Job Application CalendarPresented to: Murray Milson

Presented by:Josh KernKen DixonAna Yanez

Maggie KubickaJose Gonzalez

Table of Contents2.2 PESTLE mission....................................................................................................................4

2.3 SWOT Analysis......................................................................................................................6

3.1 Macro Environment..............................................................................................................9

3.2 Market size and growth........................................................................................................9

Carlsen, J. (2014, March 24). Employee scheduling software. Retrieved from http://employee-scheduling-software-review.toptenreviews.com/.........................................................................26

Market Analysis | SBA.gov. (2014, January 1). Market Analysis | SBA.gov. Retrieved May 8, 2014, from http://www.sba.gov/content/market-analysis.............................................................26

Executive SummaryThe Job Application Calendar (JAC) provides a solution for businesses who have employees with flexible schedules and require a reliable platform to effectively communicate to its staff. Unexpected schedule changes can create friction between the employer and employees which can potentially hurt business operations and change the work environment for owners, management, and employees. JAC provides businesses structure and management and eliminate scheduling and communication issues.

JAC has identified the market trends, such as; an increased internet use around the world and an increase in the job scheduling software market. There is an excellent opportunity for JAC to capitalize on its services. JAC has identified its direct competitor as ShiftPlanning, Nimble, When I work, and TimeForge and the company will be creating a competitive advantage with the features, ease of use, convenience, and productivity. JAC’s offers its prices based on its competitors’ prices but with a 10% increase due to higher service quality and increase in feature offer JAC has surveyed small businesses in the Monterey Bay area to identify the ideal purchase price for these businesses. We receive excellent results from these businesses and some feedback as well.

JAC will spend several months prior to the August 31st implementation day to market its services, with several different marketing strategies, with an effort to create a solid clientele list. The company has designated 20% of its start-up expenses towards it’s marketing budget and contingencies. JAC projects nearly 140,000 subscriptions in the first year and nearly $165 million in sales. The company will break even within the first month of operations, after between 410 subscription sales of JAC's (premium 100+ employee plan) and 452 subscription sales of JAC's basic (< 10 employee plan). The breakeven point would be between $460,000 and $463,000 based on the ideal packages.

Root cause analysisIdentify the Root Cause(s) The main reason why a problem exists is because the lack of communication and coordination between employer and employee. The JAC system helps facilitate the communication between the employers and employees; and even employee on

employee communication. There have been many instances in which some employees may not be able to make it to work that day and need someone to cover a shift. The chat functionality on the JAC system can help communicate a solution to an issue like this. Another root cause includes those individuals with uncontrollable factors. For example, an employee might have an emergency, which causes for a short notice of absence. The JAC system can help facilitate the transition of requesting covering and switching shifts with another employee.

Recommend and Implement Solutions Implementing the JAC system can increase the communication between employers and employees when dealing with schedule changes. The JAC system can also help a business run more efficiently. The JAC system includes some valuable add-ons like the chat capability, so that employees can communicate with each other. Also, they can schedule time-off requests in case they have something planned in the future and even receive real time notifications when their schedule has changed, through different types of mobile devices. The JAC system is an all in one solution in order to prevent miscommunication in retail firms, healthcare, food service and entertainment from medium to large size retailers. It can help facilitate the communication and reduce the instances of labor issues from resulting lack of communication. JAC can also help boost the working environment within a firm, which will result in happier employers and employees.

PESTLE missionSome of the external factors of the software application industry have been analyzed using PESTLE analysis.

The software application industry is prone to governmental regulations of software being produced. Some of the economic factors that can affect the industry is the economic condition of small to medium sized business. If business do not have the capital to hire employees or purchase software as a method of their scheduling system, this could have significant impact on the industry. Also, the research and development spending is also subject to change as the rapid evolution of technology continues.

A social factor that was analyzed was the increase usage of mobile devices. Research has shown that worldwide shipments of tablets increased by 70% in 2013 and will increase 300% over the course of the next 5 years. Mobile devices is also estimated to grow 80% in the same period of 5 years.

