Dawr Ly Business Plan: Map-Based Mobile Application for SMEs

This business plan details the development of Dawr Ly, a map-based mobile application and website designed to connect users with local businesses, freelancers, and home-based service providers. The plan includes a market analysis focusing on Abu Dhabi, identifying target customers and key competitors like Google Maps and Mr. Usta. It outlines a unique value proposition leveraging Roger's Model for innovation adoption and a robust business model with various revenue streams. The plan also addresses legal considerations, operational structure, and a comprehensive marketing strategy, aiming to provide a fast, reliable, and comprehensive information platform for users seeking local products and services. Desklib offers similar business plans and solved assignments for students.

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Business Plan Report
Dawr Ly- a map based mobile application

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Table of Contents
1. Introduction of idea..................................................................................................................3
2. Market Size...............................................................................................................................4
2.1 Target/Potential customers.....................................................................................................4
2.2 Potential competitors.........................................................................................................4
Google Maps............................................................................................................................4
Mr. Usta....................................................................................................................................5
2.3 Novelty- Use of Roger’s Model for adaptation of innovation..........................................5
3. Industry Environment...............................................................................................................5
3.1 Value Chain............................................................................................................................5
3.2 Competitive Context.........................................................................................................6
Porter’s five forces...................................................................................................................6
4. Possible Business Model..........................................................................................................6
4.1 Mission...................................................................................................................................6
4.2 Revenue Stream................................................................................................................6
4.3 Operating Business mode..................................................................................................7
4.4 Application of Teece’s Strategy Model............................................................................8
5. Legal.........................................................................................................................................9
5.1 Freedom to Operate and IP Rights.........................................................................................9
5.2 Business Structure.............................................................................................................9
6. Industry Environment...............................................................................................................9
6.1 Division of Labour.................................................................................................................9
6.2 Skill/Experience gaps......................................................................................................10
7. Marketing plan.......................................................................................................................10

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7.1 Marketing Mix.....................................................................................................................10
Product....................................................................................................................................10
Price........................................................................................................................................11
Place.......................................................................................................................................11
Promotion...............................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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1. Introduction of idea
Dawr Ly is a business directory in the form of mobile application and website which provides
both buyers and sellers an effective platform to deal with each other. Past few years have been
boon for the start-ups due to evolution of technology and introduction of high-speed internet.
Apart from this, globalisation has also brought revolutionary changes in the business
environment. Due to these factors, business entities have contemplated to expand their presence
in the international markets with the objective of enhancing revenues, profitability, sales as well
as to mark its international presence. With regards to this, a map based mobile application and
website has been introduced in the market which provides its users to locate nearby product and
service providers. The idea is not limited to showing the results for business organizations only
as it also shows the results for the freelancers. Thus, users could find out the perfect associates as
per the nature of their tasks in order to gain positive outcomes (DaSilva & Trkman, 2014).
These products and services will help both home owners as well as tenants in order to get the
quickest responses in return to their query along with finding the best alternatives for fulfilling
their needs. Today, in the world of internet and automation, very few people prefer going out to
reach to the local shops and stores for purchasing necessary and required products or for availing
some services. This happens very rarely in the scenarios where people have just shifted to new
locations. Dawr Ly provides an easy and effective platform to these parties which help them to
find the perfect match as per their requirement of products and services (Martins, Rindova &
Greenbaum, 2015).
This mobile application is developed with the objective of making available all required services
and products for the people who shifts their homes to new places. This mobile application is
based on maps through which people could reach to the nearest stores for consumption of
relevant products and services. This idea is bit unique and it will lead to the strong competition
for other mobile applications as the mobile application is built with advanced technology. The
mobile application is fast, effective, cheap as well as effective in terms of providing all the
information relevant to the users’ queries and it ultimately lead to generate various opportunities
for the business in terms of targeting larger part of the target market along with fulfilling their
target audiences’ requirements.

