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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Gabrielle Wallace
NetID 2714875
Group Number: 162
Website Link:
http://infosys1102014s2group162.blogspot.co.nz/p/gabrielle-
wallace-d2.html
Tutorial Details
Tutor: Day: Time:
Thursday 9am
Time Spent on
Assignment:
28 hours
Word
Count:


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HOW I CAN GET MORE PEOPLE TO DONATE TO CHARITIES?
INTRODUCTION
How many times have you been frustrated when charities ask you for spare change? Many
phone callers or on-street collectors represent agencies who keep a portion of your
donation. So how can I trust that my donation is being directly donated to the charity?
My app, GiveToHelp provides a easy and user-friendly way of making charitable donations
The lack of donations to charities has become an all encompassing problem internationally;
according to a survey conducted by the Office of National Statistics, donations to charties fell
by 20% during 2011/2012 worldwide. The following solution centres around a secure and
accessible service for donations that caters to a technological customer base while
encouraging donations.
3. BUSINESS SECTION
3.1 Vision
GiveToHelps vision is to make a contribution to the world by creating an innovative and
easy to use tool that would increase charitable donations.
3.2 Industry Anal ysis:
Industry: Charitiable Donations
Force: High/Low: Justification:
Buyer power: High
There is a lot of ways that individuals can donate.
Buyers can choose whether or not they even
choose to donate. Many buyers can be put off
due to the accessibility, reliability and
trustworthiness.
Supplier power: Low There is little bargaining power of suppliers where
there are numerous substitutes. There are a lot of
alternative, there is a lot of choice of online
technicians.


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Threat of new entrants: High The threat of substitutes is high because there
are always new charities and causes being
introduced. People can easily choose to donate to
these charities with no barriers e.g. switching
costs.There are limits to the barriers of entry
including the cost and time needed. There are
thousands of developers and it costs little to
develop a profitable app; with Chuck Jones
stating that on average there are 25,000 to
30,000 apps added every month.
Threat of substitutes: High There are always new charities and an easy
entry, increase the propensity for customers to
switch to other alternatives. (Porter 2008)
Rivalry among existing
competitors:
Low There is high intensity and consistent demand for
donations within the industry. However there is no
rivalry for donations because it is not a profitable
industry that is attractive for businesses.
Overall attractiveness of the industry: It is relatively attractive. It is a fast moving industry,
with a phenomenal rate of business opportunities with mobile-app downloads going from
seven billion downloads in 2009, to almost 50 billion in 2012, up 62% from a year ago
according to Scott Austin. However the need for donations increasingly saturated, it does
take considerable time and effort to enter the charitable market, there are a lot of barriers to
overcome.
3.3 Customers and Their Needs
Our business is non-profit centering around the needs of many charities.
We have two main customer base; the first is aged between 16-50, they are individuals who
are well educated on technology and use their cell-phones. My customer wants an app that
allows the them to easily donate their money to a trustworthy charity of their choice. Given
that as many as three in five New Zealanders own a smartphone (Pullar- Strecker, 2013) it

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gives a broad market of technology concious individuals.This service caters to these
individuals because they can easily find out information about the charities with the comfort
of knowing that their donation is going to make an difference. These little donations of $1 or
$3 will make a impact while calling on online communities.

The second customer are businesses who are careful about their public image. To a
buisness there is a lot of value in appearing to have social responsibility and community
involvement. GiveToHelp will allow corporations to play an active role, this means they are
able to point to how their company has made a difference to social problems. The compnay
could use social media to spread the word and get recognition for their good deeds. The
donations are also tax deductible therefore fulfilling their contributions to society.
3.4 The Product and Service
GiveToHelp is a application that allows individuals to give charitable donations to their
choice of charity. My product aims to connect individuals with charities via internet banking.
My product centers around the needs of the charities, GiveToHelp has a list of potential
charaties that they can donate to, this donation could be big or small. The customer can
push on the charaties to see what their values are and where their money would go to. Once
the customer has chosen who they would like to donate their money to, it would go to a
screen showing a list of banks. Internet banking would be set up on the app so donations
could be made. By allowing the customers the ability to chose who they would like to donate
to we are low-cost which is an attractive selling point.
GiveToHelp will satisfy the needs of my customers because it will allow technologically
savvy individuals to donate with ease in their own time. For large scale businesses
GiveToHelp will give companies a sense of corporagate social responsibility while fulfilling a
need to help the community.


3.5 Suppliers and Partners
Suppliers
1. Apple
I would use the iTunes store to distribute GiveToHelp to the customer. iTunes would

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be a valuable supplier to their reliability and established name which would yield a
competitive advantage. iTunes will easily be able to distribute the app with its large
database widening potential customers from domestic users to international
customers.
Partners
1. Banks such as ANZ
We would have a list of nationwide banks and our customers would choose their
bank. Banks could be a great partner to promote the use of my GiveToHelp, it would
make it more attractive and reliable.
2. Software developer
The software developer would help to create an design thee app in an easy to
understand manner. This is important because we need to feel that customers are
able to safetly donate through internet banking.