Some of the technological factors include the increase in technological advancements, technological trends, innovation and constant updates. This basically come down for a firm in the industry to cope with the fast technological changes in the industry. Usually, every 6 months software updates and a change in mobile devices are being introduced at least every 6 months. Some of the legal factors are for firms to agree to terms and conditions of the software industry, increase in cyber security, and intellectual property rights law enforcement.

SWOT Analysis

JAC SWOTStrengths● Easy of use● Large selection of features● Provides structure &

management control● Help & Support

Weaknesses● Market follower● Requires skilled developers● High dependency on service● Requires device for access

Opportunities● Services are stable● Complex application software● Technological breakthroughs

(Platforms, features & speed)● Significant changes are

expected, when available

Excellent service will lead to consistent success

Creating a competitive advantages with its features & services

Threats● Further competition● Technological advances

(competitors)● Large start-up expenses

Eliminate the possibility for future competitors

Hiring the best developers / programmers

The strengths of JAC include the extensive features, easy-of-use, help & support,in addition to the services providing structure and support for the businesses. Some opportunities for the company include, complex and stable service, which will be difficult to replicate and reliable to the users. As a result, this will lead to excellent service and consistent sales. The weaknesses include the company’s high dependency of its services and the required expertise to develop the designed software. Once the service has been developed, this will create a competitive advantage with the features the service provides.

JAC’s threats will include the large start-up costs associated to programming and developing the company’s software. The major expense is due to hiring the programmers and developers. Additional threats will include the short life-span of technological and the future possibilities of technology in the future. JAC is capitalizing on the opportunities left by the existing competitors, but future competition is bound to arise. Hiring the best developers and retaining these employees is a vital asset for JAC to consider. By securing the greatest employees, it will eliminate the possibility of these

employees to work for the competition in the future. JAC wants to compensate its employees well and provide these employees with a long-term contact.

PIC and mission

Mission Statement

The Job Application Calendar (JAC) mission is to be a leader in employee scheduling systems to improve efficiency in businesses statewide.

Product Innovation CharterBackgroundJob Application Calendar (JAC) is an application, which allows businesses to provide employee schedules with an interactive system between the business and its employees. JAC uses a Business-to-Business model and provides businesses a simple scheduling system. The application is accessible through several types of medias, including; the individual business website and application. Many businesses have poor platforms, to post work schedules for its employees. Typically, businesses still utilize a pen and paper system to post employee work schedules prior to scheduled shifts.

FocusJAC’s technology-driven product, allows businesses to increase its customer service, by creating a simple and interactive system, which provides schedule alerts for the employees. The company’s strengths include several innovative features, and allow employees to operate their work schedule from anywhere. The application will clear up any scheduling confusion for many employees, in addition to providing a record for the businesses.

Goal-ObjectiveThe goal of JAC’s product is to eliminate primitive work schedules and reduce confusion between management and workers. The product will also allow businesses the option of providing employees with a dependable platform to switch shifts. The application only allows a switch with the permission of both consenting employees along with management approval. The application provides several other incredible features; chat function, easy connectivity, and request time off.

GuidelinesJAC’s product is a creative innovation to the marketplace. The product isn’t necessarily a first-to-market product because similar products already exist. The advantage of the Job Application Calendar is a fully-functioning system and significantly improvement compared to JAC’s competition. JAC’s application utilizes employees’ mobile devices to alert and contact the respective employees. The application will be easy to use, and allow access instantaneously.

Intangible Product DescriptionThe JAC application is a software system that will be installed professionally into a business information technology, like its computers. The software itself will be in a form of a disc or web based, that will be installed professionally by JAC employees. JAC employees will personally go to the business to install the software application in both the computers and any mobile devices that employees may have with them. JAC employees will make sure the application software is running effectively and will show the business employees how to use the application to better maximize their value.

Value PropositionIn order to reinforce JAC’s mission statement and state to customers what they will gain from the marketing effort targeted to them, a value proposition has been developed.

● For small to medium sized retail business● Who are dissatisfied with the limitations of traditional film editors● Our product is a modified software application● That provides the users organizational structure when dealing with

employees schedules● Unlike other time-management softwares● We have assembled a software application that makes it easy and

reliable to organize a firm's workforce.

