Business Proposal

Table of Contents

Introduction................................................................................................................................2

Safety Culture mission and products.........................................................................................2

Products of SafetyCulture:.....................................................................................................3

Strategy..................................................................................................................................3

Value proposition.......................................................................................................................3

Sustainable competitive advantages...........................................................................................4

Developing capabilities..............................................................................................................5

Demonstration of innovative thinking process..........................................................................6

Conclusion.................................................................................................................................7

References ……………………………………………………………………………………8
Business Proposal

Introduction

Safety culture was founded in 2004 by Luke Anear which is an iAuditor app that simplifies
the auditing process to effectively manage safety and quality at workplace. It is a huge
platform that has been used for more than 50 million inspections that gives users capacity and
authentication to build inspection forms by using their prebuilt checklists, converting your
existing checklists or creating brand new ones. In addition to the web platform, iAuditor also
provides safety and quality standards by collecting data consistently, standardizing operations
and sending reports.

The app generates report by producing reports of key metrics by tracking performance and
uncovering areas for improvement. With the increase fierce competition that requires constant
business innovation to create a strategic position in the market using product or process
innovation[ CITATION Kun181 \l 1033 ].

Some indicators to measure sustainable competitive advantage in the long run are the ability
of business to provide product uniqueness, product quality and innovation surpassing their
competitors[ CITATION Sri13 \l 1033 ]. Information technology is changing the dynamics of
business operations by developing the strategic position by optimizing and controlling the
business operations for smooth decision making.

The aim of the research proposal is to propose a new product for safety culture that’s aligns
with their mission and provides sustainable competitive advantage.

Safety Culture mission and products

The mission of safety culture is to offer innovative low- cost mobile first products that
empower users to work in safer and higher quality workplaces around the world.
The mission statement for SafetyCulture is as follows.
“Our mission is to help companies achieve safer and higher quality workplaces
all around the world through innovative, low-cost mobile first products.”
(SafetyCulture, 2022)
Business Proposal

Products of SafetyCulture:
 iAuditor
 EdApp
 Sensors and wireless monitoring systems
Strategy
The main strategy to achieve its mission, SafetyCulture focuses on strategies as per below:
 Digitize the way you work
 Share and retain knowledge
 Shape operations for the better

The flagship product which is iAuditor provides safety and quality standards by collecting
data consistently, standardizing operations and sending reports. It is used by more than
25,000 businesses globally across all industries for safety, quality control and operations that
captures real time data to instantly identify missed inspections and rapidly mitigate risks.

Value proposition for Incremental Product feature

Business innovation is vital for the survival of businesses by understanding the target market
awareness of the technological advancement and their potential resistance[ CITATION
Mah19 \l 1033 ]. However, innovations are not intentionally developed to address the market
gap rather it is an inevitable technology push in form of research and development and to
main business sustain in the competitive world. With the appropriate business model
accompanied with technological innovation, businesses can optimize maximum customer
satisfaction and market value.

The value proposition offered by SafetyCulture has focused on safety as the core component
of brand reputation through iAuditor app that simplifies the auditing process to effectively
manage safety and quality at workplace. However, incremental innovation focuses on
upgrading the existing value preposition by adding novelty to the existing product offering.
To create a further value preposition, I will propose safety culture to have One-in- all auditing
and inspection platform to monitor food safety and quality standards with efficient mobile
Business Proposal

inspections by identifying recurring mistakes or risks with advanced analytics and track
resolution on interactive platform. With the food safety audits, process and quality reviews by
using advanced technology and artificial intelligence. With the advent of Covid 19,
companies are facing production schedule disruptions, supply chain interruptions, volatile
swings in demand, and potential worker shortages and that requires immediate food safety
practices backed up by independent audits.

