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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Sukhkriti Mehta
NetID Smeh665
Group Number: 291
Website Link: http://infosysgroup291.blogspot.co.nz
Tutorial Details
Tutor: Day: Time:
Yvonne Wong Sunday 11 am
Time Spent on
Assignment:
20 hours Word Count: 1757

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FOR PETS SAKE (FPS)
INTRODUCTION
It is our civic duty to speak for those who can not speak for themselves. Facilities such as the
SPCA and Humane Society have pens which are overpopulated with animals in need. The
SPCA alone receive 60,000 animals through their doors and 14,000 animal welfare
complaints, with many requiring return or follow-up visits. A reasonable and fun solution
for this problem is if we get more households to adopt animals from these places so that
there is less pressure put on the foundations and the animals can also have a greater value
of life and provide and gain companionship, happiness and friendship to and from our
customers.
3. BUSINESS SECTION
3.1 Vision
To provide the best and most straightforward application to ensure the longterm welfare of
all animals.
3.2 Industry Analysis: Pet Adoption Application Industry
Force: High/Low: Justification:
Buyer power: High Buyers do not influence price as the service is
free. They may however, have an issue with the
quality which could influnce the sale
(download/use) especially in the dynamic
applications marketplace. (Hubbard, G. (2004).
Supplier power: High Would be other Non-Profit organisations such as
the SPCA as they get the rescue animals or even
the government. They have high power as they
are few in the industry and have most of the

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means. (Ministries for Primary Industries, 1999)
Threat of new entrants: Low There are low start up costs to make applications
over the internet and could be easily done as
there are already other companies who can make
the applications for you. (Johnson, G., Scholes, K.
and Whittington, R., 2005)
Threat of substitutes: Low The other substitute are quizes on the internet
but there is no follow up research and matching
especially in New Zealand. Also profiles already
set up by SPCA/Humane Society which customers
and contact directly. (NZSPCA, 2009).
Rivalry among existing
competitors:
Low There are no existing competitors in New
Zealand.
Overall attractiveness of the industry: It is quite an attractive industry because there are no
other apps or services like this in New Zealand at the current time so rivalry is low, start up
costs are low and there is room to make a difference.
3.3 Customers and Thei r Needs
Our general demographic will be those of mostly adults who are actively willing to and are
able to house a pet animal in the longrun, those living alone, with a spouse or even have
families. The SPCA Audit (2011) shows that 68% of households in New Zealand in 2011 had
some kind of pet. Our demographic would be the remaining 32% and overlapping the 68%
wanting to adopt another one. A quick service that will provide a well researched and
calculated way to find a pet that will be good for their lifestyle is their need. We do the hard
work (research and matching), not them.
3.4 The Product and Service

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Our Pet Adoption App, finding the right pet will be at our customers fingertips. The app will
be made for iOS, Android and Windows phones also to range out to all smartphone users.
With our profile integrated database, customers will be able to enter their requirements
into their personal profile and we will generate a match from our database of animals who
could be their potential pet. This profile system will ask many interesting lifestyle questions,
how much time they can spend on the pet, their personality traits etc and our app will
generate a match using the programmed algorithm to find a list of potential pets which
inherit the characteristics and traits that are desired by the customer. They will then be able
to browse through their options and decide which pets are more suitable for them and they
like. They can then either go and see the different animals or choose one and get it
delivered to their home to make it easier for our busy customers who do not have time to
go to shelters.
3.5 Suppliers and Partners
The SPCA NZ and our app will work closely together as they will provide the information for
pets to our database. They are also one of the largest animal welfare foundations in NZ and
globally also. As I mentioned before, nationwide anually the SPCA recieves 60,000 animals
and 14,000 other complaints that need to be followed up. The specialists at the SPCA will
create a consise and accurate profile for the animals and upload it to our database which
will then be matched with the profiles that our customers have put in. It is important to
have the SPCA as a partner/supplier as they are the ones who actually have the animals who
need to be adopted and they play a huge part in the whole process of adoption.
Appery IO is one of the worlds leading app designing companies in the world. As our main
product/service is an app we need the expertise and help of these professional app
designers/company. Their website highlights that they help in developing cloud based
systems for enterprises which is useful as our database will be needed to stored on a cloud
based system so customers and workers are able to see the same information. Coding is in
their service which means that we will not have to hire individuals to do this, which will
streamline the process. The company has a great reputation (it has been labeled no. 1 on