Keys to SuccessSome of the main key success factors of the Job Application System are its selection of features and its mobility. The JAC application offers its consumers with a diverse amount of features that range from chat capability, schedule time-off requests, and receive real time notifications. JAC’s extended features will generate more interest for its consumers and will differentiate themselves from other applications. Also, the JAC will be available for usage through a variety of mobile devices like phones, tablets, and the latest gadgets. This will give its customers and its workforce the ability to make

changes, and view their schedule on-the-go. This could potentially lead to an even greater success in the market.

Critical IssuesSome of the critical issues revealed for the JAC application software was the constant technological advancements of competitors, the short lifespan of technology, and the development of the application itself. Technology is constantly improving multiple times within a single year period. Competitors can become more technologically innovative, which will deter the attention from the JAC application. Also, technology has a short life span in which it requires for all technological business to be constantly upgrading, updating, and finding ways to gain a competitive advantage over its competitors. The development of the application itself is a critical issue because the establishment and the maintaining of the application can be costly for the firm.

Market AnalysisA market analysis “illustrates your industry and market knowledge as well as any of your research findings and conclusions” (Market Analysis, 2014). The market analysis for Job Application Center will include the macro environment, market size and market growth, market trends, market needs, customer and consumer analysis, target analysis, and a competitive analysis. JAC belongs to the job scheduling software market. There are several factors that can affect JAC’s success in the market including political and economic factors. The market analysis will focus on market size, growth, trends, and target audience to determine improvements for JAC to be successful in its market.

Macro Environment With a rise in technological advancements, JAC will be able to take advantage of developing updated software in the industry. Consumers are now searching for services that offer the best convenience at a reasonable price. Employers are attempting to adjust through its large feature selection, JAC will be able to gain a competitive advantage in the job scheduling software market.

JAC will offer the similar features plus additional features such as instant reminders on mobile devices compared to those of it competitors. The table from the competitive analysis section illustrates the price and feature comparison of JAC and its competitors.

Market size and growth The job scheduling software market is included in the larger systems management sector. It is growing at approximately six percent, which gives a market size of about $720 million in 2010. The growth in the market is driven by new job schedulers joining the market. As of 2014, the solutions available for job scheduling software’s have evolved to adapt to different platforms and application technologies. There have been temporary increases in market growth, but the market is generally considered very stable (Information Technology That Empowers Small to Medium Sized Businesses, 2012).

Market trends Employee Scheduling is an important component in the operations of any sized businesses. Online scheduling software has become the most efficient and affordable way to manage information. There are several reasons for employers to switch from traditional scheduling to online scheduling. The reasons include the following:

● Advanced functionality ● Money savings

Advanced functionality

By giving people the opportunity to access their own schedules, it can reduce time that would be spent manually scheduling each employee. It also allows for immediate access at any place and time where there is a technological device, such as the internet; “studies have shown that reminders of any kind can significantly reduce the number of “no-shows”,(Manual Vs. Automated Appointment Scheduling,2014). An automatic reminder sent to each employee would require no additional staff time and would reduce the number of employees, who are missing and late for work. Also, an online scheduling system will allow for accurate record keeping. Unlike manual time record keeping, once information is inputted in the system, the employer and employees will have access to the information.

Money savings

By automating the employee scheduling process, there is expected to be monetary savings. The main reason for this is because it will reduce employers and staff from

managing the task of scheduling its employees. Also, employers could decrease cost by accurately paying its employees what they deserve based on the times inputted online. Based on return on investment, “ a distribution facility saves $500 to $1,000 in weekly overtime pay, as it can better schedule its dock staff” (Manual Vs. Automated Appointment Scheduling, 2014).

Demographics

It is in the best interest of employers to adapt to the new online society. As of March 2014, there were 2.5 billion internet users worldwide. Of these 2.5 billion users, 81% are from the North American region. In the U.S., “ninety percent of U.S. adults have a cell phone and two-thirds of those say they use their phone to go online” (Manual Vs. Automated Appointment Scheduling, 2014). Implementing an online scheduling system would enable employees to access their schedules from any mobile device.

Needs analysis Employers traditionally spend large amounts of time scheduling employees which result in a variety of inefficiencies. Employee scheduling software’s multifunctionality can save time and energy, allowing businesses to focus on their core competencies. Overall, increasing job satisfaction can increase businesses productivity.

