Vision: Creating a safer and more convenient environment for city employees
The advancement in technology has changed the scope of operations in the motor vehicle industry. The introduction of auto drives and other innovations like carpooling are some of the innovations which have been crucial in minimizing the transportation challenges that individuals face on a daily basis not only in New Zealand but in the globe as a whole. One of the core objectives of new business innovations related to the motor vehicle sector is not only to enhance the security of the users but also improve their comfort and convenience (Bentley & Whitten, 2009).
This therefore implies that a new business idea ought to be one that adequately addresses the common challenges in the industry which include accidents, traffic congestion, convenience and comfort just to mention but few. Despite the many innovations, it is a fact worth noting that challenges associated with traffic congestions in major towns and occurrence of accidents remain common phenomena in the country and its environs. The proposed business idea shall therefore maintain its focus on dealing with the noted challenges while improving the quality of consumer experiences. Due to the increasing population in major cities in New Zealand with minimal government control measures in place, movement of people especially in the busy central business areas has been a challenge.
The increase in population has not only reduced convenience levels and distracted access to vital locations but has also made both the road users and pedestrians vulnerable to accidents. Consequently, workers in the central business districts take a lot of time to access restaurants in search of fast foods and beverages especially during the meal breaks which in most cases are often short (Stone, 2015). Due to the demanding working hours, it would be essential for employees in various city companies to experience convenience by timely accessing their meals. To make matters worse, the increase in number of vehicles in the country has led to both traffic challenges and pollution. The proposed business idea intends to take advantage of the opportunity above.
The main idea is the introduction of computer operated auto vehicles capable of delivering fast foods and beverages to clients on order right at their door steps (Bhattacherjee, 2010). The business shall be called “One-Touch Servers”. The reception of orders, making of payments and control of deliveries shall be manipulated from a central operating system which gives room for easy monitoring and evaluation. With my skills in business administration, computer technology, enterprise systems and vehicle technology, there is what it may take to enhance the feasibility of this idea. Its successful implementation would be an answered prayer to most city workers who go without food for long hours due to limited time and hindered access to restaurants.
1.1 Vision
The business venture intends to alter the experiences of every day city users not only by assuring them of the safety but also increasing convenience through timely deliveries. The idea is focused on saving the consumers the hustle of having to go for the products and service by bringing the services to them instead. In line with this the business’ vision statement is “To create a safer and convenient environment for busy city employees through timely deliveries using pollution free drone vehicles”
Mission: Enhancing safety and convenience through computer-operated delivery systems
1.2 Mission
The mission of One Touch is to explore the technology which is at the society’s disposal to enhance the safety and convenience of city employees through the introduction of computer regulated and environmentally friendly delivery systems
1.3 Values
The core values of the business idea are anchored on consumer satisfaction and improvement in the experience of the organization’s product and service users. To begin with, the business idea is keen on time management as this would be a crucial strategy towards customer retention and management of competition. The second value is consistent quality management. This involves ensuring that the products and services are offered to the clients based on strict quality standards as established by the organization’s management.
The third value is brand enhancement through proper marketing and effective consumer relations (Bidgoil, 2015). Finally, the business idea is keen on environmental conservation. The computer operated drone vehicles shall not use gas or normal petroleum as fuel but shall be propelled through an interface of both solar and electric energy. Each of these values are aimed at ensuring the implementation of the business idea serves to address the normal challenges in a society in a holistic manner with reference to social, political, economic and environmental factors.
1.4 Industry Sector
The business idea for One Touch is a mix of both the vehicle technology and the hospitality industries. While the form of delivery relies on the use of computer operated vehicles, the main elements of the idea comprise availing fast foods and beverages to clients at convenient and affordable rates. The technological innovation in this case shall therefore be used as a pathway through which the business organization can effectively link up with its clients. The idea is mainly aimed at building stable relationships between the organization and its base of clientele as this would be a sure step towards market dominance and good return on investment.
