assignment 5
César Ritz Colleges Washington State University
BA in Hospitality Business Management
Assignment 4: Product Launch and Profitability
Submitted: 27 Nov 2022
By: Jiayi Lyu Grace 742336
Cramarennco Milana 744504 Miao Qian Elena743016
Submitted to: Professor: Dr. U. N. Umesh
Types of Advertising and Promotions
1. Social Media Advertising: Platforms like Facebook, Instagram, and Snapchat offer food
delivery businesses a way to reach a large audience of potential customers with targeted
advertising (Agzamov et al.,2021). By creating engaging ads that feature mouthwatering photos
of our Fresh 24 Hours app, people will be encouraged to download our App and start ordering
meals.
2. App Store Optimization is another effective advertising and promotion channel we shall use
to market uber eats. To ensure that potential customers easily find our food delivery app, it is
essential to optimize it for the app store(Muhammedrisaevna et al.,2021). This will include using
the right keywords in our uber App's title and description and creating attractive screenshots that
show off our App's features.
3. Influencer Marketing: partnering with influencers with a large social media following can be a
great way to promote our food delivery app. By having influencers share photos or mention the
App in their posts, we shall be able to reach a whole new audience of potential customers
(Harrigan et al.,2021). For example, suppose an App is endorsed by a celebrity or famous
influencer with a large following on social media. In that case, this could significantly increase
the number of people downloading and using the App. Similarly, if an influencer provides a
positive review of the App, this could also encourage more people to download and use the App.
In general, the use of influencers can raise awareness of the App and generate interest in it,
which leads to more people downloading and using the App.
4. Fresh 24 Hours app targets customers including young adults and Gen Z and millennials,
parents, retired seniors at home, and parents, among others. To this end, since our product targets
a large customer base in Switzerland, using traditional advertising, such as TV and radio ads,
will supplement the digital platform and ensure that our App reaches customers of all
demographics. These can be especially effective in getting people who spend little time on social
media.
Fresh 24 Hours Prototyping Efforts
Our designing team started from scratch; the first efforts were directed at developing a list of
features we wanted the App to have. This was done through a brainstorming session with the
team, looking at similar apps on the market, or conducting customer research. Once we had a list
of features, we started sketching out what the App might look like and how users would interact.
To increase the functionality and acceptability of our App, our design team ensured that all
factors were precisely considered and incorporated into the App (Li et al., 2021). To this end, our
food delivery app considers several aspects of being successful. The App has been developed to
have a user-friendly interface that allows customers to easily browse and select items for
delivery. The App also has a robust delivery system that can handle many orders and ensure they
are delivered on time. Additionally, the App has a payment system that is secure and easy to use
and allows all forms of payment, both online and offline.
Small Consumer Test
To test the App, our team first recruited a group of 50 participants. We then asked them to install
the App and create an account. Once they had done so, we asked them to order food from a
restaurant of their choice and track the order through the App. We also asked them to rate the
App on a scale of 1 to 5, with five being the highest and give us their feedback. Overall, the App
was well-received, and people found it easy to use; more specifically, they found it easy to use
and navigate, and they liked the range of available food options.
Interestingly, the customers who tested the product gave some suggestions for improvement,
such as adding a search function to make it easier to find specific items and allowing multiple
delivery addresses to be stored. Besides, they suggested that the App should have a way to track
your order so that you can see where it is and how long it will take to arrive (Dewnarain et
al.,2021). They also recommended that the App provide more information on the available
restaurants, such as reviews and ratings. Overall, the App was valuable and convenient, and
people would recommend it to others.
Physical Product Testing
The food delivery app was tested physically to ensure that it can withstand the rigours of
delivery. This included testing the App on a variety of devices, as well as testing the App on a
variety of delivery scenarios. Fresh 24 Hours was also tested to ensure that it can handle the
demands of a high volume of traffic. When trying a food delivery app, there are many things to
consider. The first thing to think about is the user interface and its easy navigation. This involves
testing the ease for customers to find what they are looking for and ensuring that the checkout
process is straightforward. More importantly, performance testing is the App's critical physical
testing element. This involves testing how the App performs under different conditions.
Performance tests can test things like the App's response time, memory usage, and the App's
scalability (Cooper,2019). Another essential aspect to consider is the App's accuracy to ensure
that the orders go through correctly and customers can precisely get what they have ordered.
Another critical testing will involve guaranteeing the security of the App. This involves testing
the App for security vulnerabilities. Testing a food delivery app can be a lot of work, but it is
essential to ensure that the App is reliable and user-friendly. Our team is focused on ensuring that
our customers have a positive experience by taking the time to test the App thoroughly.
Timeline and Milestones of the Project
Date Milestone Description Key Individuals
2/3/2022 Identify the key features that are required for the App.
This milestone is essential in order to ensure that the App includes all the features that users will find helpful. By identifying the App's essential features, we can ensure that the App is comprehensive and meets users' needs.
A team of developers with the necessary technical skills to build the App
4/4/2022 Identify the user flow and how users will interact with the App.
