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Ipu Business Plan

By:   •  June 26, 2016  •  Business Plan  •  1,543 Words (7 Pages)  •  1,414 Views

Page 1 of 7

IPU(I will protect you)

  1. Executive Summary:

Our company provides a customized safety assurance service for women going back home late in Tokyo. “Going Home Safely” is a service in which women working or drinking late takes a shuttle bus driven by a female driver and when she gets off near her home, the app will monitor her in real time by GPS. Also, through a community platform users can ask questions related to security or safety and communicate with residents in the same region and experts from security companies

  1. Vision

This business is exciting as it is an unprecedented service in Tokyo. Taking taxi is low in demand due to its high cost; however, our service can save people’s budget by sharing a bus. As a result, it improves working environment for female workers and compensate existing company welfare system.

Our vision is to expand our service nationwide by making a contract with major bus company in each city by next 10 years. We assure that more and more Japanese women can enter the workforce by offering a job. Also, we will collaborate with Ministry of Gender Equality and Family and get support from them. Our goal is to disrupt a big security company like SECOM (COCO-SECOM) and occupy the security market.

The first step towards achieving the vision is getting fund from organizations like Asia-Japan Women’s Resource Center (AJWRC).

  1. Functions

Functions

Details

Female-only

shuttle bus

service

  • A company female worker going home late at night can take a shuttle bus to her houses.
  • Her destination can be provided by company and the shuttle bus route will be offered according to the area where she lives in.
  • A female driver whose identification has been checked will drive her home.

Security talk

between

female and

experts

  • Through a community platform female users can ask questions, share   information related to security or communicate with other users and  experts from security companies anonymously.
  • ‘Like’ and ‘Comments’ functions will be provided just as social         networking sites, and the experts will be employed part-time.

Walking

home

safely

  • When the female walks home or gets off from the shuttle bus, the    app will monitor her in real time by GPS.
  • Once she is deviated from the designed route, the APP will alert her   family and friends she added.
  • If she goes too far away from the route, then the APP will call the   police automatically.

  1. Uniqueness of the Service/Product and Business model

Uniqueness

Details

Cooperation

It seeks for cooperation with several companies which will provide female workers for welfare of the shuttle bus service.

Online-offline

It provides an online APP but at the same time offline shuttle bus service.

Technology

The usage of GPS, GOOGLE MAPS and alerting system will detect whether the female is walking safely.

Communication

IV  MARKETING PLAN

  1. Targeted group:
  • Our targeted group mainly focuses on young female from 20 to 25 who go to the night club, as well as female workers from 25 to 35 who stay up late for work and attend the  business dinner after work, going home late at night.
  • When the platform gets completed in the future, we can promote our platform nationwide.
  1. Marketing Background:

According to the article by the famous security service company SECOM, female in their 20s, 30s and 40s who have to go back home late at night feel insecure and anxious all the time in their daily life. And, SECOM estimated that the violent crime which occurred to young women frequently these days is one of the reasons for this. For example, it is estimated that Tokyo has the highest rate of female sexual crime of all prefectures in Japan. Under these circumstances, the assurance of female safety should be put onto agenda as quickly as possible. However, few companies have offered specific security services to this group of customers so far. Namely, there do not exist many competitors in this niche market.

  1. Survey Analysis:  

Our team surveyed 30 young female (from age 19 to 33) in Shibuya, Asakusa and Sumida the results are following:

  • Almost everyone (99%) feels insecure living alone in Tokyo. (One person said that having good relationships with her neighbors makes her feel secure)
  • 21 people (70%) answered that they do not take any action because they don’t know how.
  • About 50% of people answered that they only know the name of SECOM and among them they do not use it because of the high price.
  • 23 out of 30 (76%) people regard it interesting to use a “GOING HOME SAFELY” APP, whose willing prices range from 100 yen to 1000 yen per month.

  1. How old are you?
  2. Do you live alone in Tokyo?
  3. If you do, do you feel insecure going back home late alone in Tokyo? If not, do you think people going back home late alone in Tokyo will feel insecure?
  4. What kind of actions do you take to prevent insecurity?
  5. Do you know the SECOM system? If you do, do you use the service?
  6. Would you like to use the APP for female security for going home safely?
  7. Do you think you have close relationship with some other females who feel insecure the same as you do? Do you want to build up the relationship with them?
  8. Do you think it will be more convenient and efficient if experts can give advice to your safety problems online?
  1. Customer analysis:
  • It is estimated that the early-adopters of our service are office ladies from investment banks, consulting firms and so forth.