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social media website Mashable for Platforms of building apps), their expertise and
knowledge will streamline the process of developing the app.
3.6 Strategy: Cost Leadership
As research shows from the SPCA Audit (2011) 68% of people have some sort of pet in their
household. As our targer customer is anyone who is able to adopt and take care of a pet,
this includes both people who already have a pet and those who do not. Exceptions of those
who have allergies/do not like animals are there but we assume this is a small part of the
New Zealand household population. Also as the app is available to all platforms of
smartphones (iOS, Android, Windows) to optimize users.
As a non-profit service, the app will be free.
The overall strategy is therefore Cost Leadership.
3.7 Value Chain Activity: Marketing and Sales
The most important value chain activity for this business is Marketing and Sales.
As this is mainly a service as opposed to a product itself, the logistics and operations part of
the Value chain do not really apply. As there are already so many apps in the world,
Marketing and Sales is the most important part as it creates awareness of the existance of
our service to the target market/population, and the state of the animals in need and the
fact that it is free, which would intreige the customers into wanting to participate. As
awareness of the issue is being created, more people will get involved to help which will
help us to achieve our vision.
3.8 Business Processes
3.8.1. TECHNOLOGY DEVELOPMENT (R&D)
This is important to create an innovative and straight forward app which provides results.
Thorough research and development of the application and algorithm of matching needs to
be conducted.


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3.8.2. CUSTOMER FEEDBACK
It is important to keep in touch with our customers to follow up with their adoption to
ensure the longterm welfare of the animal. As an application in the dynamic market,
changes will be needed to keep the customers interested, their feedback is crucial for the
enhancement of the application and the adoption process.
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3.9 Functionalities
3.9.1. TECHNOLOGY DEVELOPMENT PROCESS
Most straightforward app interface.
Will provide accurate matches as the algorithms and research is done to
ensure longterm welfare of animals.
3.9.2. CUSTOMER FEEDBACK PROCESS
Provide support for customers who are having trouble with their pets.
Make enhancements and be able to give updates to solve issues suggested by
customers.
3.10 Systems

3.10. 1. SUPPLY CHAIN MANAGEMENT SYSTEM - SCM is important as it helps the end product
be the best it can be. To achieve the most straightforward app interface we need to use
information integration systems such as SAP SCM to make sure the process of first going on
to the app and receiving your pet is streamlined, personalities match, and the welfare of the
animal is long term.
3.10. 2. COLLABORATI ON SYSTEM Collaboration systems will make sure that the research
being done and the results being obtained are seen by all people involved. A knowledge
management system will classify, evaluate, retrieve, share (etc.) information and will be
able to apply the algorithm to provide an accurate match/options for the customer to
ensure success and efficiency.
3.10. 3. CUSTOMER RELATIONSHI P MANAGEMENT SYSTEM CRM is important to keep up with
the dynamic marketplace of apps and enhancing our service. Customer service/Contact CRM
enables us to get feedback at our call centers (to provide an support to customers having
troubles with their pets) and help maintain customer contact information and will identify
prospective customers for future sales (making enhancements suggested by current
customers to inscrease satisfaction).
.

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3.11. Summary Table: Value Chain to Systems

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


Marketing
and Sales
1. Technology
development
(Research and
Development)
1. Most straightforward App interface.

2. Will provide accurate matches as the
algorithms and research is done to ensure
longterm welfare of animals.
Information Integration
System

Knowledge Management
System
Supply Chain Management
System


Collaboration System

2. Customer
Feedback
Process
1. Provide support for customers who are
having trouble with their pets.

2. Make enhancements and be able to give
updates to solve issues suggested by
customers.
Customer Service CRM
System


Contact CRM System


Customer relationship
management system

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CONCLUSION
We aim to speak for those who can not speak for themselves, and through organisation of
business process/systems and overall IS/IT our vision of creating the best and most
strightforward app to ensre the longterm welfare of animals will be possible.
REFERENCES

1. Hubbard, G. (2004). Strategic Management: Thinking, Analysis & Action (2nd
edition), Chapter 3. Frenchs Forest, Pearson Prentice Hall

2. Johnson, G., Scholes, K. and Whittington, R. (2005). Exploring corporate strategy (7th
edition), England: Pearson Education Limited
3. (1999). Animal Welfare Act 1999 No 142), Public Act 141 Duties of approved
organisation New Zealand Legislation. New Zealand. Ministries for Primary
Industries.

http://www.legislation.govt.nz/act/public/1999/0142/latest/DLM51277.html
4. Royal NZSPCA (2009) About the Royal NZ SPCA.

http://rnzspca.org.nz/about/about-us/about-the-royal-nz-spca
5. NZ SPCA (2011). The Great Animal Audit. Retrieved from

http://www.spca.org.nz/files/documents/shop/AnimalsVoice/WEBSITE%20AV
%20AUDIT.pdf