartphones
and tablets in China grew to that of Malaysia. So, the additional connected devices would be
added to China’s installed base. Malaysia is chosen as a point of comparison because it has a
large Chinese population and per capita incomes where China’s are likely to be in the not too
distant future. The idea is that the potential growth of Malaysia active user is certainly more than
estimation because of the Chinese population.
Over the four years, adoption of this new class of smartphone has been unprecedented.
With powerful devices, connected to broadband networks and rich digital stores, an app
economy was quickly built on top of it. The consumers using apps began expanding beyond
early-adopting U.S. and Western European markets, starting to include more emerging
economies. Now, highlighting the fastest growing international markets, with emphasis on
China’s extraordinary growth is also the Asian markets. We can start by looking at how many
active iOS and Android devices run applications by country.
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Among the top 20 countries, the U.S. still makes up the largest chunk of the world’s
active installed base, with 109 million out of 264 million, or 41% of note, China and South Korea
now hold two of the top five positions, boasting addressable audiences greater than that of more
developed countries such as Japan, France and Germany. Also worth noting is that our count of
264 million active units in the market is about half of what Apple and Google publicly state have
been activated. With smart device adoption skyrocketing worldwide, we next look at which
markets hold the most future promise.
Starting from the left, China has 122 million consumers who do not yet use an iPhone or
Android device, but could afford one. In short, this chart represents untapped potential.
Emerging economies China, India and Brazil make up three of the top five market opportunities.
Over the next several years, as the countries continue to modernize, they will significantly
expand the worldwide addressable audience for smartphones.
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3.4 Industry trend
The industry trend for the mobile application development tends to be various as the market
is expanding. So, first thing we can observe is that the trend of the use of laptops, computers
and other devices is switching towards the use of tablets and smartphones for the different
kinds of activities as to reading emails, recording videos, taking photos, preparing documents,
connecting to co-workers, friends and families, making business money transactions and many
more where the apps play a major role. The apps are used by people everywhere from business
to homes and can be used at anytime as the devices are portable and easy to navigate. Some
of the trends following the app making industry are as follows:1. The apps are being developed for the activities in the everyday lives of people.
2. Top organizations in any field of work want application for their own regarding different
operation fields in the organization can be for advertising, marketing, human resource,
customer service.
3. More entertainment applications are being built as for gaming, multimedia, online
multimedia.
4. The apps are being built for every cross-platform area and different devices.
5. The apps are also being built for more social networking and communication as more
people want to be a connected to their friends, families, co-workers and the world.
3. 5 Industry long term prospects
The industry for apps is growing in a fast pace as to new technology are being
introduced and the apps can be used in these area to improve some of the points are as below:
1. One of the general ideas is the application can be used to connect different devices as
connecting an app with microwave, fridge, car, tv etc.
2. The app making can also be built for a TV platform where the apps are used in the TV to do
different as for example to connect to Facebook.
3. The apps can be made for the Augmented Reality where people can be in touch with the
augmented world with just a simple application.
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4.0 MARKET ANALYSIS
4.1 Smartphone Apps Market Overview
A mobile application, or “app”, is a software application developed for small low-power
consuming handheld devices such as smart phones, digital tablets and personal digital
assistants(PDAs). Apps can be pre-installed on the device or downloaded from mobile software
distribution platforms and run as functional applications on the device.
A difference should be made between Apps and mobile web sites, i.e. web sites that
can be accessed using a browser on handheld devices. In 2011, the major mobile software
distribution platforms, or “app stores”, were Apple App Store for iPad; iPhone; iPod, Google Play
Store (Android Market), Blackberry App World, Nokia Ovi Store, Amazon Appstore and
Windows Phone 7 Marketplace. Combined they had over one million apps available, not all
unique, for download in 2011, as read more in Distimo’s publication. According to the Federal
Communications Commission (http://www.fcc.gov/shutdown-page.html) over 6.5 billion apps
had been downloaded only from Apples App Store up to September 2010. According to analysis
firm Canalys (http://www.canalys.com/), the direct revenue from app store sales was expected
to be 7.3 billion USD in 2011 and will exceed 14 billion USD in 2012.
