Strategy &

Innovation
Module Code: BMG852\89568
Department of Management, Leadership
and Marketing
Ulster University Business School
Business
Development
Proposal
Smartphone App
 Executive Summary
Because of the lockdown, COVID 19 has led to
consumers preferring online sites to make
purchases. With the rise in the UK's population,
there has been a steady growth in the market for
children's clothes. As a result, it is estimated that
there will be many opportunities for companies
in this sector to extend their breadth of operations
and meet the demands of their customers.

The suggested business idea is about smartphone

app that will allow use of an online app and it
will eliminate the need for people to visit stores
in person. Another reason is modern-day parents'
lack of time to go out and do exhaustive
shopping for their children. This app will add
value to the customer’s experience by offering
high quality clothes and toys of the children
under 10 and saving the time of their parents.

3
Market
Opportunity &
Value
Proposition

4
 During the pandemic, the respective business plan
was poised to take on the online market
 Meeting the set target of increasing revenue and
expanding the market and customer pool within the
first several days of service.
 Positioned to serve parents by offering them high
quality clothes and toys for their children
 Apart from consistency, the important factors that
gives baby shopping apps a competitive advantage is
price..
 It is natural for parents to turn to platforms where
they can get baby clothes and toys at lower cost

5
6
Business
Model Canvas
8
Competitive
Environment

9
 Keeping the product
cost low and giving
discounts and Investing in R & D
promotional deals to Investing in R&D to
customers for sales enhance the quality of
growth. business

Competitive advantage Strong customer

can be achieved by support environment, a
providing customer wide range of payment
friendly interface methods, and a secure
facilities.

10
Competitors

11
Identify Key Partners & Activities
Key Partners Key Activities

Suppliers, Payment Gateway, Logistics Company Development and Maintenance of App, Customer service

12
Identify Customer
Segments
• The parents of children under the age of ten will
be targeted as a part of the consumer base.

13
Identify customer
relationships & relevant
channels
• Providing a variety of deals,
including discounts/promotional
deals
• Considering their feedback
• Making changes to the service level.

• The service will be delivered by an online

distribution system, which will mostly
consist of connecting with consumers via
an app.
• As we are offering an online store, direct
selling would be the best suitable
distribution channel.
14
Identify & Estimate
Revenue Streams

The profits will be raised by selling

clothing and toys to parents of children
under the age of ten.

Number of Average Price per Item Total Weekly Revenue Total Yearly Revenue
Clothes/Toys Sold

100 $ 15 100 x $15 = $1500 $1500 x 52 = $78000

15
 Identify & Quantify
Cost Structures
The products would be sold to consumers at a low-cost
approach
Cost incurred would be Employees’ salary, Operational
cost, Maintenance cost and Marketing cost

Fixed Cost $150000

Variable Cost $5 / item

Selling Price $15 / item

Formula FC/VC – SP

Break-Even Point = $150000/$5 - $15

BEP = $15000

16
Conclusion
By consistently delivering best customer
experience and incorporating value-
added business practices whenever
possible, the proposed Smartphone App
would show a dedication to usability,
both internally and as a business.

When consumers use the app services,

the company will make sure to keep
itself to the highest expectations by
fulfilling their requirements specifically
and absolutely.

17
 References
• Addo, P. C., Jiaming, F., Kulbo, N. B., and Liangqiang, L. (2020). COVID-19: fear appeal favoring purchase behavior towards personal protective
equipment. The Service Industries Journal, 40(7-8), 471-490.

• BBC (2020) [Online] Available at https://www.bbc.com/news/education-39894997 [Assessed on 1st March 2021]

• Geraldi, J., and Lechter, T. (2012). Gantt charts revisited: A critical analysis of its roots and implications to the management of projects today. International
Journal of Managing Projects in Business.

• IBIS World (2020) Baby Infant clothing stores [Online] Available at

https://www.ibisworld.com/united-kingdom/market-research-reports/baby-infant-clothing-stores-industry/ [Assessed on 1st March 2021]

• Joyce, A., and Paquin, R. L. (2016). The triple layered business model canvas: A tool to design more sustainable business models. Journal of cleaner
production, 135, 1474-1486.

• Osterwalder, A., Pigneur, Y., Bernarda, G., and Smith, A. (2014). Value proposition design: How to create products and services customers want. John
Wiley and Sons.

• Statista (2020) Market Value of Baby Care market in the UK [Online] Available at
https://www.statista.com/statistics/474676/market-value-baby-care-great-britain-uk/ [Assessed on 1st March 2021] 18