Ale Trail

An app concept by Wayne Fleming, Neil Morrison, Craig Skelly

Team Zeus presents…

Who: social and business users

What: Business and social users that are looking for a specific drink/ale or are looking for entertainment or food

option places that are nearest to them.

When: anytime they are looking for a drink or entertainment or food while they are undecided on where

to go.

Where: anywhere, but particularly around town and socialising.

Why: It is difficult to find a place to have your favourite drink/food and entertainment.

The Problems…

• People have trouble searching for drinks/food and entertainment venues in the local area when they are out

socialising.

• People have a varied drinks taste and they like a whole range of foods, the same applies for entertainment.

• During our research we found that people were interested in the food/drinks venues and sport events, this made

organising a place to socialise easier for them.

• We think people looking for good deals, specific products/venues/events would be very interested in using

this app.

How can you, be aware of local food/drink/entertainment businesses/venues and promotions?

• You want to find out who nearby sells your favourite ale, but don’t

know the area• You can’t find anywhere that has your favourite drinks/food or

entertainment.• You want to see a particular sporting events and can’t find them.

Example problems

Our mobile app is designedto help business and social users to find places that sell your

favourite ale’s and food, including places that show your favourite entertainment.

The app would be free, funded by advertisers/marketers in return they would be able to advertise local Ale/drinks/food/event

promo’s to potential customers.

What's our app for…

In our findings we surveyed people to find out what they enjoy in their social life and what brands and entertainment they like, who

with and would they travel further or stay in a local area.

We used surveymokey.com to gather data, this was invaluable for finding out what people want from our app.

We found out that the majority age of people that would use our app were 18-20

57% of users surveyed would like an app that helped them find a suitable bar/restaurant

Users would use the app anywhere up to 10 times a week.

• Yelp - They catered to a broad userbase rather than having detailed

information on products.

• Urbanspoon - Was the same they catered for a list of Restaurants in the area you are in but not for specific items that you would like

• Tripadvisor - The same again view the hotels and the prices but a specific type of brand and specific entertainment was not available.

• We found out that our app would have competitors, but there are no apps that focus on a particular portion of the market such as drinks/food or sports.

Core Features

• Search the local area for entertainment/drink/food establishments

• GPS “where am I now” function –Click the “Where am I” button that show your location on a map with

local entertainment/Drink/Food establishments.

• Find local Promo’s (such as “Happy hour”, specials, deals)

MVP• Our MVP would include just text/voice search for local

drinks(focusing on ale’s), food, entertainment.

Integrated feedback• One of the people we surveyed suggested that we incorporate

a way to search for sporting events - after the feedback we felt that this was a great fit for our app and included a search

function for local sporting events/places

The search (core) feature will take you to a specific place on the map which sells you the kind of product you are interested in

The map will show the establishment for your choice of product

An advertiser could place their business on the map

They could also add any special deals they may have

Or advertise a big sporting event shown only on pay per view TV

[Feasibility]

• Data Feasibility - • Data relies heavily on getting marketing companies to provide data and/or

buying lists from phone companies, lists from Chambers of Commerce registries, license registries, Post Office.

• Our data that we acquired would then need to be stored in a database to be used by our customers which would require a web hosting company and data hosting service to provide capacity for the data our app would send and receive.

• Content Feasibility - Our app would require our app to be built by a third party as our team lacks the experience with developing a final app version, the content for

the app could be created by our team and pieced together by the third party or created by the third party app developer.

• Technical Feasibility - The app would heavily reliant on data gathered from marketing and data gathering companies that we would have to work with to integrate our app to be able to search effectively, although our team feels the benefits our app would give to advertisers and marketers would negate any

reluctance to share their data.

Problems with business model: Totally reliant on Advertisers and Marketers money to finance App

Customer pledges: People are interested in a free App for finding places, out of the people we surveyed 57% would use our app if it was available.

Business Model: Advertisers and Marketers would provide the capacity to build our app in return for advertisement in the app itself with the ability to show

potential customers promotions nearby their location using the app.We chose this business model as users would not pay for our app themselves. In our survey we found that 100% of the people we asked if they would pay said

“no”.

How we market the app?1. Make our app quick and simple to use for our target

demographic.2. Collaboration with local advertisers/marketers and

business/entertainment venues.3. Investment from local advertisers/marketers and

business/entertainment venues would provide funding for our mobile app to make it available for free.

We showed our work to experts:

• Gerard Grech- (Product and Business mentor) His advice was to look at yelp for some kind of comparison

• Kerry Ritz- (Microsoft Business Advisor) He showed a positive attitude with some ideas for

improvements to be made towards our idea