The Job Application Center can facilitate the communication between employers and employees. It helps the transition between employers and employees when adjusting their schedules through any technological and mobile devices at their own convenience. JAC will reduce confusions between employees and employers by increasing communication. Allowing employees to conduct self-scheduling can boost staff morale and increase job satisfaction. When employees are satisfied, it is common that employee retention does too.

Customer/consumer analysis Most small to medium sized businesses believe that technological innovation is only for large companies. However, most small companies have said an increase of technology has increased profits and productivity in their company. Based on the National Small Business Association (NSBA), 70% of small sized businesses success has been attributed to the use technology. A small business is considered to be 100 employees

and less. A medium sized company is considered to be 100-199 employees. (NSBA, 2012). The figure below, illustrates the online presence for small sized businesses.

Yes No Traditional Website 82% 11%

Mobile Website 18% 49%

App 5% 60%

Target market analysis Based on the market analysis, the Job Application Center will be targeting small to medium sized businesses within the retail, food service, healthcare and entertainment industries. JAC will be targeting small to medium sized businesses in the United States, but primarily located in California and other large cities. Storing and managing information in databases is critical to almost all businesses. There is currently a gap in the use of databases and technology in small to medium sized businesses. Typically, small to medium do not have the funds to purchase softwares or hire an IT professional. Therefore, one of the key challenges for small to medium sized businesses is to learn how utilize and take advantage of technology.

GAP MAP

The sample of students, friends, and family utilized in our survey revealed some determinant attributes the end user desires in the JAC program. The highest attribute scored was convenience. In other words convenience was defined loosely as user friendliness and accessibility. User friendless and convenience were rated so high because nobody wants to use a cumbersome app or program regardless of how many features it has.

JAC’s competitors do not compete in features of what our program and subsequent app can perform. However, in general regarding inconvenience, the visible competitors within the Gap map are on fairly level playing fields. Our Gap Map reveals that users, employee and employer, desire convenience and features. Currently, the most significant gap is in the market is the convenience and features quadrants where our program and subsequent app will reside.

Ultimately, Job Application Calendar will better leverage the current time and attendance systems and bring them into a more modern existence. With the feedback gathered from users, there is a strong desire to have work schedules better communicated. JAC can, allow employees to make adjustments when necessary and

allow employers to see those adjustments in a better way than what currently exists today. We hope JAC will fulfill the needs of employees by allowing employers to automate and better streamline their employee’s schedule.

Direct Competitors

All of JAC’s direct competitors offer many similar features, but none offer all the features that JAC does.

JAC Nimble Shift Planning TimeForge When I Work

Price ⎷⎷⎷ ⎷⎷⎷ ⎷⎷ ⎷ ⎷⎷Product ⎷⎷⎷ ⎷⎷ ⎷⎷⎷ ⎷ ⎷⎷Promotion ⎷ ⎷⎷ ⎷ ⎷⎷ ⎷⎷Place ⎷⎷ ⎷ ⎷ ⎷⎷ ⎷⎷In relation to the chart, three checks is the highest rating or in the price category the most expensive. Nimble is slightly more expensive, they offer fewer features, they have limited promotion, and the distribution is small. Shift Planning is mid-level priced, offer many of the features JAC does, but the promotion and distribution is minimal. When I work is rated mid-level in all categories, which makes them a strong competitor because it is a well-rounded system. JAC rates high in price and product because of the wide range of features not offered by the competitors. As JAC is starting out there will be a small amount of promotion, but the distribution is broader with web and phone ordering and in person installation.

Indirect Competitors

The Job Application Calendar has many indirect competitors. Some companies use in house scheduling systems while many other companies prefer to use traditional scheduling systems such as paper or email schedules. While these are not direct competitors, many small to medium businesses use these methods which are customers the JAC system would want to obtain.