Figure 1: dummy business model design

Sustainable competitive advantages with new product feature

The global food and beverage industry is expected to grow from $5,817.4 billion in 2021 to
$6,383.49 billion in 2022 at a compound annual growth rate (CAGR) of 9.7%[ CITATION
Foo22 \l 1033 ]. The emerging trends has led to the immense pressure to match consumer
demands by adhering legal framework for safety standards. With continuous technological
innovation in the food industry with the increasing deman d for consumer second party audits
and their party audits, onsite evaluations and emote government inspections has become
obsolete over virtual auditing platform. This changed dramatically in 2020, when the
COVID-19 pandemic spurred social distancing laws and employee protection measures,
which restricted visitors (including auditors and inspectors) from manufacturing sites. This
situation sparked broad adoption of remote alternatives, and third-party auditing firms,
Business Proposal

clients, and government regulators soon rose to the challenge and discovered ways to work
around the constraints[ CITATION Whi22 \l 1033 ].

With recent development in Information and Communication Technology (ICT) and novel
approaches to auditing have enabled positive strides in the field of remote audits. The larger
question remains: Will these advances serve as sustainable solutions to help virtual audits and
inspections gain equivalency to traditional onsite formats? To answer that question, it is
imperative to understand the technological advances that are being developed and the positive
and negative consequences for continuing with a remote format.

Below are the features that will make a business model for SafetyCulture transformative:
1. Personalisation: Personalisation helps the aviation enhance the customer experience
which is a customer centric approach to trigger long lasting changes in customer habits,
expectations and decisions[ CITATION Lon19 \l 1033 ].
2. Assets Sharing: Business innovations thrive because they make it easier to share
valuable goods. At times, assets may be swapped across a supply chain. Sharing is
frequently accomplished through two-sided markets that benefit both participants third
party and the customer. For instance, at safety culture currently Premium subscriptions
are $19 per user per month if paid annually, and $24 per user per month if paid monthly.
3. Collaborative Ecosystem: To attain sustainable competitive advantage, information
technology companies must collaborate across a broader ecosystem of business and IT
Business Proposal

partners, including business units, alliance partners, corporate IT, system and service
integrators, and other vendors.
4. Usage-based Pricing: Usage based pricing gives the opportunity for companies to
analyse their predictable revenue stream with the right strategy at the right time. it
provides flexibility in offering convenience and affordability[ CITATION Bal10 \l 1033 ].

Developing capabilities for SafetyCulture for incremental innovation

Food safety audits are largely driven by technology which requires high skills and
capabilities to have a real impact on the overall audit. Alongside technology, the movement
towards using trend analysis that are driven by smarter and risk assessment process, instead
of traditional format of checklists and ticking the boxes. Innovation in food and safety
business would benefit the company, third party and the consumer with real assessment of
risks and trust that food adhere to all safety standards and legal framework. To create a
further value preposition, I will propose safety culture to have One-in- all auditing and
inspection platform to monitor food safety and quality standards with efficient mobile
inspections by identifying recurring mistakes or risks with advanced analytics and track
resolution on interactive platform to achieve cost leadership (figure 3) over their competitors
in two ways which are as follows-

1. Increasing earnings by lowering costs while maintaining industry-standard pricing.

2. Increasing market share by offering lower prices and sustainable competitive
advantages.
Business Proposal

Figure 3

With the food safety audits, process and quality reviews by using advanced technology and
artificial intelligence. Safety culture must introduce a food control system within the
application iAuditor with appropriate legal and policy instruments with qualified human
resources, sound institutional frameworks, financial assets, equipment, and infrastructure
(including access to laboratories). The audit must qualify in managing food safety hazards,
fraud concerns, developing risks, and crises. This activity involves oversight and inspection
of Food Business Operators (FBOs), data collection techniques that help to better understand
the food chain, and food safety emergency preparedness and management programmes.
Business Proposal

