Project Management Strategies for Astra Plc's Health App Launch

This report examines Astra Plc's project to develop a health and fitness app aimed at young, obese individuals with limited time for physical activity. The project plan, guided by a Gantt chart, focuses on creating an application that provides fitness solutions while protecting user privacy, involving the hiring of IT experts. The app's scope includes basic exercises, guidance from fitness celebrities, social media integration, activity monitoring, in-app purchasing, and customisation to meet individual user needs, tested initially with a smaller audience before a wider launch. Risks identified include delays in app design, competition from other apps, cost overruns, design and compatibility issues, and potential defects or security vulnerabilities. Success is measured by user numbers, active users, retention rates, cohort analysis, lifetime value, and bonus value additions. The report concludes that the app has potential value for its target audience, and mitigating identified risks is crucial for Astra Plc's growth and development.

Project management

Table of Contents
INTRODUCTION ..........................................................................................................................3
Project plan......................................................................................................................................4
Project Scope ..................................................................................................................................5
Project Risk .....................................................................................................................................6
Project success.................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In this report, Astra Plc is making an app that is health and fitness related in three
months. Astra Plc is small organisation that sells vitamins and minerals. This is focusing on
obesed young generation who has no time or less time for its physical activities. This app will of
much value to its users. The scope, success and various risks that are associated with this app are
discussed in this project report.

Project plan
The project plan is considered as major approach which helps a project manager to deal
with all consequences and issues related to a project. It is essential for a project manager to
develop a formulate an effective project plan to achieve major objectives and goals of a project.
The project plan is to develop an application which is helpful in providing fitness solutions to
young generation(Ansah and Sorooshian, 2018). The project plan will also include key and
effective modifications in the application which is helpful in protecting privacy of customers.
The project plan will also include hiring of IT experts in order to develop the application in a
precise manner. In order to achieve tasks associated with the project which is based on
development of an application for fitness and healthy lifestyle among the young generation. The
planning will be done and objectives will be achieved with the help and support of Gantt chart.
GANTT CHART

Project Scope
Astra Plc is making a health and fitness app that will have its impact on a large number of
population. It is especially made for young generation that is obesed and can't go to gyms and
other fitness institutes or is busy within their schedules or some other reasons(Fewings and
Henjewele, 2019). The designing of this fitness app will be done with very basic healthy and fitness
activities and exercises. This app will have some famous fitness celebrities for guiding and
training to youth. This app will provide videos and all contents related to exercises. This app will
have different features about exercises of different body parts and all other detailing. The
launching cost of this fitness app is 50,214.05 pounds. Social media integration of this app will
be done by a different fitness page with its name. This app will provide all monitoring of one's
physical activities on mobile cells allowing all their details about heart rates, their basic duties
and all other activities and exercises done(Tonchia Tonchia and Mahagaonkar, 2018).
This app will also provide the features of in-app purchasing, this purchasing will be all
related to sporty outlooks of celebrities and this purchasing will be of branded and non branded
items both and some features of payment and acceptance of bills. This app will be featuring app
customisation also. It will meet demands of particular targeted audience and their personal
targets that is some specific body parts they want to increase or decrease and improve their body
status. The testing of this app will be done by targeting a smaller audience and then it will be
checked how this app benefits its users and in what portion, it is effective. Then this app will be
launched on a larger scale. The launch of app will be done on all fitness platforms of city with
complete promotions and advertisement.

Project Risk
There have been a lot of risks that Astra Plc has to face in its app launching. This risks
can be minimised but can't be cut off for the whole(Kaim, Härting and Reichstein, 2019). These
risks are delay in app design, competition from other apps and many more. These risks are
explained as follows:
Delay in app design: Delaying in app designing can be biggest risks for Astra Plc as the team
managing the designing and making app, may face some technical issues or some glitch or some
other causes that can result in its delay in making (Kerzner, 2018). Some satellite issues or
problems or lack of some information, that is essential can also lead to this.
Competitive rivalry: There are numerous fitness related apps available in market to use. This
competition is also a risk for Astra Plc, as these apps have loyal customers. It won't be easy for
Astra Plc to capture these customers, so competition in market is also considered a big risk for
company.
Cost overruns: The budget's costing can also get increased resulting in unbalanced budget and
leading Astra Plc in debts. These costs can overrun in its operations or working or some other
contingencies can also occur while its making.
Design and compatibility issues: There can be many risks that Astra Plc can face in its
designing and compatibility with all its fitness routines. Designs can be copied or some designs
that Astra Plc needs might not be that available in market or might not be possible.
Defective and unsecured working of app: Astra Plc may face risk in its working and some
defects may arise. These defects can arise in app while working, its operating and can also have
the risk of unsecured working of app that app might take away some personal data of users
because of some glitch in its working.

Project success
The working of app in market is important for its success. The success of app can be measured in
following ways:
Numbers of users: The very first step of success of app will be measured by the number of
downloads of that app and how many people really want to use this particular app(Kerzner, 2019)
. So their engagement with the app will lead to its success.
Active users of app: With all these downloads of app, how many people really use this app and
has started working with it are its active customers and this is main component of its success
rate. How many people are actively operating with app will result in success and growth of app.
Retention: It will be very valuable to keep or retain those active customers and users, as only
these customers will be loyal users of app(Koke and Moehler, 2019) . They will be measured
with their working on app on a regular timely basis such as within weeks or months.
Cohort analysis: This step will include checking of all dropouts of users of app. The IT team of
app will monitor all its users, downloaders, active users and even permanent users of app. This
monitoring will determine success rate of app.
Lifetime value: This step in success valuation, will include checking of how much value each
and every customers or user brings for app. This lifetime value is measured and it is noticed or
checked with profits or loss that user is bringing for app.
Bonus value: The final step that is taken for measuring success is by checking any bonus value
additions by users. Any more promotions or sharing done by users is considered as bonus for
app.

CONCLUSION
From this report it can be concluded that this app is of value to its targeted audience. The
plan of this project is explained with the help of Gantt chart along with risks involved in its
working and all, with its success measures and all. There are various risks that can be over
comed by their minimisation and these are explained above. Success of app will lead Astra Plc to
grow and develop.

REFERENCES
Books and Journals
Ansah, R.H. and Sorooshian, S., 2018. 4P delays in project management. Engineering, Construction and
Architectural Management.
Fewings, P. and Henjewele, C., 2019. Construction project management: an integrated approach.
Routledge.
Kaim, R., Härting, R.C. and Reichstein, C., 2019. Benefits of agile project management in an
environment of increasing complexity—a transaction cost analysis. In Intelligent Decision
Technologies 2019 (pp. 195-204). Springer, Singapore.
Kerzner, H., 2018. Project management best practices: Achieving global excellence. John Wiley & Sons.
Kerzner, H., 2019. Using the project management maturity model: strategic planning for project
management. John Wiley & Sons.
Koke, B. and Moehler, R.C., 2019. Earned Green Value management for project management: A
systematic review. Journal of Cleaner Production, 230, pp.180-197.
Tonchia, S., Tonchia and Mahagaonkar, 2018. Industrial project management. Berlin: Springer.