Marketing StrategyMarketing Objectives

This is the phase of JAC which aims to create a profitable customer relationship between end user and seller. JAC’s aim is find, lure, keep, and grow target customers by building profitable relationships and communicating superior customer value by means of our software program. The customers we are selecting to serve are small and medium size businesses. The value proposition is a reliable scheduling software that can allow employers and employees to better manage their work shifts. The selling concept within the marketing object is to sell JAC to those employers who have pain points of effectively communicating work shifts to its employees.

Financial Objectives

When looking at both the JAC sales forecast and the breakeven analysis, our calculations anticipate the JAC program will be profitable and break even within the first month. Thus the financial objective of JAC is recoup startup costs as quickly as possible. Due to the nature of software scalability can be much easier compared to other traditional businesses or products. Therefore we would like to sell as many units as possible. Based on the break even analysis the JAC could break even quicker than originally expected. After first month predictions JAC has the potential to be profitable quickly and consistently generate revenue.

Product Strategy

The individual mobile apps will be available on IOS and Android mobile operating Systems. Additional if a customer does not have access to a mobile device the scheduling program can be viewed in a read only environment on html5 enabled website. Due to the Job Application Calendar (JAC) being web and app based, our platform will be a competitive labor scheduling utility for small to medium retail organizations. Like mentioned in previous sections per the terms and conditions of use on Apple’s App Store no refunds on purchased apps shall be granted except for unauthorized use, which will be dealt with by the end user reaching out to Apple not JAC. Similarly Google’s Play Store policy allows the user to receive a refund on apps if uninstalled from an android device within 15 minutes of original download. During the initial launch JAC will have customer service reps that will only be available via email and chat, no telephone. The customer service reps will handle billing disputes and account holders having difficulty accessing their account via the apps or the website.

Branding

Branding will consist of rapport by ensuring a consistent user experience, but most importantly up time. Our motto will reflect “Work in sync”, due to the nature of business-to-business retailers the most important service we can offer is ensuring the that functionality of the app never be interrupted, and in worse case scenarios ensure the basic features of the app be synced properly to customers mobile devices. The app layout will be clean and simple in appearance to reflect clear communication. Additionally, the branding position will reflect reliability and syncing at the very least to the employees device calendar.

Positioning Strategy

Several strategies will be implemented in order to spread the word of JAC’s usefulness. First, YouTube will be leverage to show product in action. JAC plans on creating different types of videos where it hopes to employ and select local businesses in the Monterey region, with their employers viewing schedules and/or trading shifts. YouTube will be used simply to demonstrate short 30-sec or less videos of basic functionality that will be incorporated into our website, Facebook, YouTube channel, and mobile platform app stores. The YouTube demonstrations will be embedded in the JAC app description when users search for “time clock” or “scheduling” software. YouTube will be our largest asset in demonstrating to customers the functionality and convenience factors we highlighted in our GAP map determinant attributes.

Pricing

In order to ensure profitability and sustainability, the JAC software leverages multiple revenue streams. Before the revenue streams are discussed, the methods in quantifying the prices of the employee relationship software will be explained.

JAC is designed for small to medium business owners. The software aids in preventing scheduling issues as a result of inconsistent schedules of young adults. Young adults are likely to have irregular schedules due to outside work commitments such as attending college courses or child care. Industries that would benefit from JAC software are: restaurants, healthcare providers, retail stores, theme parks and entertainment, and private security. Furthermore, based on those industries owners and decision makers in the Monterey Bay region has been surveyed. Based on the 5-Point Buying Intention scale, several questions were asked to local business owners such as “How many would be willing to buy JAC?” and “What would they be willing to pay?”

JAC has multiple revenue streams. The price structure is based on the number of employees a business has in addition to a one-time base fee of $1000, which includes all setup fees for the service. The setup fee is marked lower because JAC sells its service to small and medium sized businesses. The figure below is a chart of the price comparison between JAC and its competitors.

Number of employees

Shift Planning

Nimble Time Forge

When I Work

JACAVG + 10%=Basic

JACBasic + %10Premium

>10 $25 $25 $10 $29 $24.50 $26.95

>25 $50 $55 $25 $39 $46.50 $51.15

>50 $75 $85 $50 $59 $74.00 $81.40

>100 $100 $100 $100 $99 $110.00 $121.00

The overall price of JAC is based on online work scheduling companies offering employer relationship management software similar to ours. In order to further marketing research of JAC’s prices we gave price ranges to employers in order to gauge what they would be willing to pay. Ultimately, the prices for JAC’s services were calculated by taking the averages of similar companies after which 10% was then added because those companies did not offer the same robust features similar to JAC.