4.2 Firm’s Target market
When it comes to choosing the target market of our firm, eventually we will have to choose
either targeting specific group of people to whom we are trying to sell our product or services or
target customers by mass marketing which offers one product to everyone but aims a few
products at specific type of customer. We will provide services and products to small business
that need to expand their base on smartphone platforms and engage them into their products
and service. Such small business might request Business applications, mobile-based payment
services, mobile games and entertainment apps or even cross-platform advertising solutions.
Most of these small companies lack an efficient and reliable mobile systems which is essential
nowadays as using of smartphones is very popular and rapidly growing every day.
Focusing our marketing takes time and effort, but it can increase the firm’s income on the
long term. As we are providing professional application development and design beside other
technical support and long-run customer service, choosing specific people/small business
can be the best market targeting choice. We can focus more the needs of specific people as a
target and by doing so we can sell more products and provide better services. Another benefit of
targeting specific group of people is that it lead to increasing revenue on the long run because
we satisfying more customers needs and requirements and, at the same time, take more portion
in the market and expanding our products and services range over time.
In addition, defining our potential customer base reveals whether or not there will be enough
business to keep our company running. We can modify our business plan and focus products
and services on customers' wants and needs. Finally, we can “target our marketing efforts to
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19. EniaApps Group
reach most promising prospects and craft our marketing messages appropriately,” according to
Nolo Legal Encyclopedia (http://www.nolo.com/legal-encyclopedia/small-business).
There is an important need to make sure there's a spot for our firm products and services
because not every market can handle new products or services, especially when it comes to
mobile apps and products sector. A good market has a sufficient number of customers to
support both our firm and other competitors. If the customers are very loyal to existing brands
(and such brands are quite available in the market today) , they often won't purchase our similar
product even if it has additional benefits or a lower price. As a result, we likely won't be able
reach the entire target market on our budget, so we have to include only those we can reach
when determining what we need to break-even and what our expected profits and sales
potential are. Additional strategies we would use to define our target market are: checking out
firm’s competition, analyzing its products and services, choosing specific demographics to target
market and evaluating firm’s decisions.
4.3 Firm’s Customers
During its first stage, our firm has to define specific segmentation of customers that will get
benefit of our products and services. So our potential customers will be divided into two
categories:
- Small and Medium businesses: there are a wide variety of small and medium companies in
different industries that need a new mobile app strategy to reach more potential customers and
increase revenue. It is very important and critical for those companies to move their business
activities and interaction with with customers to smartphone platforms such as Android, iOS and
Windows Phone, as more and potential customers are using these platforms. Our products and
services to these small business include development of different types of mobile applications
for business, social and entertainment; Open Source (to encourage development of apps from
other small companies and freelancers, online storage and maintenance.
- Smartphone users:
Our app development and design will not only be small business and firms but also we will
release our own set of applications to online stores (Google Play store and App Store) for
average users and for high-end users. For instance, we are producing the following types of
applications to be downloaded and used by average and high-end users:
- Games and Entertainment: Design and develop cross-platform games for different age groups
and similar entertainment apps.
-Productivity: We will make several apps for productivity at work and study such as note-taking
and list management, cross-platform document reader, basic money manager, etc.
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- Social Networking: It is quite difficult and critical to compete with existing social apps like
Facebook, Twitter, Instagram, and many others. But integrating our apps with social features
and extensions is also important and very useful. We can learn for this integration to build our
own social platform that is design specifically to be used from smartphone devices.
- Apps for travel: these apps help users discover and navigate new places, provide them with
city guides, and let them share their ratings and experience about restaurants, museums,
historical sites and other places they visit.
4.4 Firm’s Competitors
Mainly we have two types of competitors: Those first whom their business model is similar
to our business model (developing and designing apps by a team of developers and designers
within the firm, and then sell these products to other small businesses or individuals with side
services and ) and other companies that has its own framework to make apps. This second type
of competitors is having advantages over our business model and structure, that it, any
user/business can make their own customized app based on their needs without core
knowledge in application development process. The following are our potential competitors who
share the market and sales with our firm:
- Appostrophic: Appostrophic is a leading IT company providing software development
solutions from web development to social media marketing to mobile applications for last 20
years. With the rise in smartphones & M-commerce, the company have shifted their focus
towards developing mobile applications for all major platforms like iPhone, iPad, Android,
BlackBerry and Windows Mobile.
