Business Project Management

The report presents a business idea of an oral health application called Santé Bucco-Dentaire that aims to increase oral healthcare awareness. It includes information on the target market, customer segmentation, channels, key partners, resources, competitive advantage, cost structure, and revenue streams.

Running head: BUSINESS PROJECT MANAGEMENT
Business Project Management
4/19/2019

BUSINESS PROJECT MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
Overview of the Business Idea...............................................................................................2
Target Market.........................................................................................................................3
Customer Segmentation.....................................................................................................4
Channels.................................................................................................................................5
Customer Relationship...........................................................................................................5
Requirement of the Business..................................................................................................5
Key Partners.......................................................................................................................5
Resources...........................................................................................................................6
Key activities required to offer Value Proposition............................................................6
Competitive Advantage..........................................................................................................7
Cost Structure.........................................................................................................................8
Fixed Cost..........................................................................................................................8
Variable cost.......................................................................................................................8
Revenue Stream.....................................................................................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

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Introduction
The intent of this report is to present a business idea of oral health application that will enable
people to how to take proper care of their teeth by the use of different types of products for
different issues. The report is based on presenting the detailed information of the business
idea such as its target customers, key partners, resources. The competitive advantage of the
business idea, the revenue streams and cost structure of the business idea is also being
presented in the description.
Overview of the Business Idea
Santé Bucco-Dentaire is the name of the application that is being planned to introduce in
New Zealand with the motive of increasing oral healthcare awareness among people such that
there is less number of dental problems such as bad breath, tooth decay, gum disease, oral
cancer, mouth sores, tooth erosion, tooth sensitivity, and toothaches and dental emergencies
(Devanport, 2019). The word Santé Bucco-Dentaire is a French word which means Oral
Healthcare. The Santé Bucco-Dentaire is a mobile application that is comprised of identifying
the dental problems by analysing the symptoms experienced by the user of the application.
Besides this, it is designed to give suggestions to the user regarding how to brush your teeth
and clean them properly by using different products in order to avoid different type of dental
problems, which will eventually increase awareness among people about oral healthcare. In
addition, the application will have a tie-up with limited number of supermarkets and grocery
stores that offer different type of oral healthcare products with natural ingredients, for the
users of the application at very reasonable rates, such that they can place the order according
to their need and dental problem.
Value Proposition

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Santé Bucco-Dentaire is for diverse people who are in need to maintain oral healthcare and
want to enjoy a happy smile on their face.
Target Market
The target market of Santé Bucco-Dentaire is customers in the search of cosmetic dental
treatments, dental professionals like dentists, dental problem patients, families, and for all the
age group like old age, teenagers, adults, and kids (Grand View Research, 2018). All these
customers will be targeted by the company through different online and offline
advertisements channels such as television, social media advertisement, hoardings, digital
marketing, etc. The mobile application will provide a service like a remote controller for the
toothbrush connected with the energy saving Bluetooth technology. This application will
provide real time advice of the experts. Brushing habits and good behaviour habits are will be
reinforced by this application among children. Programming can be updated as per the needs
of the users, offering a custom-care schedule of brushing manners and periods to identify the
areas of problem.

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Source [(Mobile Marketing Application, 2019)]
Customer Segmentation
Santé Bucco-Dentaire will divide its target market into different segments such as
demographic segmentation, geographic segmentation, behavioral segmentation, and
psychographic segmentation (Tsiptsis & Chorianopoulos, 2011).
Demographic Segmentation – It is considered to be one of the simplest segmentation
adopted by most of the businesses (Wedel & Kamakura, 2012). Santé Bucco-Dentaire will
divide its market based on age, gender, and income.
Geographical Segmentation – This segmentation is used to divide the target market on the
basis of their geography. Customers from different geography have different needs, therefore
Santé Bucco-Dentaire will in the initial phase target the people of New Zealand. In all the
nations, comprising New Zealand, people get familiar with diverse dental problems due to
which they have to experience differences in well-being, length of life due to tooth cancer,
and health. Therefore, the health system of the nation is working towards improving this
condition and they can successfully succeed in their planning. As according to the analysis of
the New Zealand oral health survey it has been identified that, the oral healthcare of the
people of New Zealand has improved over time (Ministry of Health, 2010).
Behavioral Segmentation – Under this segmentation customer will be divided based on their
usage, decision making patterns, and behavior. Parents and hygiene conscious people will be
targeted under this head.
Psychographic segmentation – This type of segmentation will be used by the business to
divide the market based on the lifestyle, interesting activities and opinion of the people

