• Arafat is a software engineer.
A software company gives a job circular in the Daily ‘Y’.
Unfortunately he keeps the Daily ‘X’.
An opportunity is lost.
Looking for a job
Scenario 1
• Ms. Momtaz is a housewife
Looking for a flat in area ‘B’.
Tedious process hampers daily chores
Misleading information.
Scenario 2
• Sadia is a student
Need tuition.
Decides to advertise in the daily ‘X’.
Entails relatively large sum of money.
For a 40 word classified advertisement, the charge is 1000BDT.
Scenario 3
Scenario 1: Inconsistent reachability to the target people.
Scenario 2: Unreliable and unavailable information Too hectic and painstaking
Scenario 3: Monetary constraint
Dredged up problems
Furthermore Time Latency Text’s dependency on monetary factor
Lengthy process
Untoward hassles due to exposing of contact numbers.
Students Unemployed personnel Unmarried personnel Companies Flat owner & renter Others
Tech-based users
Target Customer
Survey
98% people are interested in mobile based system. 70% of them wants security first. 92% people prioritize the low operating charge. 73% of them wants easy operation module. 90% of them wanted a easy query system.
Why Mobile…..
1. Whole country coverage2. 40% of the whole population under the
facility of mobile use. So the number is about 7 Crores.
3. Cheap media of communication, so affordable by grassroots.
Innovativeness
Difference with other1. A dedicated mobile application for classified advertisement• one platform for all.
2. No internet connection required3. A systematic notification subsystem
m-Ad System
Why Customer will use m-Ad1. Dynamic yet flexible user interface
2. A subsystem for less-sophisticated cell phones• Both java enabled and disabled cell phones
3. Single form to submit and query an advertisement4. Notify the query user5. Inexpensive
1. Registration Process
CustomerCustomerSending SMS to create an M-Ad
account
Sending SMS to create an M-Ad
account
Server will store the number as
registered
Server will store the number as
registered
M-Ad service is activated by
confirmation SMS
M-Ad service is activated by
confirmation SMS
Registration Fee : 30 BDT per year
Classified Advertiser
Query User
Commercial Advertiser
2. Advertise procedure (application based)
AdvertiserAdvertiser Going to M-Ad downloaded application
Going to M-Ad downloaded application
Select the desired criteria from drop
down list given
Select the desired criteria from drop
down list given
Sending the application
to the server
Sending the application
to the server
Return SMS will confirm the Success
Return SMS will confirm the Success
Advertisement Cost: 5.00 BDT per Ad
3. Advertise Procedure(SMS based)
AdvertiserAdvertiserGoing to message option
Going to message option
Type the name of
the desired criteria
Type the name of
the desired criteria
Sending the SMS to the
server
Sending the SMS to the
server
Return SMS will inform the format of the Ad
Return SMS will inform the format of the Ad
Going to message option
Going to message option
Type the Ad in proper
format given
Type the Ad in proper
format given
Sending the SMS to the
server
Sending the SMS to the
server
Return SMS will confirm the Success
Return SMS will confirm the Success
Advertisement Cost: 20.00 BDT per Ad
4. Query procedure (application based)
Query userQuery user Going to M-Ad downloaded application
Going to M-Ad downloaded application
Select the desired criteria from drop
down list given
Select the desired criteria from drop
down list given
Sending the application
to the server
Sending the application
to the server
Return SMS will confirm the Success
Return SMS will confirm the Success
Query Cost: 2.50 BDT per query
5. Query procedure (SMS based)
Query userQuery userGoing to message option
Going to message option
Type the name of
the desired criteria
Type the name of
the desired criteria
Sending the SMS to the
server
Sending the SMS to the
server
Return SMS will inform the format
of the query
Return SMS will inform the format
of the query