- WillowTree Apps: Willow Tree Apps is a leader in application design and development
across all mobile platforms. Founded in 2007, WillowTree Apps Inc. has developed over 150
apps across the major platforms, including iOS (iPhone and iPad), Android (phone and tablet),
Desktop and Mobile Web (HTML5/CSS3), Windows Phone, and Blackberry.
WillowTree does not utilize any subcontractors or offsite/offshore designers or
developers, ensuring maximum quality and security for our clients. Through experience, they
have found that any cost savings from off shoring are more than offset by increases in project
management and quality assurance/testing time. The firm is located entirely in-house team of
70+ experienced designers, developers; systems architects and QA testers design best-in-class
user experiences in one office located in Charlottesville, Virginia. Their team comes from a
variety of software development backgrounds including Enterprise, Healthcare, Scientific
Systems & Software Engineering, and Game Development.
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4.5 How it will compete in the marketplace
As we know in the marketplace there are millions of products and services that is available
for the customer and many challenges could higher names for companies above the other ones,
but we do believe that the quality, effort, experience, marketing, and the way of introducing
our services to the market is the way to be special and better in the market.
Regarding to this requirements we will train our both developers and designers to produce
high quality products and services to customers that meets our highest standards.
We also appointed many marketing teams out of the new generation and teens who could
spread a different way of introducing our company to people and also using the internet, TV and
newspapers and publishing advertisements on bus stations and on a taxi cars covers that could
reach people in everywhere.
5.0 PRODUCTS/SERVICES
Software Development Kit:
Portable object-code libraries for one or more computing platforms
o Sample applications
o User documentation
o Complete source code (for strategic partners)
Supported Mobile platforms:
o Android
o iOS
o Windows CE (ARM)
o Embedded Linux (ARM)
Applications
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Radio-free wireless file transfer for mobile phones, PDAs, and other portable devices
Desktop-to-Mobile data exchange applications
Local information broadcast for information kiosks
Smart audio posters (URL, e-mail, address, phone number)
Out-of-band mechanism for Bluetooth Simple Pairing and Wi-Fi Protected Setup
Identification and access control applications
Mobile e-ticketing and couponing systems
PC remote control applications
Games
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Game Apps:
As soon as you send in your request for a custom quote, our Apps Expert calls you to
discuss the central idea and feasibility of your game development project by acquiring relevant
details. At this stage, we provide complete picture of your game through app proposals and
presentations so that you exactly know the flow of your game development project.
Our dedicated project managers use their intellectual skills to present the best app
proposal for your project that exactly meets your expectations in terms of app flow,
functionalities, pricing & development timeline.
Our programmers and game developers provide par-excellence services to develop an
eye-catching interface for your project in compliance with the global trends of technological
advancement.
Our expert game developers have sound command over various technical languages
and tools like Action Script, Object Pascal, HTML, CSS & JavaScript, etc. that are used in
development of an outstanding game whether it is of iOS, Android & Facebook etc. Our
experienced game developers develop your game with accuracy and precision in order to
prevent any post app launch bugs and errors.
5.1 Product’s features and benefits
In our company we keen on making everything easier for the user weather as an organization or
an individual in which he could the benefit by providing the following features:
Our technology does not use electromagnetic waves
Up to 28 kbps data rate
500 bps – 15 kbps in typical operating conditions (adaptive)
No extra hardware needed
No connection setup needed
Unobtrusive acoustical signals designed to minimize irritation to human hearing
system
Nearly capacity-approaching modulation/encoding/link-layer scheme
Robust protection against acoustic interference (music, speech and ambient sounds)
Specifically designed for non-stationary, non-white, non-Gaussian noise environment
Extensively tested and optimized in field.