1.5 Products and services
The organization shall mainly deal in fast foods which include chicken curries, fresh fries, beverages, fresh fruit juices and pizza. The services include online and manual orders coupled with door to door deliveries. The company’s products, services and prices shall be hosted on its website. The website is to be made as user friendly and accessible as possible. The clients are to make their orders as well as the payments through an online based system before the deliveries are made to them using solar/electric powered computer operated vehicles which are fixed with trackers (Chesbrough, 2010).
1.6 Reason for choice of niche
This niche was settled on because of the opportunity that it presents in form of investment. The research outcomes reveal many individuals in busy cities in New Zealand have to endure poor feeding habits due to limited time and restricted access to restaurants. At the same time, the congestion levels in most of these locations have further aggravated the challenges. Consequently, this idea was picked on as it would not only be essential to the government in encouraging environmental conservation but shall offer reprieve to many city employees. The illustrations above make this venture a promising idea.
Core values: Time management, consistent quality, brand enhancement, and environmental conservation
1.7 Competitive advantage
The fact that mobile restaurants are not common especially in Wellington is one of the sources of competitive advantage. Most restaurants depend on the clients going for the products and services. This venture however takes the products and services right to their doorsteps which is not only convenient but time saving for the clients. Additionally, the vehicles used for delivery are environmentally friendly and unlikely to be affected by traffic congestions. The vehicles are convertible to low flying modes in case congestion is detected. The online control of operations is also efficient hence giving the venture a competitive edge.
Table 1: Table showing percentage of static and mobile restaurants in Wellington (Collings & Wood, 2009)
|
Restaurants in Wellington |
70% |
|
Mobile Restaurants |
30% |
2.0 Market Analysis
2.1 Economic and business environment
Graph 1: Trend in Wellington’s economic growth over the past 4 years (Wellington Annual Report, 2017)
This section focuses on the economic trends registered in Wellington within a span of three years from 2016 to the present state. It is a fact worth noting that the economic stability of a region has a special impact on the performance of a business venture. The research data indicates a steady improvement in the economic strength of the city over the past three years. The rise in stability could be attributed to advancement in technology which has since been incorporated into most business operations hence improving effectiveness in operations and better returns on investment. In addition, the infrastructural levels in the city are advanced which has increased mobility of goods, services and consumers which in return enhances business (Dubin, 2009). The New Zealand dollar has also improved in value hence making investment in the area a worthy risk to take.
Table 2: Wellington Economic Growth since 2015 to 2018 1st Qr (Economic Reports 2017)
|
Year |
2015 |
2016 |
2017 |
2018 1st Qr |
|
Percentage growth |
40% |
30% |
50% |
55% |
2.2 Trends providing opportunity
The increase in population in addition to the increase in the number of vehicles in the city has led to increased traffic congestions, noise and air pollution. This provides an opportunity which could be explored by the new business idea as it relies on computer manipulated vehicles which cannot only be converted to fly during traffic congestions but are also environmental
friendly since they rely on power and solar energy. On the other hand, the increase in population has increased the market scope in Wellington an aspect which could be explored by the new venture to enhance and maintain a stable market base.
Figure 2: Picture of traffic congestion in Wellington (Transport Sector Report, 2017)
The venture is to cover the Wellington CBD. For the initial stages, the business idea shall focus on meeting the consumer needs of city center employees. Once the project gains good ground, the scope shall expand to the outskirts of the city and other locations. Consequently, the business venture which is to start on a $500,000 capital targets an annual return of over 1.0million dollars based on an extensive coverage of the targeted niche.
2.4 Customers
The business idea targets the city center employees. The target audience shall not be restricted by any specific boundaries of age, gender and class. The consumer preferences shall however be used to determine the nature of products and services to be offered to the society. Based on the list of products and services highlighted above, the trends in consumption of these
Industry sector: A mix of vehicle technology and hospitality industries
services shall be monitored in order to establish the specific areas in which the market is likely to be livelier. The consumers shall therefore comprise the youths and elderly workers in most busy companies in Wellington City’s center (Edmiston, 2010). The work schedules in these companies are to be monitored in order to assist the organization identify the most convenient period for deliveries. The customers shall be invited into the company’s website where the orders and payments are to be made.