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2. Market Size
2.1 Target/Potential customers
Primary target audience for Dawr Ly are people who operate their business functionalities from
their homes and freelancers and on the other hand, organization also targets business owners,
tenants and regular businesses as their users who will render services to their targeted consumer
segments. The target market for Dawr Ly is Abu Dhabi as the number of small and medium
enterprises is very high in comparison to the other Middle Eastern countries. It has been
observed that, there are approximately 50,000 businesses in the target market and all of these
falls under the category of micro, small as well as medium scale business category (Amit & Zott,
2015).
Example:
Total population in targeted segment (Daily) 100,000
Prospects converted to our company (Daily)
from total population (@1%)
10,000
Prospects (Monthly) (@26 days) 26,000
Prospects (Annually) (@12 months) 312,000
Therefore we expect 312,000 customers to buy one product or to do one transaction yearly
through our company.
Apart from this, organization has also conducted a survey in order to highlight the market
segmentation. It has been noticed that the average age for the target consumer segment is 18-30
years. The percentage of the purchases from home-based businesses and freelancers is quite high
as 83% results were positive according to the survey conducted consumption of service
especially from home-based businesses and freelancers. It was found that the average number of
purchases is around 6 times per month. However, the current tools which are mainly used to
locate home-based businesses and freelancers are: Google map with 68% & Instagram with 66%
as per the survey responses. Another question was asked to find out the difficulty level in finding

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new shops either regular shops or home-businesses so it shows that it is difficult to locate
product or service providers. In conclusion, it is evident that most proportion of the people
agreed to have an application that’s specialized in locating all the businesses around them
including home-based businesses, freelancers in addition to the regular shops (Muzellec,
Ronteau & Lambkin, 2015).
With regards to this, it has been found that the idea of providing and rendering products and
services respectively on internet would be a beneficial idea and it will not only help the
organization to showcase effective range of products and services for their customers but it will
also help the business partners who are engaged with Dawr Ly as it will help them to enhance
their market share and customer base and it will ultimately help them to gain their desired goals
and objectives.
2.2 Potential competitors
Primary and potential competitors for Dawr Ly will be Google Maps and Mr. Usta. Google Maps
ais the international competitor while Mr. Usta is the domestic competitor as it is considered as
the largest online home service provider which connects buyers with more than 200 service
providers of various categories such as home cleaning, interior designers, fit-out contractors,
packers and movers, etc.
Example:
Total population in targeted segment (Daily) 100,000
Prospects converted to our company (Daily)
from total population (@1%)
10,000
Prospects (Monthly) (@26 days) 26,000
Prospects (Annually) (@12 months) 312,000
Google Maps
This is the most used platform at international level by the audience as the network of Google
Maps is very wide. This platform provides information about the addresses for the buildings,
streets, etc. across the globe. It’s a web-based service that provides a full view of the world’s

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street and transportation planning and options through satellite imagery. It’s also, shows most the
building and sites all over the world (Linder & Williander, 2017).
Mr. Usta
Mr. Usta act as an effective platform between the service providers and users and it is considered
as the largest internet based platform in the UAE. The company provides variety of services
which could be availed by the users as per their requirements. Mr. Usta guides its users from
selecting a service till finalising the transaction.
2.3 Novelty- Use of Roger’s Model for adaptation of innovation
There is a small difference between the functionalities of Mr. Usta and Dawr Ly and that
difference could only be considered as the primary factor which will make the services of Dawr
Ly unique from its competitors. Dawr Ly has added home based business owners and freelancers
as their service providers which have enhanced the options for their target customers for availing
products and services.
Apart from this, Dawr Ly will initially target Abu Dhabi market and with the passing time, the
organization will expand its business in other Middle Eastern countries in order to maximise
their reachability and for generating options for their customers to avail services and consumer
products from the overseas market as well. Along with this, appropriate and effective changes
will be made in the platform to make it as per the trending business environment and to
maximise the customer satisfaction level (Aithal, 2015).
3. Industry Environment
3.1 Value Chain
Value chain for Dawr Ly is mainly consisting of three stages production, marketing and sales
and customer service. The first stage is production under which planning, designing and
development of application will be done as per the original idea. To make the application
attractive and effective for thee users, organization will conduct a market research in order to
analyse the demands and wants of the target audience along with determining the designs of
competitors’ platforms in order to make appropriate utilisation of the available resources as well
as to gain positive outcomes (Rhee, Moon & Rhee, 2015).

