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

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5. Legal
5.1 Freedom to Operate and IP Rights
In relevance with starting the business along with getting a good exposure from the market, it is
necessary to operate the functionalities after obtaining the license from the government. Along
with this, it is necessary for every organization to deal with the requirements of the target
audience and to comply with the rules and regulations set up by the Department of Economic
Development in UAE (Kumar, Sujit & Charles, 2018).
To protect the idea from not to be copied by any other business organization, copy rights and
trademark certificates will be obtained as per the trademark registration in UAE and the Ministry
of Economy in UAE in order to protect the rights of the organization as well as to gain desired
goals from the target market (Wang, et. al., 2016).
5.2 Business Structure
Initially, partnership form of business structure will be followed in order to protect the
organization from the full liability. Partnership form of business reduces the risk as it divides
amongst the all partners as per the agreed profit sharing ratio and it will also help the
organization to deal with the requirements of all related parties to the organization (Chowdhury,
2016).
6. Industry Environment
6.1 Division of Labour
Name: Huda Al Meraikhi
Job: Senior business Analyst, IT
Certificate: Bachelor of Information Technology / Web Development
Experience: 3 years in ADNOC, worked as Network Engineer, System Analyst, Web designer and
currently senior analyst in IT business relations department.
Name: Maitha Al Mazrourei

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Job: Personnel Officer
Certificate: Bachelor of Information Technology applied to Business
Experience: 2 years as a technical team supervisor in Western Region Municipality and 5 years as
personnel officer in ADNOC
Name: Osha Al Marar
Job: Employee Relations Officer
Certificate: Bachelor of Information Technology / Web Development
Experience: 2 years as an employee relations officer in ADNOC
Name: Shamma Al Quabisi
Job: Desktop Analyst
Certificate: Bachelor of Information Technology / Web Development
Experience: 2 years as desktop analyst in ADNOC
6.2 Skill/Experience gaps
For making the business idea successful and as per the expectations, it is necessary to arrange all
the resources required to fulfil the expectations along with accomplishing the desired goals and
objectives. Primary requirement for Dawr Ly will be a professional web developer who could
make the application and the website effective in terms of dealing with the customers’
requirements. Permanent web developer will also be required for the purpose of maintaining the
application and to improve it time to time in order to enhance the experience of the users with the
organization (Srivastava & Nanath, 2017).
A decent marketing team will be required along with a leader for developing effective
advertisement and promotional campaigns to spread awareness amongst the target audience.
Apart from this, the marketing team will also keep an eye to the business environment and the
trends followed by the customers in order to provide the same services and products as per their
requirements. Engaging customers’ interest in the organization is very crucial for the
organization, thus, it is necessary for the organization to regularly upgrade its services’ list for
improving their experience as well as to establish an effective and reliable image amongst the
customers (Barton, 2017).

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7. Marketing plan
Marketing plan plays essential role in order to spread awareness amongst the target audience in
relevance with the organizational products and services. This plan consist of various elements
through which relevant aspects are recognised for the objective of designing appropriate and
reliable marketing strategies in order to move towards the desired destination. Major aspects of a
marketing plan are analysing suitable target market, customer segments, determining
opportunities and threats in the target market (Mathooko & Ogutu, 2015).
In relation to the functionalities of Dawr Ly, their primary target market is Abu Dhabi and they
will target al customer segments in the target market to enhance their client base as well as to
generate opportunities for the objective of making appropriate opportunities to expand its
business in the other regions of UAE and further in the international market (Burns & Dewhurst,
2016).
7.1 Marketing Mix
Product
Dawr Ly is a map based mobile application that is formatted with sellers including the business
owners who run their businesses from their homes as well as freelancers who renders services in
their free time. In relation to this, buyers from all over the target market would be able to locate
the nearby sellers to their places as per their requirement of services. Dawr Ly will offer number
of services and products to their target audience including home décor, interior designers, home
cleaning, delivery of the grocery items, etc. The major attraction of this mobile application is
easy to use and it’s designing has been done by considering the requirement of all types of
customer segments to that large part of the traget market could be approaches (Aithal, 2016).
Price
Google Maps and Mr. Usta are the two primary competitors for Dawr Ly and both these
platforms have established their effective brand image due to which the chances for setting up
the position for Dawr Ly are less. In relation to this, organization will launch its mobile
application with an effective pricing policy to beat the competition as well as attract both sellers
as well as buyers towards their map based application. The low charges will attract sellers to get
register themselves with the application as it will help them to enhance their client base as well