2.5 Source of Competition
The main source of competition shall be the already established restaurants which equally sell fruit juices and beverages. There are numerous restaurants in the city center dealing in fast foods and other products that shall be covered by the venture. The main difference in this case is that most of these restaurants do not provide mobile delivery service. This is the very opportunity that the venture intends to rely on to beat its competitors. Provision of quality services and enhancement of consumer experiences is one of the values of the company. This shall be achieved through automated deliveries to the clients based on their orders. The other possible source of competition would be companies using drones to make deliveries. Drones may be different from vehicles but still serve the same purpose where technology is harnessed to enhance unmanned mobility. This would majorly be the case if the drones are used to deliver the same goods and services to clients (Hope, 2009).
3.0 Sales and marketing
3.1 Market position and selling proposition
In the preliminary stages of the implementation of the project idea, the business shall adopt a low cost value market. This adoption shall however vary depending on the outcome of evaluation of the organization’s performance. The venture shall therefore seek to cover a smaller market niche. The expansion shall however be based on the performance of the venture hence a good performance is likely to lead a conversion into the adoption of a high cost value market.
The idea intends to reach as many clients as possible within a short period of time. In line with this the venture’s core selling proposition is to achieve maximum consumer satisfaction through price and product variation in addition to safe, convenient and timely deliveries.
3.2 Branding
One of the core objectives of the venture is to establish a strong brand. This would not only ensure a stable base of clients but would equally be crucially in supporting the sustainability of the innovation. Consequently, the branding strategy shall involve the desire to achieve uniqueness within the ever dynamic market through proper consumer services and quality products. The first step towards proper branding shall involve designing a logo for the company. The logo has to attractive and inclusive of the core values of the business. The second step shall be to pen down the brand messaging before integrating the brand in the core structure and culture of the organization (Johnason, 2009). Templates shall then be designed in order to create brand standards. To enhance consistency, there shall be the inevitable need to remain true to the brand.
Products and services: Fast foods, beverages, online and manual orders, door-to-door deliveries
3.3 Packaging
Product packaging is to be enhanced through the use of preservative and environmental friendly materials. The fruits juices and beverages shall be packed in disposable bottles. The fast foods shall also be packed in easy to carry disposable bags. The packaging needs to be in line with the government policies on environmental conservation an aspect which has been deeply observed while designing the packaging.
3.4 Consumers
The products shall be sold to company employees based on orders after which the deliveries shall be made to their doorsteps. The venture relies on auto tracking technology to link the client with the delivery vehicle. Apart from the various employees, other town dwellers are also able to access the services provided they make orders and indicate location.
3.5 Promotion
The main promotional ideas involve price and product variation. The products shall be diversified to meet the financial abilities of different kinds of consumers. In addition, discounts shall be offered to loyal consumers to enhance retention and market stability. Lastly, product and service position shall be incorporated as a strategy to increase brand awareness and enhance market presence (Johnson, 2010).
4.0 Business operations
The organization’s vision is to enhance consumer satisfaction and market stability through the delivery of efficient services and high quality products. In line with this, the business venture shall incorporate qualified and skilled personnel to oversee the various procedures and activities both within and the surrounding environment of the organization (Klerck, 2009). The team shall comprise a general management with heads in the financial, production and human resource departments. Selection and recruitment shall be based on merit to ensure the most qualified employees are brought into the company’s fold.
The organization shall have its premises located in central place within Wellington with a number of sub offices situated in different streets within the city. The subsidiaries shall be manned by branch managers. The company shall be mainly focused on delivery of goods. The process of production of fruit juices as well as the beverages shall be done by subcontractors. The subcontractors shall however be provided with the required production equipments to enhance the flow of activities and also reduce the operation costs.
