ASSIGNMENT 4: TECHNOLOGY BASED IDEA BLUEPRINT

for
(STRAY AWARE APPLICATION)

Faculty : FACULTY OF COMPUTER SCIENCE AND

MATHEMATICAL (FSKM)

Program Code : CS253

Group : M3CS2535A

Course : TECHNOLOGY ENTREPRENEURSHIP

Semester : OCTOBER 2021 - FEBRUARY 2022

Group Members : Zaid Zubir Bin Mohd Ridzaluddin (2021102083)

: Natasha Binti Raus (2021100885)

: Nur Karima Binti Ahmad (2021120695)

Submitted to:
DR. ZULKEFLI BIN MUHAMAD HANAPIYAH

Submission Date:
8 –JULY- 2022
 FACULTY OF BUSINESS AND MANAGEMENT Total Marks
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

ASSIGNMENT 4: TECHNOLOGY BASED IDEA BLUEPRINT (30%)

TECHNOLOGY ENTREPRENEURSHIP (ENT600)
SEMESTER: OCTOBER 2021 – FEBRUARI 2022

DECLARATION
I hereby declare that the assignment is based on my work, is not copied from any other person's work (published or unpublished), except for
quotations and citations that have been duly acknowledged. I also declare that this assignment has not been previously or concurrently
submitted for credit, either at Universiti Teknologi MARA or elsewhere. I confirm that I have read and understood the Faculty and University
regulations on plagiarism.

FACULTY : FACULTY OF COMPUTER SCIENCE AND

GROUP : M3CS2535A
MATHEMATICAL
Declaration of
Student’s Name Student ID No. Submission Date
(Signature)

1. Zaid Zubir Bin Mohd Ridzaluddin

2. Natasha Binti Raus 1. 2021102083 8 JULY 2020
2. 2021100885
3. Nur Karima Binti Ahmad 3. 2021120695
Accepted by : DR. ZULKEFLI BIN MUHAMAD HANAPIYAH
Date :
 TABLE OF CONTENT

CONTENTS PAGE NUMBER

1.0 EXECUTIVE SUMMARY

2.0 PRODUCT OR SERVICE DESCRIPTION

3.0 TECHNOLOGY DESCRIPTION

4.0 MARKET ANALYSIS AND STRATEGIES

5.0 MANAGEMENT TEAM

6.0 FINANCIAL ESTIMATES

7.0 PROJECT MILESTONES

8.0 CONCLUSION

9.0 REFERENCES

10.0 APPENDICES
4. Market Research and Analysis

Marketing is any activity a business engages in to draw a target audience to its goods or
services through compelling messaging. In order to demonstrate product value, build
brand loyalty, and eventually boost sales, marketing seeks to provide standalone value
for prospects and customers through content (Forsey, 2022). Through this plan, it will
help the business determine the most effective ways to promote its products and
determine the ideal target market. The following is the objectives of the marketing of the
Stray Aware applications.

 To inform the market about the availability of an app where people can help
stray cats and dogs by uploading them online.
 To promote Stray Aware applications to all users around Malaysia

4.1 Customers

Stray Aware applications is suitable for cats and dogs’ lovers especially those
who are currently interested in adopting them. From the survey that has been done which
is involved 60 respondents, it shows that the respondents are 55% female and 48% male
(Figure 4.1.1) and mostly aged between 18 to 25 years. Followed by 26 to 30 with 35%,
4% of them are between the age of 31 to 35 while 3% are 35 and above. (Figure 4.1.2).
Since our product is an application, user just need to download the app on their phone in
order to use it and most people have mobile data and wi-fi connected on their phone
which is easier to use the application online.

The major users of this product will be animal lovers and the application is more
efficient in everywhere around the street in Malaysia since a lot of stray dogs and cats can
be found on the streets. The application will be very helpful since a lot of people seem to
have no clue what to do whenever they encounter any stray animals on the streets. Some
people intend to adopt but incapable to do due to some circumstances such as financially
unstable, adopt enough pets in their house, unwanted litter in their house and lack of time
 to take care of the pets. But most people would want to help these stray animals find their
own shelter and own house to live in with the rightful owner.