3.6 Strategy: Cost leadership
I will be inforcing a cost leadership strategy because it is a low cost product with a broad
market, this will help to reach our vision. Scott Austin states free is king, our cost
strategy released for free and will earn revenue by providing upgrades and placing
advertisment. It will be aimed at a broad market due to the number of people with
electronic devices. It will also be free, demonstrating a low cost strategy because we
want all individuals including individuals from low socio-economic backgrounds to be
able to donate.
The overall strategy is therefore cost leadership
3.7 Value Chain Acti vity: Market and sell the product or service
The most important value chain activity for this business is marketing and selling the
product. Customers have a lot of choice of how they would like to donate their money,
therefore promoting the product is crucial for the GiveToHelp to reach customers. Marketing
would raise the awareness of my GiveToHelp and the need for donation which aligns with by
businesss vision. By using marketing and selling the product as our value chain activity I am
making the product more accessible and feasible to a broad market.

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3.8 Business Processes Sal es Order Managmeent process
These business processes revolve around the market and selling of the GiveToHelp, this is
because marketing will be the key to encourage technologically savvy customers to donate.
Although development of the app is important I believe the marketing of the product will be
the key to its success initially.


3.8.1. ADVERTISING PROCESS
The advertising process is a key process in marketing and selling my product. The
advertising process will advertise GiveToHelp. I would hope that by investing in an
advertisments there would be many positive outcomes, including boosting donations and
customer awarenes. This will be cricual for the success and future of GiveToHelp. A key
issue that would be discussed in the advertising is that is GiveToHelp will use the funds
donated properly.

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3.8.2. MARKET RESEARCH PROCESS
WE WILL WANT TO DO MARKET RESEARCH ON OUR POTENTIAL
CUSTOMERS. ALTHOUGH WE HAVE A GOOD IDEA THAT OUR DONATORS
WILL BE TECHNOLOGICALLY SAVVY, MARKET RESEARCH WILL ENABLE
GIVETOHELP TO GAIN A BETTER IDEA OF HOW TO TARGET AND
ADVERTISE TO THESE CUSTOMERS.


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3.9 Functional iti es

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3.9.1. ADVERTISING PROCESS
Customers identified
Budgeting process
3.9.2. MARKETING RESEARCH PROCESS
Collection of data and information
Analyse data from market research
3.10 Systems
To make a contribution to the world by creating an innovative, convient and easy to use tool
that would increase the number of charitable donations.
3.10.1. MARKETING RESEARCH ANALYSIS SYSTEM - The marketing research
system is market research and customer surveys to treat specific issues that customers are
having. It incoporates functionalities and allows data to be combined and analyse trends.
This will be key to target customers and to add growth and value to the business, it also
centers around marketing and selling the product which is key to meeting the business
targets.
3. 10. 2. DATA STORAGE SYSTEM- this system will support the huge amounts of data that
will come from the marketing research. The data storage system is key to the vision of
GiveToHelp, it will have information of customer information, this information will be key
when meeting with potential partners like ANZ. By having a data storage system it will allow
GiveToHelp the ability to easily analyse data. It will improve decision-making enabling a
clearer picture of what customers want; it will help us to make a more convient and easy to
use tool while also serving as a historical bench-mark.
3.10. 3. BUDGETING SYSTEMS- Budgeting is a key part to any business by calculating the
profits and the expenses of the company. The budgeting system will predict the costs of the
advertising campaign and assess the pay-offs and potential income and customer base that
may come with it. By budgeting for the advertisment it will increase awareness of the app
and the need to donate.

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3.11. Summary Table: Value Chai n to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)

Marketing
and Sales
1. Advertising
process
1. Customers identified

2. Budgeting process

Industry Analysis System

Budgeting System
Workflow Management
System

Collaboration Systems
2. Marketing
research
process
1. Collection of data and information

2. Analyse market surveys

Data storage system


Market research analysis
system
Workflow Management
System

Customer relationship
management system

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CONCLUSION
GiveToHelp is an innovative smartphone application. It is different than traditional methods
because it has a heightened convience, thereby increasing the number of charitable
donations. My business intends to deliever an efficent and accurate app which aims to
improve the number of donations to charities by being a fun, quick and simple application.
GiveToHelp will make it easier for technology savvy individuals to make charitable donations
that are easily accessible. It aims to satify our customers needs by giving the customer a
valuable tool that can easily be used to conviently donate. Due to being new in the market,
marketing and selling the product is the most important value chain activity in order to create
an established app. My cost leadership strategy, specific information systems, value chain
activiity and business processes use information systems that will help to support and
deliever value to both my company and its users.
REFERENCES



1. Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard
Business Review, 86(1), 78-93

2. Apple, no date, app store. Retrived from
https://itunes.apple.com/nz/genre/ios/id36?mt=8

3. Koekkoek, H. (2013). How the most successful apps monetize their user base.
Retrieved from http://www.distimo.com/blog/2013_03_publication-how-the-most-
successful-apps-monetize-their-user-base/

4. Louis, T. (2013). How much do average apps make? Retrieved from
http://www.forbes.com/sites/tristanlouis/2013/08/10/how-much-do-average-apps-
make/

5. Melissa. (n.d.). Is it really profitable to develop a mobile app? Retrieved from
http://www.bluecloudsolutions.com/articles/profitable-develop-mobile-app/

6. Austin, Scott (2013) The surprising numbers behind apps. Retrieved from
http://blogs.wsj.com/venturecapital/2013/03/11/the-surprising-numbers-behind-apps/

7. Pullar-Strecker, T. (2013, May 21) Smartphone ownership almost doubles. Retrieved from
http://www.stuff.co.nz/technology/gadgets/8698771/Smartphone-ownership-almost-doubles.