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(Plenert, 2014). Affluent customer and beauty conscious customers will be targeted in this
segment.
These entire target segments are in need of a healthy diet and effective measures that could
support them in improving their dental health, eliminating the chances of dental problems,
and enhancing beauty.
Channels
 Mobile Application
 Website
 Social Media like Facebook, Twitter
Customer Relationship
 Priority to the feedbacks and suggestion of the customer
 Maintaining long-lasting association with the customers
Requirement of the Business
Key Partners
Supermarkets and grocery stores - The Santé Bucco-Dentaire will establish tie-ups with
different supermarkets and grocery stores businesses that are known in the market for
delivering natural, organic, and quality oral healthcare products to the customers. These
stores will offer special discount to those customers placing orders through the application
Santé Bucco-Dentaire. Few of the stores from which the application will have a tie-up in the
New Zealand market are naturally organic, Wise Cicada, and Liberty Market (Nagdeve,
2017).
Customers and Users – The main customers of the applications will be considered as the
key partners of the business as they are the one for whom the business is established and will

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avail the services. The key customers of the business are those people who are in search of
cosmetic dental treatments, dental professionals like dentists, dental problem patients,
families, and for all the age group like old age, teenagers, adults, and kids (Grand View
Research, 2018).
Marketing agencies – The business will hire a marketing agency that will be responsible for
the promotion of the business and reaching a huge number of customers across New Zealand
Health advisers and experts – The owner of the business will invite different health advisers
and experts who will advise customers regarding how to brush their teeth and what products
to be used while brushing and cleaning the teeth.
IT team – The key player in this business is the information technology team, who will be
responsible for developing the mobile oral healthcare application and making time to time
updates in the system for better services to the customers.
Resources
 The key resource of the business is Santé Bucco-Dentaire application which will work
as the face of the business and serve customers.
 The health experts are another resource of the business that will provide their precious
advice to the users of the application and support them in having a happy smile.
 Use of advanced technology in the creation and maintenance of the application for the
comfort of the users
 Goodwill of the Santé Bucco-Dentaire application
Key activities required to offer Value Proposition
 Advertisement of the application among a large population of New Zealand to attract
them to use the Santé Bucco-Dentaire application

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 Brushing habits and good behaviour habits are will be reinforced by this application
among children.
 Another activity of the application is of providing important advice to the users of the
application by the experts.
 Tie-ups with supermarkets and grocery stores to support customers in using best
product for their dental care.
Competitive Advantage
The major competitive advantage of the Santé Bucco-Dentaire application is that it is the only
mobile application that not just provides the guidance regarding the brushing and cleaning the
teeth. But along with this, the application has contact with experts who will give important
advice to the users of the applications to properly support the users in what products and tools
must be used to overcome different types of dental problems. In addition to this, it has
initiated the tie-up with different supermarkets and grocery stores offering natural and quality
products for the dental care. The customers with the Santé Bucco-Dentaire application can
place their order from these supermarkets and grocery stores in order to avail the best product
at very reasonable prices.
Box and DC Story are two of the key oral healthcare applications available in the industry
that are established in the market for customers to offer dental advice. In comparison to Santé
Bucco-Dentaire application, Box and DC Story only describes the symptoms and causes of
different dental problems (Walker, 2012).
Santé Bucco-Dentaire application will successfully operate in the New Zealand market
because the population of the nation gets familiar with number of dental problems that lead to
differences in well-being, length of life, and health.