This product is easily reached and receptive because we sell this product online.
For those customers want to get this product, they can order through our official website
or they can get it directly from ‘Google Playstore’ or ‘App Store’.

4.2 Market Size and Trends

A company line's market size is determined by the total number of potential customers or
sales that can be generated from the target market. Our estimate of the startup market is
based on the number of people living in Johor Bahru as well as survey respondents. Johor
Bahru has about 802,489 people living there, according to the most recent statistics
(populationstat.com, n.d). In most cases, the market size is determined in years.
Therefore, the computations are as follows:

4.2.1 Price estimate calculation

No Components Price (RM)

1. Project management 5.00

TOTAL RM 5.00

The percentage of mark-up cost is 15%

Selling price = Mark-up +Cost per prototype
= (15% × RM5) + RM 5
=RM 5.75 per unit

4.2.2 The 3 years of the current total market

Number of total population in Johor Bahru = 1,065,341

Middle class people in Johor Bahru =
40/100 × 1,065,341= 426, 136.4
 From the total population, 1% is our potential customers.
= 1% × 426, 136.4
= 4261 customers

Average market size for Stray Aware app

= (“Stray Aware”) + (Top two pet finder in Malaysia)
=RM ( 5.75 + 5 + 10) / 3
=RM 7
Total Market Size = RM 7 × 4261
= RM 29,827

The demand market for Stray Aware within three years will increase. This may
because of many people nowadays like to make an adoption in the fastest way to reach the
information of adoptable pets. The minimum price that will be spend for our product only
RM 7, so as we can predict about each 1% of customer lived in Johor Bahru will attract
with our product. So the total market size for our product is about RM 29 827. Due to the
fact that this product is a result of our creation, it may potentially be profitable. As is
common knowledge, people today choose the simplest approach for completing tasks in
their everyday lives, particularly when looking for strays to adopt.
4.3 Competition and Competitive Edges

Product Stray Aware PetFinder

Image

Price RM5.75 RM10.00

Performance Stray Aware is a mobile Petfinder is an online, searchable

application of searchable database database of animals who need
of stray cats and dogs who need homes. It is also a directory of
homes and its own owner. The nearly 11,000 animal shelters and
application only available in adoption organizations across the
Malaysia. U.S., Canada and Mexico.
Organizations maintain their own
home pages and available-pet
databases.

Strengths - Users allow to upload the - The app allows users to find
picture of the stray and various pets such as cat,
notify other users so that dog, rabbit, fish, bird,
they can see the stray that horse and furry pets.
- Each shelter and rescue
 is available for them group will update the list
- User can adopt or retrieve of adoptable pets daily.
them from their last seen - All the adoption groups that
place list their pets on Petfinder
- Users can look up stray cats have been carefully
and dogs near you screened.
- Users allow to check the
availability of the stray

Weakness - The application usage not - No information in Petfinder

widely for international is guaranteed. Petfinder is
usage. only a directory of
- Submitting an adoption homeless pets and pet
inquiry does not guarantee adoption organizations
that the pet you’ve - Submitting an adoption
inquired about will still be inquiry does not guarantee
available. that the pet you’ve
inquired about will still be
available.

4.4 Estimate Market Share and Sales

Product/service Market Share and Sales

Year 1 Year 2 Year 3

10% 12% 15%

Market share (%)

Total sales in units 519 622 778

 Total sales in RM 2982.7 3579.24 4474.05

Total Market Share (first year)

• 10% x market size
• 10% x RM 29,827= RM 2982.7
• RM 2982.7/ RM276.00 = 519 units

Total Market Share (second year)

• 12% x market size
• 12% x RM 29,827= RM 3579.24
• RM 3579.24 / RM 5.75= 622 units

Total Market Share (third year)

• 15% x market size
• 15% x RM 29,827 = RM 4474.05
• RM 4474.05 / RM 5.75=778 units