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The second stage of value chain framework is marketing and sales and this plays vital role in
terms of enhancing and generating demand for the services offered by the organization. In this
stage, awareness will be spread amongst the target audience through various advertisement and
promotional tools. The last stage of this framework is customer service and in relation to this
stage, organization will adopt all those measures which are necessary for rendering effective
after sale services to the target audience and potential customers. The agenda of this stage will be
to develop and maintain reliable image of the organization amongst the customers as well as
strengthen the customer relations for better future outcomes. In this stage, customers’ feedbacks
and suggestions will also be collected in order to improvise the performance of application as
well as to make it as per the target and potential customers’ requirements (Lancaster &
Massingham, 2017).
3.2 Competitive Context
Porter’s five forces
Threat of new entrants: As it is a start-up idea and due to rise in the usage of internet amongst
the people, opportunity exists for other companies to enter into the market with the same idea.
Due to this, the threat of new entrants is relatively more for Dawr Ly and in terms of sustaining
in the competitive business environment for longer period of time, it is necessary for the
organization to determine the entry of new business organizations for retaining its acquired
image.
Example:
Total population in targeted segment (Daily) 100,000
Prospects converted to our company (Daily)
from total population (@1%)
10,000
Prospects (Monthly) (@26 days) 26,000
Prospects (Annually) (@12 months) 312,000
Threat of substitutes: Yellow Pages and Etisalat Call Center are considered as the primary
substitutes for the services offered by Dawr Ly. Although, both the companies operate on

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different platforms unlike Dawr Ly due to which the impact of this factor is quite weak (Matzler,
Veider & Kathan, 2015).
Bargaining power of suppliers: Bargaining power of suppliers is very high and due to large
number of suppliers available in the market, other companies could also develop the same type
of applications which could affect organizational functionalities.
Bargaining power of buyers: Bargaining power of buyers is relatively high in terms of other
forces of this framework as buyers have various options to choose from and they are also
unaware about the services offered by Dawr Ly due to weak marketing and promotional
campaigns. Thus, to attract the target audience along with enhancing the footfall of the customers
in their platform, it is necessary for the organization to build aggressive promotional and
marketing campaigns in order to grab target and potential customers’ interest towards the
organization (Dolfsma & Van der Eijk, 2018).
Industry Rivalry: Major competitors for Dawr Ly are Google Maps, Mr. Usta and every other
social media platform which provides information regarding the nearest services available along
with providing other information. In relation with setting up an effective brand image amongst
the competitors, it is necessary to spread awareness amongst the target audience in order to stand
up in the extensively high competitive market.
4. Possible Business Model
4.1 Mission
Mission for Dawr Ly is “to provide fast, free, reliable and comprehensive information to our
users and connect buyers to sellers”.
4.2 Revenue Stream
In order to make the revenue system effective, all the sellers will be added in the section of
service providers according to the categories of services rendered by the organization. This will
help the buyers to find the perfect match as per their requirements and it will also act as an easy
to access platform. Locations of all the sellers will also be stored in the application so that
whenever a user tries to access the information to locate the seller, he/she could easily be able to

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reach out there. In relation to this, the sellers which are added in the application will pay certain
amount of money for giving them an effective platform which will be the first source of money
for Dawr Ly apart from this; the application also offers a premium membership to its sellers in
relevance with giving exposure to them to showcase their products and services on the top of the
list for getting more responses from the sellers (Khan, Awan & Ho, 2014).
Example:
Total population in targeted segment (Daily) 100,000
Prospects converted to our company (Daily)
from total population (@1%)
10,000
Prospects (Monthly) (@26 days) 26,000
Prospects (Annually) (@12 months) 312,000
4.3 Operating Business mode
Advertisement &
Premium Membership
Money
Give Location
Selling shops and freelancers
Get Users
Locations
Our app

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4.4 Application of Teece’s Strategy Model
The Teece’s Strategy Model describes that it is highly imitable along with low complementary
assets. In relation with keep moving in the competitive business environment, major factor for
the organization to attain success is to innovate (Hussain, Alameeri & Ajmal, 2017).
Users
Strategy: Run!
Complementary Assets
Imitability
Low High
High