With the premium model, additional features such as group chat and department location will be offered. These features help small and medium size business employers to inform its employees, which department of the store they will be working in during their work shifts. The application chat feature will allow employees to chat for free, which will improve communication within the business. The premium model will also include a higher security level to ensure chats are private and secure. The 10% price increase for the premium model is set at a reasonable price for small to medium businesses considering the features it includes compared to the market. JAC is competitively priced, although it appears to have a higher price compared to its competitors. JAC offers many features in both the basic and premium model that its competitors do not offer.

Distribution Strategy Due to JAC being a computer based program, web based distribution is paramount. Customers will be able to access the JAC website to find company information, the pricing model, and which package is best for their company. From there, the customers can purchase the system and set up a start date. Installation will also be included to set up the system on a base computer, download employee database, and explain in person how the system runs.

Integrated Marketing Communications StrategyJAC's IMC strategy will mainly be in social media marketing employing the use of a company website and using integrated blogs and videos. Creating company and employee LinkedIn account will help develop profitable contacts within the industry and with potential buyers of the JAC system. Traditional marketing forms such as direct mail and email will also be utilized. Reaching out to employees and managers through advertising on sites like twitter and facebook, with the hope that they will bring this idea to their employers. By going after the employees it will help show the companies that employees think it would help improve the business and overall effectiveness.

Marketing Research

During the course of creating the business plan, marketing research was conducted to discover the JAC’s competitors, the target market, and a plan to become competitive in the market. Local businesses in the Monterey Bay region were surveyed to help determine price and important features to improve JAC. Individuals were also surveyed to choose what features both businesses and their employees would find most useful for their business. After determining the most important features, those features were used in surveying the businesses, which helped determine the price they would be willing to pay.

Breakeven analysis

The fixed costs associated with the business includes: office rent (first months’ rent, last months’ rent and security deposit) totaling $6,000, building utility fees associated to the main office total no more than $500. The main office comes after we have outgrown our bedroom. Pre-opening employee salary including, average hours of employment total $3,500. And lastly, the software startup costs of JAC, which the company projects to total $350,000. The average software startup cost was calculated based on the average sum of popular software costs, such as; Twitter ($250,000), Instagram ($300,000) and Facebook ($500,000) . (Myers, 2013)

JAC will reserve 10% for the marketing budget based on historical data of entrepreneurship startups, totaling $36,000. This amount will be available to advertise and publicize the business. Lastly, a 10% contingency fee will be added to the startup costs. The contingency fee is based on unforeseen start-up costs, totaling $39,600. The total fixed costs for JAC will be $435,600.

Secondly, the variable costs associated with JAC includes, employee hours spent setting up the clients software, result in $60 costs ($30 x 2 hours) and a $0.50 transaction fee and system associated with each client transaction. Variable costs for JAC will amount to $60.50 for each new client.

Depending on the desired package of basic or premium JAC will require new subscriptions of between 410 subscriptions and 452 subscriptions to breakeven. If all the clients decided to purchase the premium (D) package, JAC will break even after 410 subscriptions sold. It is unlikely everybody will purchase the premium (D) package,

therefore based on the least expensive package, Basic (A), JAC will break even after 452 subscriptions sold. The breakeven point (BEP) will be between $462,937.97 and $460,450.35 based on packages chosen by the clients. By using the average subscription price of all JAC’s prices $66.94, the company can project a reasonable break even analysis. Clients will be charged a one-time setup and installation fee of $1000, and as a result, it will take 432 subscription sales in order for JAC to breakeven. Therefore based on these fixed and variable costs, JAC anticipates to break even within the first month of operation.