Innovative thinking process behind new product feature

With increased severe competition, continuous business innovation is required to establish a

strategic position in the market through product or process innovation (Kuncoro & Suriani,
2018). The ability of a business to supply product uniqueness, product quality, and innovation
that outperforms its competitors are some markers to measure long-term competitive
advantage (Srivastava, Franklin, & Martinette, 2013). Information technology is altering the
dynamics of business operations by enhancing strategic positioning and optimising and
regulating corporate processes to allow for more efficient decision-making. ISO 22000 and
most audit schemes has included the mandate to enhance their food safety management
system on a regular basis (FSMS). Safety culture must introduce remote virtually enabled
food safety audits to position their products in the market. This tool will contain video
livestream technology, high-resolution 360° video cameras, GPS, and are directed by
professional auditors from a remote location. It also feature livestream or phone interviews
with remote employees, surveys, and a text messaging helpline. It will cover areas such as
food safety management system, storage, food preparation, facility design, waste
management and employee safety.

With the help of innovation genome that identifies four different methods of innovation
which are create, control, collaborate and compete which are applied for technological
innovation within the organisation as-

Create- Safety culture can employ Sensors, DNA testing, artificial intelligence, drones, and
satellite imaging to capture data (visual pictures, scents, gases, and other measures) that will
be sent into digital platforms that will do predictive analytics and machine learning to
automatically evaluate food safety systems.

Collaborate- Vision technology is the technological business innovation in the food and
safety audit that ensures that the actions taking place on the shop floor accurately reflect what
is specified in the food safety programme, and that employees are correctly completing and
recording these tasks. For any remote auditor, vision ICT, with or without augmented reality,
has become an indispensable tool. It can take the form of viewing operations via wearable
Business Proposal

video systems, accessing the facility's video camera system, or video chatting by smartphone
or tablet. It gives the auditor from the remote location real-time video and audio via live
streaming[ CITATION Whi22 \l 1033 ].

Innovation Genome

Control- The importance of food safety audits for consumers as well as business owners,
safety culture can build a food safety software that contains prebuilt audit and inspection
checklists for various compliances. It also offers free templates to save time on audit
preparation and other paperwork. Initially, the software can be used in the following sectors
(figure 3).

Compete- Safety culture must introduce remote virtually enabled food safety audits to
position their products in the market and attain sustainable competitive advantages.
Business Proposal

Figure 3: Sectors where the safety culture software can be used.

Conclusion

Safety culture iAuditor provides safety and quality standards by collecting data consistently,
standardizing operations and sending reports. The app generates report by producing reports
of key metrics by tracking performance and uncovering areas for improvement. Food safety
audits are mostly driven by technology, which necessitates a high level of expertise and
competencies in order to have a significant impact on the overall audit. To create a further
value preposition, safety culture can invest in incremental innovation by proposing One-in-
all auditing and inspection platform to monitor food safety and quality standards with
efficient mobile inspections by identifying recurring mistakes or risks with advanced
analytics and track resolution on interactive platform to achieve cost leadership and
sustainable competitive advantage.
Business Proposal

References

Kuncoro, W., & Suriani, W. O. (2018, September). Achieving sustainable competitive

advantage through product innovation and market driving. Asia Pacific Management
Review, 23(3), 186-192.
Srivastava, M., Franklin, A., & Martinette, L. (2013). Building a Sustainable Competitive
Advantage. Journal of Technology Management and Innovation, 8(2), 47-60.
Mahdavimazdeh, H., Falkenberg, L., & Stackhouse, M. (2019, February). The innovation
value canvas: A guide to defining value propositions and target customers for
commercialization of technological innovations. International Journal of Innovation
Management, 24(3).
Food And Beverages Global Market Report 2022 . (2022). Retrieved from The Business
Research Company: https://www.thebusinessresearchcompany.com/report/food-and-
beverages-global-market-report
White, W. (2022, April 18). Advanced Technology for Improving Virtual Audits and
Inspections . Retrieved from https://www.food-safety.com/articles/7661-advanced-
technology-for-improving-virtual-audits-and-inspections
Lonergan, J. (2019, August 9). A deep dive on how airlines can use personalization to win the
next generation of travelers.
Bala, R. a. (2010). Usage-based pricing of software services under competition. ournal of
Revenue and Pricing Management J Revenue Pricing Management, 9(3), 204-216.