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Cost Structure
The cost structure is the relative proportion of variable and fixed costs that are incurred by a
business. This structure is used to define the price if the business uses a cost-based pricing
strategy (Catherine and Paul, 2012).
Fixed Cost
Technological development, website development, hiring experts for providing advice to the
customers, tax payment
Variable cost
Advertisement and marketing cost for the promotion of the application across New Zealand
Revenue Stream
The business has to pay to different browsers where customer can search about the
information of the application
The business will earn the commission from the supermarkets and grocery stores with which
it has a tie-up
Key Partners
 Supermark
et and
Grocery
stores
 Users of
Applicatio
n
 Marketing
Agency
 Experts
and
Advisors
 IT Team
Key Activities
 Advertiseme
nt
 Brushing
habits and
good
behaviour
habits
 Health
advice to the
users
 Tie-ups with
Supermarket
and Grocery
stores
Value
Proposition
 Santé Bucco-
Dentaire is for
diverse people
who are in
need to
maintain oral
healthcare and
want to enjoy
a happy smile
on their face.
Customer
Relationship
 Maintaining
long-lasting
association
with the
customers
 Priority to the
feedbacks and
suggestion of
the customer
Customer
Segments
 Cosmetic
dental
treatments,
 Dental
professionals
like dentists,
 Dental
problem
patients,
 Families, and
for all the age
group like old
age,
teenagers,
adults, and
kids
Key Resources Channels

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 Santé
Bucco-
Dentaire
application
 Health
experts
 Advanced
technology
 Goodwill
 Mobile
Application
 Website
 Social Media
like Facebook,
Twitter
Cost Structure
 Technologi
cal
developme
nt
 Website
developme
nt
 Advertisem
ent and
marketing
cost
Revenue Streams
 Payment to
different
browsing
 The business
will earn the
commission
from the
Supermarket
Conclusion
The above report is based on a brief description of a business idea that is Santé Bucco-
Dentaire application, which is focused towards increasing awareness of the people regarding
how to live a healthy and happy life, by following proper dental care routine. The report is
comprised of describing the target market, key partners, resources and competitive advantage
of the business. From the above analysis, it has been analyzed that the key target market of
the oral healthcare application is customers in the search of cosmetic dental treatments, dental
professionals like dentists, dental problem patients, families, and for all the age group like old
age, teenagers, adults, and kids. Besides this, analysis has identified that the key partners of
the business are expert advisers, customers, marketing agency, restaurants, etc.

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References
Catherine, J., & Paul, M. (2012). Cost Structure and the Measurement of Economic
Performance: Productivity, Utilization, Cost Economics, and Related Performance
Indicators 2nd ed. Germany: Springer Science & Business Media.
Devanport, T. (2019). What Are the Most Common Dental Problems? Retrieved from
https://www.verywellhealth.com/top-common-dental-problems-1059461
Grand View Research. (2018). Oral Care Market Size, Share & Trends Analysis Report By
Product (Mouthwash/Rinse, Toothbrush, Toothpaste, Denture Products, Dental
Accessories), By Region, And Segment Forecasts, 2018 – 2025. Retrieved from
https://www.grandviewresearch.com/industry-analysis/oral-care-market
Ministry of Health. (2010). Our Oral Health: Key findings of the 2009 New Zealand Oral
Health Survey. Retrieved from https://www.health.govt.nz/publication/our-oral-
health-key-findings-2009-new-zealand-oral-health-survey
Mobile Marketing Application. (2019). Oral-B: Oral-B Bluetooth-Connected Electric
Toothbrush and App. Retrieved from
https://www.mmaglobal.com/case-study-hub/case_studies/view/31744
Nagdeve, M. (2017). Best 25 Organic Food Stores In Auckland, New Zealand. Retrieved
from https://www.organicfacts.net/organic-products/organic-stores/auckland.html
Plenert, G.J. (2014). Supply Chain Optimization through Segmentation and Analytics 1st ed.
U.S: CRC Press.

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Tsiptsis, K.K., & Chorianopoulos, A. (2011). Data Mining Techniques in CRM: Inside
Customer Segmentation 2nd ed. U.K: John Wiley & Sons.
Walker, L.A. (2012). Top 15 Mobile Applications for Dental & Oral Health. Retrieved from
https://www.medscape.com/features/slideshow/dentalapps#2
Wedel, M., & Kamakura, W.A. (2012). Market Segmentation: Conceptual and
Methodological Foundations 2nd ed. Germany: Springer Science & Business Media.

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