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5.2 Technolgy used in to provide services
1. Acoustic connectivity
Our acoustic connectivity technology delivers software-based device-to-device
communication capabilities to smartphones, tablets, smart TVs and PCs. Our technology
complements Bluetooth, WiFi, or IrDA technologies. Unlike traditional wireless communication
systems, acoustic connectivity technology utilizes mobile device speakers and microphones and
employs unobtrusive sound signals or semi-ultrasonic signals to transmit digital information
between devices. We offer high-capacity short range communication solution, which may
compete or compliment NFC in most use cases, such as device pairing and network discovery.
In addition, we also offer long-distance low-capacity communication solutions which may be
used for indoor user positioning, presence detection, and content linking.
2. Acoustic watermarking
Our acoustic watermarking solution can be used to embed inaudible information-bearing
signals into speech or music audio streams. Our watermarking technology is exceptionally
robust against common audio distortions, such as lossy audio encoding, severe low-pass
filtering and especially propagation over open-air acoustic channel. As a result, our watermarks
can be detected by mobile phone located within several meters from watermarked sound
source. Moreover, thanks to highly efficient implementation and optimized detection algorithms
watermark detection time is usually under 2-3 seconds.
3. Mobile applications and services
EniaApps will have vast expertise in developing acoustic-related mobile applications and
middleware for Android, iOS other mobile platforms. Our server-based solutions for broadcast
content identification and social TV platforms rely on parallel computing and nVidia GPU.
5.3 Discuss products characteristics
Depends about the type of product which could be a CD drive or USB or cables and wires and
sometimes it could be an employer including our logo sticker with every product.
.
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6.0 MANAGEMENT TEAM AND COMPANY STRUCTURE
6.1 Management team personnel
We are a group of six students with Business and Information Technology background
trying to start up Smartphone Applications Development Company based in Malaysia. We will
start our company depending on our own management and technical skills and we will hire
recent talented and creative graduates to work with us.
6.2 Management team profile
Masar Ali, Business Information Technology: This is the Director/CEO of the Company.
Mayank Shrestha, Business Information Technology: He is the Vice President and in
charge of Marketing Analysis in the company.
Ali Chegini, E-Commerce: He is responsible of Human resource and Data Analyzing.
Fasial Abdullah, Business Information Technology: This is the personnel responsible of
financial management and Public Relation.
Mohammed Saeed Qasim Aqlan, Business Information Technology. He is in charge of
Industry Analysis.
6.3 Organizational chart
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7.0 LOCATION
7.1 Why choose this location?
The company will be located in the center of Kuala Lumpur near to Ampang Street, why?
Because Malaysia is an economic and developing country in which every day there is new
company is opening and asking for new systems and technologies and because they are still
new in this environment so they have a lot of problems using this systems because they are not
familiar with it in which we could find our market here as there is too many IT company
producing new systems and products but it’s hard to find other companies that has the solutions
for the new system and products that’s been produced.
7.2 Elements that attracted to this location
The money flow in this country is really big in which there is many companies have
been attracted to the market so they could sell their products and many other customers still
looking for places to spend their money on it, in a country like this the companies are trying to
attract the customer by using new technologies they never faced and people are not familiar
with it in which could cause many problems in its system and here we come to play our part.
1. Proximity to the downtown business community.
2. Proximity to trendy upscale restaurants such as West Brothers.
3. Free spaces and parking availability.
4. Low cost rent - RM1.85 per square foot for 1700 square feet.
5. High visibility
7.3 Process to identify the location
The location is easy to identify because of its business units occupied nature. It is also in
the middle of the city where everybody usually go to their jobs or have lunch meal and it is also
an attractive place for the tourists as it is located in the main road that links KLCC to the
governmental and embassies house and train stations. This is a location that cannot be missed.
7.4 Traffic pattern in that location
The traffic in the area is relatively high because of the business units located in the area,
banks and office; and because of its location on the middle. Another factor is the availability of
highly functional traffic lights.
7.5 Competition in that location
The competition there is also high, especially when it comes to getting the required location.
There are some IT companies that have already being established in the location. Although the
differences in quality, products and services might give us better advantages over the other
companies.