The user flow is the process a user takes to accomplish a task within an app. In order to identify the user flow, we must first understand the user's needs and how they will interact with the App. This facilitated mapping out the steps that the user will take in order to accomplish their task.
Designers who can create an attractive and user-friendly interface
1/6/2022 Create wireframes or mockups of the key screens.
This project milestone is to create wireframes or mockups of the key screens of the food delivery app. This will help to visualize how the App will look and how the various features will be laid out.
Project managers (Owners of the project)
2/7/2022 Develop the back-end server and APIs.
This is an important milestone because it involves the development of the back-end server and APIs of a food delivery app. This is necessary to ensure that the App can communicate properly with the back-end server and database.
Marketing specialists who can promote the App to potential users
7/9/2022 Develop the front-end interface.
The front-end interface is the graphical interface that users will interact with to use the software. This milestone covers the design and implementation of that interface.
Customer support representative to help resolve any issues that users experience with the App
10/10/2022 Test the App and fix any bugs.
This milestone of testing the App involves finding and fixing any bugs that may be present in the App. This is done by testing the App thoroughly and then fixing any issues. This ensures that the App is free of errors and can function correctly.
2/11/2022 Launch the App. This milestone of launching the App will be done by creating a landing page for the App and making it available for download.
Essential skills and experience of the project team
A team of developers: This team has individuals with skills in creating mobile applications,
specifically for iOS and Android platforms. They are also experienced in working with
databases, such as MySQL, and integrating them with the App. Besides, developers have
experience in GPS tracking, map integration, and payment gateway integration.
Designers: They are experienced in designing and developing mobile apps and have a strong
understanding of user experience and interface design. Our team of designers is also familiar
with the latest trends in app design and development and can create an app that is visually
appealing and easy to use.
Marketing specialists: This team can effectively communicate the App's value proposition to
potential users to create compelling ad campaigns that drive app downloads and usage.
Additionally, the marketing specialists are skilled in market research and analysis so that they
can identify opportunities and threats facing the App. More importantly, the team can manage the
App's social media presence and engage with users to build brand loyalty.
Customer support representatives: To provide excellent customer support, a team of customer
support representatives have interpersonal skills, enabling them to handle customer complaints
effectively, and have a good knowledge of the App.
Revenue and expenses
The revenue sources for our organization will mainly come from the user charges and the income
related to downloading the app from the App Store. According to the market analysis most food
delivery apps in Switzerland charge a customer cost of between $ 1-$ 4. Therefore, since our app
is new in the market, we charge $ 3 as customer cost thus the customer cost revenue depends on
the number of clients using the app. For instance, in the first quarters of the first years we expect
to earn $ 600 and $ 1200 as customers cost respectively. Another source of revenue from our app
will be the app downloading charges. We expect to earn a revenue of $ 5000 in the quarter 1 of
year 1 and $ 7400 in the first quarter of year 2. In the third, fourth and fifth years the revenue is
likely to increase depending on the number of users of the app. The total revenue realized by our
team in year one is $ 22,760. This revenue is expected to increase to $ 47,500 as the app is
expected to have been accepted by the majority of the users.
Expenses
We shall also incur some expenses in trying to make the app more acceptable and accessible by
many of the users. Expenses such as license will only be paid one per year, whereas expenses
such as salaries and wages will be paid monthly. To increase functionality of the App there is app
maintenance and upgrade cost which will always be paid at the beginning of each year. For
instance, in year 1 app maintenance and upgrade cost is $ 150. Additionally, other expenses will
involve marketing and promotion as well as salaries and wages. The marketing and promotion
expenses are expected to increase across the years.
References
Agzamov, A. T., Rakhmatullaeva, F. M., & Giyazova, N. B. (2021, June). Marketing strategy for the competitiveness of modern enterprises. In E-Conference Globe (pp. 1-3).
https://papers.econferenceglobe.com/index.php/ecg/article/view/564
Cooper, R. G. (2019). The drivers of success in new-product development. Industrial Marketing Management, 76, 36-47.
https://www.sciencedirect.com/science/article/pii/S0019850118300476
Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2021). Social customer relationship management: a customer perspective. Journal of Hospitality Marketing & Management, 30(6), 673-698.
https://www.tandfonline.com/doi/abs/10.1080/19368623.2021.1884162
Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers, U. (2021). Identifying influencers on social media. International Journal of Information Management, 56, 102246.
https://www.sciencedirect.com/science/article/pii/S0268401220314456
Li, J., W. Tigwell, G., & Shinohara, K. (2021, May). Accessibility of high-fidelity prototyping tools. In Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems (pp. 1-17).
https://dl.acm.org/doi/abs/10.1145/3411764.3445520
Muhammedrisaevna, T. M., Bakhriddinovna, A. N., & Rasulovna, K. N. (2021, March). Use of digital technologies in marketing. In E-Conference Globe (pp. 281-284).
https://papers.econferenceglobe.com/index.php/ecg/article/view/106