The business idea relies on the use of computers to manage most of the operations. To begin with, the delivery vehicles shall be operated through computer systems. This idea shall not only increase the effectiveness of processes but shall be a key element in ensuring the achievement of the company’s core goals and objectives. At the same time, the reception of orders and payments shall be made online through the company’s website. The organization shall equally depend on this website to receive consumer feedbacks and use these responses to make the necessary adjustments on procedures (Klerck, 2009). To ensure smooth interaction between the organization and its clients, the venture intends to establish an accessible and user friendly
site with minimal congestion challenges. Most of the communication with the client shall be done through the website in addition to use of emails. On the other hand, the organization intends to increase its contact scope with the client through the use of mobile phones and other hand held gadgets (Mesly, 2017). Communication packaging in this case shall involve announcements on product prices, subsidiary locations and introduction of new products just to mention but few. The core objective in this case is to ensure enough awareness is created among the audience to enhance brand awareness.
Reason for choice of niche: Opportunity for investment
5.0 Knowledge management
Prior skills in business management in addition to computer skills shall be core knowledge bases for the successful implementation of the business idea. The additional experience in people management through numerous group activities shall also be essential when it comes to managing the human resource at the organization. In order to develop a stable organizational culture, there is need to ensure that knowledge is disseminated and effectively made available to the members of the organization. This shall be achieved through consistent training and exposure of the company employees on the core values of the organization in addition to other necessary skills (Motiwalla & Thomson, 2009).
Employee empowerment shall also be achieved through exhibitions and benchmarking. During these events, the key knowledge areas necessary for the successful operation of the company shall be presented to the employees. To ensure the effectiveness of the knowledge dissemination process, the employees shall be periodically monitored and their performances evaluated against the company’s standards. Reward and motivation shall therefore be pegged
employee performance progress. This strategy is intended to improve the employees’ commitment to learning the company values and staying true to the goals and objectives.
6.0 Summary and reflection
The business idea shall include the distribution of beverages, fruit juices and fast foods. The prior existence of other companies dealing in the line of products may act as a hindrance to achieving market stability. However, the technological innovation intended to drive the core processes in the business shall be the major determining factor in enhancing the demand for the products and services (O’Brien & Marakas, 2011). While other organizations may be providing similar products to people in Wellington city, not many of these organizations perform door-to-door deliveries. For the few that do, their methods have proven less convenient, costly and time consuming. This particular scenario shall be harnessed by the organization to gain a competitive niche.
The idea is to present the goods, in proper and attractive packages, to consumers not only through timely deliveries but also through a convenient and environmentally friendly approach. The incorporation of technology in regulating the major operations within the organization is another aspect which is likely to enhance its competitive advantage. The company shall rely on an online system of order reception and payment.
This provides a crucial platform for the business to consistently interact with its clients leading to good consumer relations. Furthermore, feedbacks, marketing and promotional strategies can be achieved from the same online platform which effectively reduces the cost the organization would have incurred if each of these strategies were to be implemented independently. The approaches above are aimed at maintaining One Touch’s competitive advantage.
7.0 Conclusion
The food and beverages industry continues to excel especially in the populous cities of New Zealand. In order to enhance a competitive niche, business ventures ought to explore the technology that is at the society’s disposal to enhance consumer experiences (Reagans & Zuckerman, 2011). This business idea incorporate both technological innovation and business management skills to come up with a strategy that shall see the needs of most busy employees in Wellington and its environs adequately met.
The rising levels of traffic congestion come as an advantage to the business idea which intends to employ the use of computer operated vehicles to make deliveries to clients. Based on the data derived from a case study of the trends in the city, the idea would be one of a kind in this environment. The high population levels are equally a source of market for the company’s products and services (Robert, 2011). With references to the market context, products and services as well as the management approaches to be used at One Touch Servers, it can eventually be projected that the business venture shall be successful.
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