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As an economic place having this big and fast money flow, most probably there are
many competitors who are trying to be more special and by being supported by many
business men that could give them the capability to be modern, as we are but to win this
competition we appointed many teams contains many of the best app developers and
designers around the country and we also send our ideas and visions to the universities in
the faculty of IT and some studies centers in which we could get more suggestions and
learn more about customer needs and before releasing any product we test our product with
a group of 10 teams contains random customers from different fields that are using the new
technologies. Finally, we refer to the feedback to adjust our product’s features with the
customer needs and requirements.
8.0 MARKETING PLAN
8.1 Marketing strategy
Ad Networks:
One of the marketing strategy would be to create an advertisements network through
different types of advertising methods as advertisements in newspapers, videos ads on
youtube, advertisements on website. So, we will be using different advertising schemes and
creating a network to reach the existence of companies to the world.
Well looking at the advertising schemes we can classify into some points as follows: 1. Advertising through newspaper, magazines and billboard is really an effective way of
advertising where it can reach through the general public in a targeted area.
2. Advertising using viral videos and video ad pop ups in YouTube is useful as it reaches to
more people because we can see there are lots of views in the YouTube and is also
cheaper.
3. Advertising by creating ad banners and using click through rate where people can view
our advertisements placed on different sites and other applications as Facebook, Google
and other related websites and applications. The viewers will be linked directly to our
website when they click the ad.
4. Search Engine Optimization will also be used as when people are searching for app
developers in Malaysia our company website would pop up in the search result.
5. Listing the app made by us in the app directories and portfolio so that people can view
our works when they are searching for a good developer.
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Social Media:
Regardless of size every organization should have a social media strategy in place.
Social media can benefit in the app business in many ways it not only increases brand
awareness, but also captures the personal side of your brand that will draw in the right
audience for the apps.
The idea is to use social media where people are there in mass numbers to generate a
good background view of the company. Examples of some social media can be creating
accounts on Facebook and Twitter where the important point is being able to clearly
communicate with our users. Some of the useful tips maybe as follows: 1. Keep the profiles up to date and fresh with new information
2. Post few times per week
3. Engage actively with users – follow, share, retweet, like content of other users.
Taking part in seminars, workshop, and events:
It is always good to take part in the different events organized throughout the area of
operation. It is always necessary to reach out to the public and communicating with them to
boost the company image. It would be necessary for us to demonstrate our work as app
makers.
Focus on the Product and Clients:
The main thing to remember would be to focus on the product and fulfill the clients
requirements. For app makers it is really important that the app is really interactive and the
design should be flawless. It is necessary that a good system should be followed to get the
requirements and specification needed as the clients prefer them.
8.2 Positioning
The positioning of the company can be defined in the current situation where the
business will enter in the market niche though the operations hasn't started still can see where
can the company lie in the market. The marketing position can be seen under some areas of
aspects as follows:
8.3 Points of differentiation
We are different from any other companies because of the experience that we have in the
market as we also having the best employees around the country and we’re always looking for
the new generations and register them under our advance IT training which is supported by
IBM.
We are also special because we make the customer feels special as we are ready to serve him
anywhere and anytime and for any enquires they can call our customer service number in which
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they will find the right solution for them as the employee on the phone line isn’t just a marketing
person but also an IT expert, we also provide them the online service in which they could email
us their needs or they could read about our company from the website and check our products
and purchase it online and we will deliver it to them at the same day during the working hours.
8.4 Pricing
The pricing will fall under two category as follows:
1. App Development Pricing ( As developing apps for other company)
Forrester Research took an early stab at estimating the cost of developing an iPhone app, and
said most apps take at least six months of full-time work and cost between $20,000 and
$150,000 to develop. That’s a pretty wide range, and it’s a pretty old estimate from 2009.
The below survey results of the cost of developing business application:
2. Self Developed Apps (As apps developed by our team and under our company name in the
market):
There are several options for monetizing an app, including in-app advertising,
sponsorships and in-app purchases, each of which has its own advantages and disadvantages.
But for many developers, the most obvious option is simply to charge users to download their
apps.
But it’s rarely that simple. One major challenge would be deciding how much to charge.