BASIC (A) packages$435,600 + $60.50 (x) = $1024.50 (x)$435,600 = $964 (x)

(x) = 452 unitsBEP $ = $462,937.97

Premium (D) packages$435,600 + $60.50 (x) = $1121 (x)$435,600 = $1060.50 (x)

(x) = 410 unitsBEP $ = $460,450.35

Sales Forecast(See Attached Excel Chart)

Expense Forecast

Start-up Expenses

Software Application $350,000

Rent $6,000

Utilities $500

Pre-opening Salaries $3,500

Marketing Expenses (explained below) $36,000

Contingencies $39,600

Total Start-up Expenses $435,600

Variable Expenses (Cost of Goods Sold)

Employee operating salaries $60.00

Transaction system costs $0.50

Total Variable Expenses $60.50

Implementation and ControlImplementation

Time Range: 2014 Task

January - March Concept Introduction, software design

April - May Software development

June Software testing (Internally)

July Marketing Exposure

July - August Trial & External testing

August 31st 2014 Implementation (Go Live)

ControlsJob Application Calendar has designated $36,000 towards its marketing budget. Each marketing objective and strategy will be evaluated through a variety of variables, in order to make improvements to these objectives and strategies. JAC will use CPM, reach, and frequency to evaluate its marketing objectives and strategies. JAC wants to create the greatest possible CPM, and will continue improving strategies to leave impressions with the most possible potential customers. JAC will try to increase the reach and frequency of its advertising, in order to effect more customers, without exceeding JAC's marketing budget. Based on the evaluations of the marketing objectives, JAC will modify, discontinue and re-evaluate new and previous marketing strategies.

Marketing OrganizationJAC aims to create a profitable customer relationship between end user and seller. JAC’s aim is find, lure, keep, and grow target customers by building profitable relationships by communicating superior customer value by means of our software program. The selling concept within the marketing objective is to sell JAC to as many employers who have pain points of effectively communicating work shifts to its employees. We will outsource our marketing to appclover.com who is a mobile app marketing company. We will leverage Appclover’s services of video production, language translation, press kits, tweets to 50,000+ App users, and user review attractors. Despite the strengths, JAC has regarding features; Appclover will have to address our weakness of mobile device dependency to make the most use of JAC. We will use appclover for the primary necessity of educating employers that JAC exists. Appclover will need to target customers that are small and medium size businesses primarily in California and the employees of those businesses.

Contingency PlanningJAC has identified several foreseen difficulties and risks, which would include a high dependency on the software. Employees rely on the services to provide their schedule and job information and the service will need to be constantly available. Another foreseen difficulty includes constantly improving technology, and because of this, JAC will need improve its services as the technology becomes available. In order to update the software, JAC will need to make quick modifications that won't disrupt the use of the service. JAC services require access to the internet, and while most people have internet access, some employees may not have any access to internet. Public access will always be available to employees.

JAC has designated 10% of it's total start-up expenses, $39,600, into a contingency fund based on foreseen and unforeseen expenses. JAC also predicts to be offered several possibilities to sell the business. In case the right offer was to ever occur, JAC will consider the possibility as it comes.

Appendix Ana Yanez

Our group would split the assignments equally depending on the assignment. I usually completed the case analysis sections of our papers. I was a part of the brainstorming for our tangible product. One of my main contributions in the group was editing. I edited our small group assignments, case analyses, and power points. After my team member’s submitted their work I would edit and organize the assignments. In the business plan I completed part of the market analysis. The sales forecast was first determined by one of my team members then we all gathered to brainstorm prices and the break even analysis. Overall, I feel like we all worked well and equally together.

I have learned about new product development through our Tastykakes analyses. I’ve learned how to utilize many charts including the value chain and the five forces analysis. I also learned about the different kinds of advertising and promotions. Through our TESLA case study I was able to learn about how companies advertise to gain a competitive advantage in the market. My favorite section of the class was social media marketing. Through the Anvil Media case study I learned about LinkedIn and how to gain the most connections. I currently do not have a LinkedIn but will definitely be creating one soon. Since I am currently enrolled in capstone, I have been able to apply what I have learned in this class with my capstone class. The most valuable elements I have learned have been using the value chain and learning about different social media platforms. One of our capstone recommendations is to improve marketing and communications in our firm. The information I have learned in this class has allowed me to apply it to my capstone, other assignments, and my job. Ana Yanez________________________ _________________________

5/8/14Name (printed) Signature

Date

Jose Gonzalez

Based on the section of the paper, we would assign parts to different members of the group. Upon finishing, we would assemble the paper together with all the parts. Some of my main responsibilities of the paper consisted of the PESTLE analysis, intangible

product description, value proposition, keys to success and other sections of the paper. We all worked collaboratively and gave each other constructive criticism. therefore i feel as if the paper reads as one voice. We all would edit together and Ana would mostly be the last person to revise the paper before submission. As for the brainstorming of an intangible product, we all came up with really good ideas in the beginning. I feel as if anyone one of the ideas brought up by our group members could have potential for success.