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as to make appropriate utilisation of the available resources to attain the desired goals and
objectives (Fan, Lau & Zhao, 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
Place
Dawr Ly will operate over internet as it is a wide platform to reach towards the larger part of the
target market. In order to enhance the demand for the services along with attracting customers, it
will be necessary for the organization to implement effective advertisement and promotional
strategies. This will also help the organization to generate positive outcomes along with engaging
the customers with the organization (Ryan, 2016).
Promotion
This is the most crucial and effective medium for spreading awareness amongst the target
audience. In relation to the promotion of new business idea, integration of both traditional as
well non-traditional forms of marketing will be used in order to enhance the demand for the
organisation as well as to boost up the demand for the target market. Following promotional
tactics will be used for engaging customers as well as to attract larger part of the target audience:
Defining target market: In order to start the application with good exposure, it is necessary to
define appropriate target audience and as per this scenario, Dawr Ly will target all customer
segments, relevant marketing and promotional tactics will be implemented for the objective of
targeting the selected customer segments (Lovelock & Patterson, 2015).
Competitors’ research: In order to set up an effective image, competitors’ will be researched
along with determining their primary customer segments. As per the outcomes, relevant

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strategies such as innovation, creativity along with the trending media mixes for the objective of
differentiating its products and services from its competitors (Harvey & Sanchez, 2018).
Creating a landing page that sells: Landing page will be created for keeping the readers
engaged. The key elements of the application will be included such as name of the application,
features, promo video, logo, etc. so that the organizational customer base could be enhanced
(Russom, 2011).
Making application visible in the app store: This is the process through which mobile
applications are optimised to rank higher in the app store. The ranks help the mobile applications
to be accessed quickly because the higher the ranks of an application, the most it will be visible
to the customers. The factors which affect the visibility of the application are title, description,
icon and screenshots (Forbes.com, 2018).
Approaching through social media networks: Social media is the best measure in today’s
business environment to reach to the potential customers. This is because social media networks
describes the interest, hobbies and various other things with regards to a particular person, thus,
organization could design their advertisement content according to the outcomes obtained from
social media research. Facebook, Instagram, Snapchat, YouTube, etc. are the major platforms for
advertisement and promotion in terms of the social media network (Strauss & Frost, 2016).
Showcasing KPIs: In this step, all the key features, elements and other factors will be
highlighted and showcased amongst the target and potential customers through the mediums
used for marketing and promotional campaigns. In the context of Dawr Ly, its main KPIs are
large number of sellers including business owners who operate from their homes and freelancers,
varieties of services, huge range of products, systematically categorised on the basis of nature of
products and services, etc. (Davari & Strutton, 2014).
Budget
Profit and Loss Account
Profit & Loss for the year ending December 2018

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REVENUE
S
Sales 936,000
-COGS (732,000)
Gross Profit 204,000
EXPENSES
Salaries (100,000)
Rent (50,000)
Fees (40,000)
Insurance (4,000)
Internet & Phone (6,000)
Stationary and supplies (3,000)
Utilities (6,000)
Training (20,000)
Depreciation (119,667)
Interest (7,825)
Misc. -
Total Expenses (356,492)
Net Loss (152,492)

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Balance Sheet
BALANCE SHEET AT DECEMBER 2018
ASSETS
CURRENT ASSETS
CASH (137,545)
Accounts Receivables
Inventory
(137,5
45)
NON-CURRENT
ASSETS
Intangible assets 300,000
Decoration 10,000
cameras 5,000
Furniture 12,000
Computers 15,000
Printers 7,000
Phones -
Security system 10,000

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-Depreciation (119,667)
Net Assets 239,33
3
TOTAL ASSETS 101,7
88
LIABILITIES
CURRENT
LIABILITIES
Overdraft
Account Payables
NON-CURRENT
LIABILITIES
Net Borrowings (40%) 86,606
OWNERS' EQUITY
Paid-up Capital (60%) 167,674
Retained Earnings /
Accumulated deficits (152,492)
15,182
TOTAL LIABILITIES AND
OWNERS. EQUITY 101,7
88

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Start-up cost
START-UP COSTS/ONGOING COSTS
Salaries 156,000 13,000
Rent
25,000
12,500
Fees
28,000
14,000
Insurance
2,400
2,400
Internet & Phone
6,000
500
Stationary and supplies
3,000
1,500
Utilities
2,400
200
Marketing -
Training
20,000
10,000
Interest
9,104
759
Misc.
-
-
- -
Acquisition cost
16,000
Labor cost per unit

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36,000
Hosting & Market
20,000
1,667
Commission
-
-
Principal
Total start-up costs 56,525

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Assumptions made
Description No. of customers
Small events 140
Exhibitions 600
Total Freelancers 740
Small shops & businesses 50,000
Total expected participants 50,740
Conversion 10%
Yearly Prospects 5,074
Scenario 1
Yearly number of transactions per customer 1
Annual total number of transaction/units to be sold 5,074

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Conclusion
From the aforesaid information, it can be concluded that the business idea discussed in this report
is unique as well effective as the organization is targeting all types of sellers to enhance their
products and services’ range in order to fulfil larger part of the target audiences’ demands and
wants. In relation to this, this report has concluded various facts with regards to the business for
the objective of sustaining in the competitive business environment for longer period of time. In
this report, organizational vision, mission, objectives, business idea, target market, competitors,
etc. factors have been discussed. The last part of the report has also discussed marketing plan in
order to promote the idea amongst the target audience as well as to enhance the opportunities for
getting succeeded.

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