Strategic Project Plan: Astra Plc's Health and Fitness App Launch

This document presents a comprehensive project plan for Astra Plc's launch of a health and fitness app, aimed at diversifying its portfolio and enhancing brand equity. The plan outlines the project's objectives, target customers, and key features, including in-app analytics, calorie tracking, and social media integration. It also addresses the project scope, covering app design, launch costs, customization options, and testing procedures. Furthermore, the plan identifies potential risks, such as cost overruns and competition, and proposes mitigation strategies. Finally, it defines success metrics based on user feedback, revenue targets, and project completion within budget and timeline. The project aims to leverage the app to promote Astra Plc's food supplements and establish a strong presence in the tech sector.

Project

Table of Contents
INTRODUCTION.....................................................................................................................................3
Project Plan............................................................................................................................................3
Project Scope..........................................................................................................................................3
Project Risk............................................................................................................................................4
Project Success.......................................................................................................................................5
CONCLUSION..........................................................................................................................................6
REFERENCES..........................................................................................................................................6
APPENDIX................................................................................................................................................7

INTRODUCTION
A Project Plan is a document containing the description of the scope of project, its
execution, monitoring, controlling, risks as well as measures for success (Varma, 2022). The
following report will cover the Project plan of Astra Plc. , a small sized company dealing in
vitamin and mineral based food supplements. The project plan is regarding launching of the
“Health and Fitness app” to diversify the portfolio of the company. It will also cover the project
scope, Project risk and project Success.
Project Plan
Astra Plc. is going to launch the Health and Fitness app for which it needs to create the
following project plan :
 Aim of the project : The aim of launching the app is to diversify the portfolio of the food
supplements of Astra plc. and to increase the brand equity of the company.
 Project Title : The Title of the project is “Launching of Health and fitness app”.
 Target customers : The target and potential customers of the company will be
youngsters. Professionals, social media influencers and Athletes etc.
 Implementation of in app analytics : The app will include the calorie calculator and
track caloric intake tools, virtual trainer, sharing option for fitness, result tracking i.e.
fitness progress, Blogs on fitness goals etc.
 Time frame : 3 months
 Gantt Chart : It is a project management tool that describes the project plan. It includes
two parts i.e. left side contains the list of tasks and right side contains timeline and
schedule bars for visualization of project.

Project Scope
It is a way to set limits on the project and define the goals, deadlines and deliverables of the
project (Heo and Heo, 2022). In context with Astra Plc., the main aim behind this project of

launching the Health and fitness app is to increase brand equity by diversifying the services of
food supplements by providing food and fitness blogs on the app. The company want accomplish
this goal by providing convenient in app analytics for the users and by providing them with the
social media sharing option to share their fitness progress by using the app that will increase the
brand equity and revenues from downloads of the app.
 Design of the app : The app will be designed so as to include user personalization i.e.
age, gender, height, weight etc. ; Tracking metrics, push notifications, social sharing,
fitness blogs and option of goal setting etc.
 Launch Cost : The launch cost of fitness may differ in different countries but the
standard average cost is 30000-70000 US dollars.
 Social Media Integration : It will contain the social media sharing option to share the
fitness progress of the users on different social media platforms. Also, its target
customers include social media influencers as they are highly obsessed with self-fitness.
 In app purchase : The app will also contain some premium features that will be
provided on extra payments such as Training plans and personal support, extra health or
routine exercise tips through audio or video.
 App customization : It will contain the customization to meet the specific needs of the
users such as customized app theme, screen icons and individual app store listing.
 Testing of app : It also falls under project scope to test the app before launching it. The
project manager of Astra plc. will conduct compatibility tests to minimize compatibility
issues ; functional testing, server-side testing, load testing etc.
 Launching of app : After all the above essential of the project and analyzing the
competition, the app is ready to be launched by setting the mobile app’s landing page.
Project Risk
It is an uncertain event that may occur during or after the completion of project that could
leave negative impact on the progress of the project. The risks affect the schedule and budget of
the project (Yang and et. al., 2022). In context with Astra plc., its project of launching the Health
and Fitness app can have the following risks. Here is the Risk management plan of the project :

Risks Probability Impact Owner Mitigation Plan
Cost Overruns Medium High Project
Manager
The Gantt chart will help
in keeping the projects on
track and in mitigating
cost overruns by
constantly monitoring
progress.
Delays in app
designs
Low Low Software
Developer
As the company has a
realistic goal of 3 months,
it will help in reducing the
chances of app delays.
Design and
compatibility issues
High Medium Software
Developer
By developing a strong
architectural plan ,
preparing the release notes
and performing customer
outreach.
Competition from
other apps
High High Project
Manager
By listening to the user
feedback, checking the
mobile app competitors’
social media, analyzing
the products of
competitors, providing
reasonable premium
features etc., the risk of
competition can be
minimized.

Project Success
The project is said to be successful when it meets its objectives under the standard budget
and standard schedule. The company can measure their success by identifying the elements like
satisfied stakeholders , completion of the project within budget, delivery of project on time etc.
(Muntwyler, Braunschweig and Rosa, 2022). In context with Astra Plc., it can measure the
success of its project of launching the Health and Fitness by observing the reviews of the users
and by getting their feedbacks. The company can measure the target revenues from the
downloads of the app. The project of the company will be said to be successful if it will be
completed within the estimated cost that is 70000 US dollars and estimated time frame i.e. 3
months. The target customers or users such as social media influencers, athletes, youngsters must
be satisfied by using this app for making the project of the company successful.
CONCLUSION
From the above discussion, it has been concluded that the company has to formulate a
project plan to keep the documentation of project containing its aim, timeframe, etc. Project
scope has showed the cost, app customization in relation to the project. A risk management plan
has been prepared to mitigate the risks related to cost overruns and designs etc. To measure the
success, company needs to meet the objectives of the company.
REFERENCES
Heo, B.Y. and Heo, W.H., 2022. Integrated approach analysis of the effectiveness of disaster
prevention projects. International Journal of Disaster Risk Reduction, 69, p.102732.
Muntwyler, A., Braunschweig, A. and Rosa, F., 2022. Collaboration within and beyond the LCA
community: success stories, obstacles, and solutions—79th LCA Discussion Forum on
Life Cycle Assessment, 18 November 2021. The International Journal of Life Cycle
Assessment, pp.1-4.
Varma, S., 2022. Implementing Atma Nirbhar Bharat: A Project Management Approach.
In Transitioning From Globalized to Localized and Self-Reliant Economies (pp. 190-
207). IGI Global.
Yang, G., and et. al., 2022. Research on Value Creation of Engineering Project from the
Perspective of Knowledge Creation Fusion—Based on Stakeholder Theory. Journal of
the Knowledge Economy, pp.1-19.

APPENDIX

Notes:
The company will target the youngsters, athletes and social media influencers etc. for its
new app project. The Time Frame of the project is 3 months that the app is to be launched
within.

Notes:
The app contains a sharing option by which the users can share their fitness progress on any
social media platform that will facilitate healthy behavior change and will increase brand equity
of the company in Tech sector. The main features of the app will include result tracking i.e.
fitness progress, Blogs on fitness goals, motivation for health and fitness and social media
sharing etc.

Notes:
The company wants to provide more variety and options of its products through making the users
aware about the workout importance and proper diet to ensure achievement of fitness goals. It
will increase the brand image of the company and will make the company technologically
competent as compared to the competitors.

Notes:
The use of newly launched fitness app by the social media influencers and athletes will
promote the app and create its brand awareness among its target customers.
Notes: