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Business Plan for Colourful Life, an App for new residents in a community - Page 1
Business Plan for Colourful Life,
an App for new residents in a community
1. Issues in the community
Melbourne and the state of Victoria are destination of many migrants, international students
and expatriates. But many of these new residents are not familiar with surrounding areas that
they just start to live in, study at and work at. The majority of them also do not have many
friends around. The time for them to fit in is usually quite long and struggling. If they are
provided a handy guide, not only the time for them to familiarize themselves with local
communities would be reduced significantly, but businesses in those communities could
enjoy a bigger market faster.
2. Description of the App
The App will provide detailed information about shops, restaurants, gyms, entertainments
and services in the local areas for the new residents. At the same time,new residents will be
provided special ‘group purchase information’. They can join different groups to do things
together to make friends, to save money and to make the experience more interesting. On
the other hand, the App will give local businesses a great opportunity to introduce themselves
to the potential new customers.
3. Value Propositions & Competitive Analysis:
3.1 Value Propositions
People will want to use this App because it provides detailed information about shops,
restaurants, gyms, entertainments and services in the local areas, not only in the big
shopping centres, but also those along the roads. The App will greatly facilitate them to
fit in the local area, and allow them to build up sense of belonging sooner.
The App can help customers to enlarge their social network. Customers can make new
friends by joining in different groups activities.
In this App, both the shops’ owners and the customers can organise a group activity. Shops
can send out notifications about their recently group purchasing information and
customers can click the events to join in. Also, customers themselves can start a group
activity, such as inviting people to watch a film or to go to have a meal together. The
number of people joined can also be set to control the size of groups.
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Local businesses will also welcome this App because it can connect businesses with new
customers effectively.
3.2 Competitive Analysis
There are several similar Apps on the market currently: for example,Facebook and Zomato.
Compared with Facebook, this App is not focussed purely on social media because it has the
function to provide customers with information about shops and group activities. During
some big events, Facebook will have similar notification and ask its users whether they will go
or not, but for this App, the group activities are closer to people’s daily life and limited to local
businesses that are geographically closer.Meanwhile, both consumers and businesses can
initiate activities.
When comparing with Zomato, Colourful Life allows customers tosee their friends’ activities
related to the stores they are searching. Also Zomato is a guide of restaurants, while our App
affords information of business in a much wider array.
At the same time,this App stands out from others because its function of finding friends is not
only about establishing one-to-one friendship. The function helps people to meet other group
of people which all have same interests towards something and reduce the risk of meeting a
stranger alone. Therefore, this App makes the finding friends process safer and more efficient
than other Apps.
Also, this App is not simply a fixed database of information. Shops owners would have another
special interface to update their shops information and send out news about their promotion
activities. Business can release group purchasing activities with a certain amount of discount
to a group of people that reaches a certain numberto attract more customers.
4. Market Size
According to the statistical data of net interstate migration, net overseas migration and
international students, there were 10,200 interstate migrants, 54,000 overseas migrants
moving into Victoria in 2015 and the current number of international students in Australia is
over 400,000. Therefore, it is estimated that, if 60% of these migrants, 70% of students and
40% of the local residents are going to use this App (Some people may be too old to learn
how to use mobile phones, some people may cannot get to know this App, some people may
not interest in this App).There are over 300 suburbs in Melbourne; and if it is assumed that
there will be a average of 250 people in each suburb using our App, there will be over 85,000
people using this App potentially, and this number will keep increase annually by at a rate
around 8% each year. (There will be more people using this App in the city and fewer people
using this App in countryside due to different population size)
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5. Revenue Stream
It is free for consumers to use this Apps, and the revenue will come from businesses.
When a shop owner registers on the App to promote information about the shop, the owner
needs to pay $300/year/shop, which is acceptable according to our research. Also through
our research, there are around 87 shops along the Whitehorse Rd (an important main road
for Balwyn, a suburb consisting of a decent proportion of immigrants). Assume that there are
around 20 roads or local shopping centres like the Whitehorse Rdin Melbourne, there will be
nearly 1,750 shops and the maximum possible revenue will be $525,000 a year. Also, there
be new shops coming up and old shops closing down. If we assume the net shops increase is
40 shops annually, another $24,000will be gained each year.
If a shop wants to make an advertising, such as appearing on the starting interface or
becoming the first shop in the search result list, they will have to pay extra advertisement fee.
This will be another stream of revenue for Colourful Life.
6. Branding and Promotion:
6.1 Logo
The blue background stands for the blue sky of Melbourne and in the middle is a piece of
ginkgo leaf. The reason for choosing ginkgo is because ginkgo trees is a type of ancient trees
and they are full of vitality and Colourful Life is expected to become as lively as this kind of
tree and to make people feel energetic to start their new life. The yellow and green colour
symbolize the time change from spring to autumn year by year. And the extending meaning
is no matter how time pass by, the App will always benefit people and will never disappear.
6.2 Promotion & Distribution Channels
When there are new residents moving into a new suburb, they always get a brochure from
the local City Council called New Residents Booklet or New Residents Brochure. In the
brochure, it covers everything, from the public transport information to the events which are
held by local communities. We can request the local City Council to add another page that is
about this App into the brochure to encourage the new residents, new migrants and the
international students who just come to this place to use this App to quickly get familiar with
the surrounding area and to make new friends. In our research, the City Council of Boroondara
is open to this idea.
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Also, we can introduce our App to different schools and teachers and coordinators of
international students can encourage new students to use this App to get familiar with the
new environment. At the same time, leaflets and handout can be printed out and delivered
to houses. Ads about the App can also be put on local newspapers and City Council websites.
7. Further consideration
1. Because migrants and international students come from different countries. Different
language versions such as Chinese, Korean, Indian versions may be made in the future.
2. Sign up and Log in options may be connected to other social medias such as Facebook and
3. Authorization of Google map (Get actual permission from Google to be allowed to connect
the App to Google map.)
8. UI designs
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9. Shop Survey Whitehorse Rd
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