IV  MARKETING STRATEGY

  • It provides one month trial version. Users should share the APP to other people and persuade others to register our APP, then users can use the APP for free for one month.
  • Pay for the advertisements in APP Store recommending list in iOS system and Android system.
  • Release information and advertisements on female websites and magazines.
  • Cooperate with investment banks and consulting firms who can provide their female workers with welfare of going home safely by our shuttle bus.
  • Send permission-email to certain groups of customers.

IV  COMPETITION ANALYSE

  1. SWOT analysis

Strength

  1. Cooperation with companies: Companies can provide their female workers with welfare of going home safely by shuttle bus. Female workers who have to stay up late at night don’t have to wait or call an expensive taxi, bus or subway. The shuttle bus will be more convenient. Plus, our shuttle bus system only employs female drivers, which will be safer compared with male drivers.
  2. Convenience of acquiring knowledge about security: online part-time security experts will answers questions or give advice to users so that users don’t have to search for unprofessional information on the internet.
  3. Establishment of relationship: Female who share the same security problems can chat and make friends within the community anonymously.

Weakness

  1. The demands of different customers vary greatly from each other. Sometimes the schedule of customers could be highly flexible, which is not easy to manage.

Opportunity

1)  Many so-called competitors are not targeted at female, or their services are provided only in case of emergency.

2)  The concept of sharing economy is increasingly popular because it enhances efficiency.

Threat

  1. Some companies might have company cars to send female back home.
  2. Since in TOKYO, there does not exist the same services, so it will take time for customers to get used to it.

  1. Competitors in the market
  • The Coco-Secom, which belongs to the famous security service company SECOM, has attracted 135,000 subscribers. Unlike cell phones equipped with GPS that merely provide alarm and location functions, Coco-Secom service can dispatch security guards almost everywhere around the clock with 2,100 emergency takeoff bases around the country. It also developed a tracking service that connects to integrated circuit tags using radio frequency identification technology as well as GPS. However, the targeted group of Coco-Secom is not female, which results in “non- pertinence”

 

Coco-Secom

Suiren

Relationships

Customers can only get in touch with the guard man in case of emergency, which is actually a kind of compensation instead of prevention.

Customers can improve relationships with female strangers in the online community.

Apart from that customers can also establish good connection with experts.

Functions

Locating  

Alarming

Dispatching emergency guard men.

These functions are too traditional compared with ours.

Providing shuttle bus service.

Indicating the shortest way to go home safely with alarming system after getting off from the shuttle bus.

Establishing communities.

Speed

The emergency service market is almost completed, so the speed of promotion will be lowered.

We apply the “from top to the bottom” pattern, which can change female’s habits more easily.

  • The GIRLS CHANNEL, a popular website in Japan, provides a chatting forum concerning interesting topics for female only. It is said that in the first week of release of the APP, GIRLS CHANNEL has attracted 106000 female users.

However, security topics only take up for a small part and female are more interested in gossips and other entertaining topics. Plus, users in GIRLS CHANEL have weak relationships with each other.

V  Financial Plan

[Company Name]

year

1

2

3

4

5

Cash Inflow

 

 

 

 

 

 

Sales Income(Downloading fee)

331935.4839

381725.8065

431350.1613

478798.679

526678.5469

Sales Income(Fund)

48387.09677

58064.51613

72580.64516

83467.74194

90145.16129

Revenue by advertisement

36290.32258

60483.87097

72580.64516

72580.64516

72580.64516

Total Inflow

380322.5806

500274.1935

576511.4516

634847.0661

689404.3534

Cash Outflow

 

 

 

 

 

 

Payment for online marketing

190161.2903

200109.6774

172953.4355

158711.7665

137880.8707

Payment for off-line marketing

48387.09677

72580.64516

72580.64516

96774.19355

96774.19355

Payment for salary

62211.98157

82949.30876

96774.19355

96774.19355

135483.871

Payment for taxes

90897.09677

119565.5323

137786.2369

151728.4488

164767.6405

Purchase Non-current Assets

9677.419355

2903.225806

2903.225806

4064.516129

4877.419355

Payment for Server

13311.36

13311.36

15973.632

19168.3584

23002.03008

Payment for Office

29032.25806

29032.25806

29032.25806

29032.25806

34838.70968

Payment for App Development

20000

0

0

0

0

Total Outflow

443678.5029

520452.0075

528003.627

556253.735

597624.7348

Net Cash Flow

-63355.92221

-20177.81392

48507.82461

78593.3311

91779.61862

Cash Position at the End

-63355.92221

-83533.73613

-35025.91152

43567.41959

135347.0382

 

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