Going to message option
Going to message option
Type the query in proper
format given
Type the query in proper
format given
Sending the SMS to the
server
Sending the SMS to the
server
Return SMS will confirm the Success
Return SMS will confirm the Success
Query Cost: 10.00 BDT per query
6. Advertise process (Commercial Advertiser)
Going to M-Ad
downloaded application
Going to M-Ad
downloaded application
Select the desired
number of ad
Select the desired
number of ad
Sending the request to the server
Sending the request to the server
Return SMS will confirm the
Success
Return SMS will confirm the
Success
Commercial Advertiser
Commercial Advertiser
Type the Advertisement
at the given space
Type the Advertisement
at the given space
Assumptions: Run by Content Provider Company
Financial Plan
Consumer increase rate (monthly)
First year : 10% Second year : 5% Third year : 2.5%
Increase Rate of Fixed Expense 5% Yearly
Mobile Operator’s Share 60%
Financial Plan
Usage:
Arena No. of Users
20 % of Classified Advertiser in Newspaper in a month 3500
100% response of a particular Advertisement 3500
Commercial Advertisement in a month 15
Total User in a month 7015
Monthly Improvement Rate of User 10%
Total Users at the end of the Year 150000
No. of User in 1st Year 150000
Capital Requirement
Preliminary Expenses
Software Generation Cost……………… 200000 BDTAdvertisement Cost…………………….. 1500000 BDTShort code Allocation Cost…………….. 100000 BDTHardware Purchasing Cost……………. . 65000 BDT
Arena Equipment Cost * Item Total Cost
Hardware Purchase
Computer 30000 * 2 60000 BDT
Internet Connection
----------- 5000 BDT
Hardware Purchasing Cost Detail. Source: Rishit Computers, 2nd floor, IDB
Capital Requirement
Arena Equipment Cost * Item Total Cost
Customer Care Setup
Cost
Computer 30000 * 2 60000 BDT
Furniture Cost ----------- 20000 BDT
Telephone Set And Connection
5000*2 10000 BDT
Others (Fan, Light, Water filter, Utensils etc)
----------- 10000 BDT
Customer Care Setup Cost……………….....100000 BDT
Preliminary Expenses
Customer Care Setup Cost Detail.Source: Rakibul Alam, Manager, Customer Care, Pramiti Computer & Network Pvt.Ltd.
Total Preliminary Expenses…………... 1.965 million BDT
Fixed Expenses (yearly)
Software Maintenance Cost……………… 300000 BDT
Advertisement Cost……………………… 50000 BDT
Salary of Employees…………………...... 540000 BDT
Short code Fee…………………………… 50000 BDT
Hosting Cost …………………………… 140000 BDT
Total Fixed Expenses…………………... 1.08 million BDT
Capital Requirement
Earnings
Revenue
Total Revenue…………………………………………. 22.5 million BDT
Variable Expenses (60% of total revenue) ………….. 13.5 million BDT
Contribution margin………………………………..... 9 million BDT
Arena No of Item* Cost Total revenue
Registration Fee 150000 customer x 30 BDT 4500000 BDT
SMS charge 4 SMS per advertiser X 20 BDT per SMS 6000000 BDT
10 SMS per query user X 2.50 BDT per SMS
1875000 BDT
Commercial Advertisement 1000000 SMS x 10 BDT 10000000 BDT
Projected Income
1st Year 2nd Year 3rd Year 4th Year
Number of User (assumed)
.15 .335 .5 .5
Contribution Margin 9 20.1 30 30
(Less) Preliminary Expenses
1.965 --- --- ---
(Less) Fixed Expenses 1.08 1.19 1.309 1.44
Net Operating Income 5.95 18.91 28.70 28.56
Note: All numbers are calculated in million
Market Analysis
Company
Collaborator
Consumer
Competition
Climate
• content provider company . • Goal oriented technological expertise.
• Trusted liaison with the Mobile Operator.• Strong network and huge customer pool.
• Persistent rate of customer growth• Inclination towards an automated system
• Better user environment • Inexpensive and involves less harassment• Current market competitors
• No agreements are violated • Dependency on cell phone environments
Promotional Strategy
Info Message Advertisement
– popular newspaper – electronic media– Website
Promotional message Social Network
– Facebook page and groups
SWOT Analysis
S
W
O
T
Strength
Opportunities
Weakness
Threats
• Huge cell phone subscriber potential• Inexpensive & Instant• Reduced hassles and mobility.