In general, the more sophisticated an app is, the more users are willing to pay. That’s why utility
apps, whether they’re for carpentry or IT, often go for $1.99 or more. An extreme example is
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BarMax CA: For $999.99, you get a comprehensive California bar exam review course created
by Harvard Law School alumni.
The vast majority of premium apps are priced at 99 cents -minus, of course, the 30
percent or so royalty that app stores charge developers. Multiply that by however many
hundreds or thousands of copies you hope to sell, and that price point could be enough to
recoup your cost of developing the app and provide a profit margin.
But will 99 cents generate enough revenue to cover your support costs too? After all,
when people pay for something, they expect some level of support. The more sophisticated the
app, the more calls and emails you’re likely to field, increasing the chances that we might have
to hire one or more people to provide support. Overall, by focusing on quality and functionality of
our self-made apps, we can attract more users to download our apps and share it with their
circles.
8.5 Promotional mix
Promotional mix includes all the promotional activities to boost the name of the company
in the market.
Our promotional mix will include the Advertising, Sales Promotion, Public Relation and Direct
Marketing.
Advertising: As we have already stated we will be using the advertising methods as will use as
following:
1. Ad and banners in the real world
2. Ad and banners in the internet in websites and other application
3. Use of direct mail
4. Use of the email subscription
5. Video advertisement, and
6. Brochures and catalogs.
Sales promotion: The sales promotion techniques that we thought would be good are to give
discounts and deals as every consumer loves a discount.
As we will be offering discounts on the use of apps under our company names as if a customer
has already downloaded 5 of application by our company there will be 50% discount rate offer in
the next 3 apps to download only the process is to be registered under our contract.
We will be also offering the discounts of 5% off and deals according to the contracts as to
decrease the charges for making apps for other companies.
Public Relation: It is an important to stay in touch with the public and the government. We
decided to stay in touch with the public in some ways:-
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1. Use of social networking sites and blogs as Facebook and Twitter. Here we can get
feedback from the public and update them about our news, promotion and other up-to date.
Also can reach a mass audience at once.
2. Reports in newspaper articles about the company.
3. Taking part in seminar, workshop and events also broadcasting in TV’s and radio.
Direct Marketing: Direct Marketing is to communicate straight to the customer with
advertising techniques and we will be using as mobile messaging, email, interactive
consumer websites, online display ads, fliers, catalog distribution, promotional letters, and
outdoor advertising.
8.6 Sales process
The sales process is categorized into two parts:
1. App Development and Submission sales process ( As developing apps for other company)
The process above just states that the sales is done through simple manner and the payment
for the app is only received when it is online in the app market.
2. Self Developed Apps sales process ( As apps developed by our team and under our
company name in the market)
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The payment is received online and the app can only be purchased when it is online.
8.7 Distribution Process
The distribution process is done online.
9.0 CONCLUSION
EniaApps unlike, a typical app making solutions company, will provide a unique forum for
service and products through the medium of the IT users. EniaApss is the answer to an
increasing demand. The public wants: (1) acquire applications that satisfy their needs and
requirements, and (2) enjoy the experience of using well-designed applications for every used
and business purpose. EniaApps’s goal is to provide the user with modern, cheap, secured and
developed smartphone applications with the best support and services.
The financing, in addition to the capital contributions from the owner, shareholders and
the Kuala Lumpur State Economic Development Fund, will allow EniaApps to successfully open
and maintain operations through year one. The large initial capital investment will allow
EniaApps to provide its customers with a full featured app making solution. A unique, upscale,
and innovative environment is required to provide the customers with an atmosphere that will
spawn socialization. Successful operation in year one will provide EniaApps with a customer
base that will allow it to be self-sufficient in year.
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10.0
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Cohen, K. and Cohen, S. 2013. 5 Top Tips For Marketing Your Mobile App Business.
[online] Available at: http://marketingland.com/5-top-tips-for-marketing-yourmobile-app-business-48229 [Accessed: 20 Oct 2013].
Cravens, A. 2013. A demographic and business model analysis of today’s app
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Ellen Gordon, M. 2013. India, China, and the Map to Two Billion Connected
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Sourcingline.com. 2013. Directory of Top Mobile App Developers and Development
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