4.5 Marketing Strategy

4.5.1 Overall Marketing Strategy

A company's overall plan for reaching out to potential customers and

converting them into buyers of their goods or services is referred to as a
marketing strategy. The value proposition of the business, critical brand
messages, information on target customer demographics, and other important
components are all included in a marketing plan (Barone, 2022). In order to
ensure that our product fits the market, we will do all in our power to attract
customers' attention and interest in it. Before we launch our new product, plans
and strategies are vitally critical measures that must be addressed carefully. We
must comprehend the requirements and preferences of our clients. Therefore, it
 needs to be thoroughly developed and organised, including the product
description, instructions for usage, advantages, and so forth. As a result, buyers
will be interested in and buy our product. To strengthen our company's marketing
plan, the group members will routinely gather and have discussions. In addition,
marketing strategy is crucial for achieving our corporate objectives.

4.5.2 Pricing

We will ensure that the product pricing is the most competitive,

reasonable, and cheap on the market. The selling price of Stray Aware application
is RM 5. The product price will thereafter be fixed, regardless of any
advancements in technology or the locations where it is marketed.

4.5.3 Sales Tactic

In this sales tactic we will use a mobile application distribution platform for our
product distributor to increase our product’s sales. Using the distributor platform
is the easiest and quickest way to earn a lot of sales since it will expand more
acknowledgement toward our product.

4.5.4 Service and warranty policy

The application does not require any warranty, however customers can
make feedback on our website or through “Google Playstore/ App Store”.
Customers may lodge a complaint or provide feedback to the firm directly if the
product has any issues, failures, or malfunctions as long as they provide specific
details and convincing evidence. We'll make sure to provide the greatest services
possible to the client and ensure their complete satisfaction with our offerings.
Additionally, customers can consult our website for further instructions. We will
do our best to answer any questions or comments as quickly as we can.
 4.5.5 Advertising and promotions

We'll utilise a commercial tone while marketing and advertising our goods. We'll
employ a few channels that are popular in the present day for our online presence,
including social media (Facebook, Instagram, TikTok and Twitter) and our
official website (Stray Aware). The best method for people to recognise our goods
is on YouTube, where we will also promote using a short video clip ad. Every
single detail regarding our product, including any special offers, will be routinely
updated throughout all social media platforms. The advertising and marketing will
be handled by trained personnel. The next step is to prepare and offer a banner
and sign board to promote our product. To get people to recognise Stray Aware
and be interested in buying it, we will utilise every available means to advertise it
as much as we can.

4.5.6 Distribution
We will distribute our products to the mobile app distribution platform which are
Apple App Store for iPhone users (iOS) and Google Play for android users.
Besides that, if customers would like to directly deal with us, they can also visit
our website to get the products and contact our information for more details.

8. Conclusion

In conclusion, Stray Aware is an app that allows users to locate stray animals or
assist them in doing so. It is user-friendly, convenient, and beautifully built. Customers
are provided affordable costs, and they may find them virtually exclusively on the Google
Play and Apple App Store platforms for mobile distributors. The market has a strong
chance of fully commercialising Stray Aware. Indeed, Stray Aware is a product of an
innovative process. There has been a huge improvement between the pre-existing product
and Stray Aware using the most recent research combined with existing comparable
applications. We think that our product might assist a lot of abandoned animals on the
 streets locate their very own homes and legitimate adoptive parents. If action is not taken
right away, the overpopulation of stray animals may negatively impact other people. In
light of this, we are pleased to inform that Stray Aware has been able to provide refuge
and care for these stray animals while also helping to prevent Malaysia's animal
overpopulation. Everyone's situation will improve as a result.

References

Forsey, C. (2022, January 24). What is marketing, and what's its purpose? Retrieved July 5,
2022, from https://blog.hubspot.com/marketing/what-is-marketing

Johor Bahru, Malaysia population. (n.d.). Retrieved July 7, 2022, from

https://populationstat.com/malaysia/johor-bahru

Barone, A. (2022, June 13). What is a marketing strategy? Retrieved July 7, 2022, from
https://www.investopedia.com/terms/m/marketing-strategy.asp#:~:text=A%20marketing
%20strategy%20refers%20to,and%20other%20high%2Dlevel%20elements.
Appendices

Figure 4.1.1 Gender of the respondents

Figure 4.1.2 Age of the respondents