Some of the most valuable elements that i learned was the value chain and the breakdown of the SWOT analysis. I have done other forms of SWOT analysis before but none that elaborated more on how one can take the opportunities available by using its strengths. Also, learning about different social media platforms and how we can use them to maximize their value, really helped me think about social media in a different way. The various different case studies that we learned about in class gave us both positive and negative examples on the usage of social media. One that really brought my attentions and showed me how useful it could be if used correctly was LinkedIn. LinkedIn is a professional social media platform that can help build connection with possible employers. I have always heard about LinkedIn but never bothered to research more about it. After the case study and presentation regarding LinkedIn, i definitely see it as a great opportunity for me to create one and generate more connection in the agriculture industry.

Jose Gonzalez________________________ _________________________ 5/8/14 _________Name (printed) Signature

Date

Josh Kern

Each case analysis was distributed evenly between the different cases we analyzed. We worked well together and finished our cases efficiently and effectively. The group worked on the assignments well together and adapted to projects that needed to be finished. For our final marketing/ business plan, I was accountable for the executive summary at the end of the document, in addition to the SWOT analysis, break-even and sales forecasts and expense forecast, and the implementation and control for the final assignment. The course has taught me several creative and valuable social media marketing techniques to implement for businesses in different types of situations. Many businesses might not be able to take advantage of certain social media strategies but others will thrive, in these situations. Every marketing strategy will have several valuable

strategies while others will be ignored. As a group, we determined the target market and the market size to determine the sales and expense forecast of the company. We discussed all the company’s expenses and projected the company’s first year sales. Together we made changes to develop the projected expense and sales forecast for the business.

______Josh Kern_______ _______X_________ 5/8/14______Name (printed) Signature Date

Ken Dixon

My individual role in selecting our intangible product was asking my team what frustrations they had in life or in work. After sharing some or frustrations we came up with the concept of poorly communicated work schedules. I helped provide real world examples of some of the software I used in my job and explained what could be improved in that software in order to contribute us developing the concept of JAC. My individual role in contributing the documents throughout the semester was like the other in our team, everyone break out a part they feel confident in and develop a narrative. I cannot recall specifics because each phase of the paper resulted in different group members helping to achieve the final version of the paper. If anyone felt overwhelmed or something wasn’t clear then another team member helped out. In case presentation I helped form and articulate the concept, product description, and marketing objectives.

Due to concurrently being enrolled in entrepreneurship I did not fully understand the variables that were that were needed to go into a financial forecast. Regarding the sales forecasting and various financials I helped ensure our team could identify the variables contained in the calculations of those financials. I personally did not create the forecast but understanding and identifying needed variables overall helped me to understand how to create sales forecast for a new product.

____Ken Dixon________ ___5/8/14______ _________Name (printed) Signature Date

Maggie Kubicka

Over the semester my roles in the group varied depending on the project. For the case analysis’s I would work on one particular section as well as creating discussion questions to pose to the class. For the business plan I worked on creating the competition, marketing, and pricing sections. As a team we worked on the sales forecast and breakeven analysis to create a complete analysis that used accurate numbers. I also contributed to editing and creating the presentations. Using my personal

experience with understanding changing schedules has allowed me to help contribute important features to JAC that many users would be very grateful to have.

Throughout the semester I have learned about social media marketing and creating an integrated marketing plan. I think that many of the topics learned will be extremely useful moving forward into capstone and into working in the business world. I had not created a sales forecast before, which made creating one slightly difficult. I think that covering a brief overview of how one should be completed for this project would have taught me more.

Maggie Kubicka X 5/7/14

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