• Illiteracy of the users.• SMS based system is lengthy.
•Many new contents can be added by using this process.• Huge demand among the users.
• False advertises that increase users harassment.• Wrong input of the users.• Market Follower
RISK TYPE POSSIBLE RISKS
Technology 1.High traffic in database.2.Malfunction of server.
People 1.Lack of technical expertise in average users.2.Fake advertisement.
Requirements Changes in user requirements after the implementation requires major design rework.
Risks & Risk Types
Risk Analysis
RISK PROBABILITY EFFECTS
Server malfunction Low Catastrophic
Fake advertisement Low Tolerable
High traffic in database Moderate Serious
Lack of technical expertise in average users
High Tolerable
Requirements alteration Moderate Tolerable
Risks Planning
RISK STRATEGY
Server malfunction Standby backup server.
Fake advertisement Complaint system.
High traffic in database Investigate the possibility of buying a higher performance database.
Lack of technical expertise in average users
Introduce this system to general mass & train them how to use.
Requirements alteration Derive traceability information to access requirements change impact.
1. Problem & Solution-Current scenario, industry background
2. Innovativeness-Comparison with competitors and user attraction
3. Business Process-Service Flow & operation
4. Development Plan-Financial plan
5. Business Analysis-Business environment, marketing plan-SWOT & Risk analysis
Recap
Real Life Implementation
can be implemented in a wide range of sectors of real life– Flat/apartment sale/rent. – Tuition/student wanted – Motor vehicles/tech-based appliances sale. – Matrimony – Job opportunity – Others.
Registration Request
ConfirmationAdvertiser
Use Case diagram :Registration
User Information Collection
Mobile Operator
<<depends on>>
Advertisement
Submission
Updating&
Notification
Advertiser
Content Server
Use Case diagram :Advertisement
Validation
Mobile Operator
Query Submission
Searching&
NotificationAdvertiser
Content Server
Use Case diagram :User Query
Validation
Mobile Operator
Complaint Submission
User information verification
Complaint Filing
<<depends on>>User
Mobile Operator
Use Case diagram :Complaint
Confirmation
<<depends on>>
Initial cost1.965 million
BDT
Fixed expense per year
1.08 million BDT
Total revenuePer year
9 million BDT
Projected cash flow
Initial Stage -1.965 M BDTAfter 1st year 5.95 M BDTAfter 2ND year 18.96 M BDTAfter 3RD year 28.8 M BDTAfter 4th year 28.75 M BDT
Payback Period
40 of 59
Initiated by a simple cell-phone command
Inexpensive advertising environment
Easy access to the advertisements
Consistent connection between the advertiser and the query-user.
Hassles kept at the minimum.
m-Ad System
Software Functionality
Three functional parts Mobile operator server A content server Cell phone application software
Mobile Operator Servero Verify user validity in
Registration Advertisement Query
Software Functionality (contd.)
Content Server Registration:
o Store relevant user informationo Notify the user
Advertisemento Store the advertisement for 7 days
Queryo Retrieve and send the advertisement
Software Functionality (contd.)
Cell phone application software Used in Java enabled handsets Provide flexible user interface for
Registration, advertisement & Query
Information Technology
Application software
Mobile SMS
Content server
Database
Software requirements
20 of 59
Application software
Registration:
• Compulsory registration• Given information is checked against the
information in the mobile operator server.• Valid if given data conforms to that of the server.
21 of 59
Aesthetic look:
• User friendly GUI Advertisement:
• No text based approach
User Query:
• Appropriate options to form the required queries
Application software(contd.)
22 of 59
Mobile SMS
For mobiles that are not java enabled
Text based fixed format queries and advertisements
Notifications through SMS
23 of 59
Content Server
Stores the advertisement
Collects and sends SMS
Verifies the user.
Retrieves the information for the query and sends it to the user.
All advertisements have a lifetime of 10 days.
24 of 59
Database
Installed in the content server
Powerful database for efficient data retrieval
Oracle, MySQL , SQL server can be used
25 of 59