Astra plc Project Proposal: Launching New Health & Fitness App

This project proposal details Astra plc's plan to diversify its portfolio by launching a new health and fitness app. It includes a five-stage project plan covering initiation, planning, execution, monitoring, and closure, visualized through a Gantt chart. The proposal outlines the project's scope, including app design, social media integration, in-app purchases, customization, and testing. It identifies potential risks such as competition and cost overruns, along with mitigation strategies. Key performance indicators (KPIs) like user growth, retention rate, and cost-benefit analysis are defined to measure the app's success. The proposal concludes with a plan for continuous improvement based on user feedback.

PROJECT PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Project plan for launching a new health and fitness app.............................................................3
Project scope................................................................................................................................6
Project risk...................................................................................................................................7
Project Success............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................2
Project Plan..................................................................................................................................2

INTRODUCTION
Project management can be defined as the process involving leading a team formed for
the accomplishment of certain project goals and objectives within the given time constraint by
using specific knowledge and skills (Khawas and Shah, 2018). This report is based on Astra plc
which is a small – sized company looking for portfolio diversification through launching new
health and fitness app within the duration of three months. Accordingly, to assess the suitability
of the app, with the help of Gantt chart, a project plan would be developed. Also, the scope and
risk associated with the new app launch will be discussed in this report. In the last, several
indicators that would be used for measuring the success of the app will be defined in this report.
MAIN BODY
Project plan for launching a new health and fitness app
Project plan has been developed in the following five stages:
Project initiation
 Determination of goals and scope for the project
 Determining the target audience
 Carrying out market research
 Making prediction for the potential subscriber
 Analysis of competition
Project planning
 Budget development
 Creation of blue prints
 Selecting an attractive name for the app
 Hiring App developers
 Identification of risk and related mitigation strategies
 Final development of the App
Project execution
 Testing experience of the end user
 Carrying out pilot testing
 Testing security and performance of the App
 Launching of the App
Project monitoring and controlling

 Promotion of App on social media
 Risk monitoring
 Determination of Key Performance Indicator (KPIs)
 Monitoring aspects of the app (ratings, active users and number of downloads)
 Evaluation of metrics related to performance measurement
Project closure
 App launching ceremony
 Distribution of award to key contributors
 Obtaining user's feedback
 Celebrating success
Gantt chart

Network diagram
Project scope
The scope of the project involving launching of new health & fitness app are as follows:
Designing the app and cost of launching: Astra Plc need to incur overall cost of £28000 in an
attempt to design & launch health & fitness app. The app designing will be done in unique
manner along with a dashboard indicating all the key features associated with the new app which
involves timer, statistics or list of exercises, diet plan, alarm for water intake, etc.

Social Media integration: The promo video along with all the other relevant information
associated with the app will be shared over social media platform in an attempt to create
awareness among target audience regarding the newly launched app and their features (Bond-
Barnard, Fletcher and Steyn, 2018). All other updates and developments taking place in app will
also be shared on social platforms such as Instagram, Twitter and Facebook.
In – app purchase: Several in-app purchases would be offered to users once they will complete
done with the downloading and logging in the health & fitness app. This involves training
sessions from health experts, personalized diet plan and videos concerning the recipes of healthy
drinks and foods.
App-customization: At the home page of the app, a timer is available which could be used by
customers for their different purposes such as setting alarm for water intake, exercise time and
the food intake time. Accordingly, customized experience would be enjoyed by customers based
on their several requirements.
App testing: Testing from the perspective of end user will be done through QAs automated test
scenarios to determine the compatibility, usability, performance and functionality of the health &
fitness app before launching it. With the tool such as automated app testing tool, testing of
customer satisfaction will also be done (Ahmed, 2019).
App launching: Through app launching ceremony, app will be launched. Also, social media
influencer will share their promo video as well as their views for the app over social media
platform. Accordingly, health & fitness freak Adam Gernilli has been selected as the brand
ambassador by Astra plc for their app meant for health & fitness.
Project risk
The risk associated with the launching of new health & fitness app are as follows:
Competition: There is a high competition from other apps which could have sever impact over
the performance of newly launched app. These competitive apps involve fitness coach app and
My fitness pal which are enjoying great presence in the global market. To mitigate this,
intellectual property rights are necessary to be acquired.
Cost overrun: The likelihood of this risk is moderate but could have high impact over app
performance. To mitigate this risk, budget development could be a better option to reduce the
probability of this risk which would facilitate appropriate monitoring of cost on daily basis.

Issues pertaining to design & compatibility: There is less likelihood of this risk but its impact
would be high. Accordingly, highly qualified app developers will be hired who could conduct
automated app testing and therefore, the issue would be avoided (Khawas and Shah, 2018).
Project Success
Indicators for measuring project success would be as follows:
 growth in active users and app downloads on daily basis would indicate app success.
 Customer retention rate over the App is one of the best indicator for measuring the app
success by Astra plc.
 Also, Astra plc will carry out cost benefit analysis for measuring the success of the newly
launched health & fitness app. Here, difference between cost incurred and returns
generated are obtained to determine the success or failure of the app.
 At last, ratings, comments and reviews given by users over social media platforms would
be used as an indicator for measuring the newly launched app's success. Accordingly, in
case of negative reviews, modifications would be made immediately to ensure customer
retention.
CONCLUSION
In this report, the project plan for the launching of new health & fitness app has been
developed and several risks associated with this project has been identified along with the
strategy to mitigate the same. All the elements indicating the scope of the app has been stated
along with indicators through which the success of the app would be measured by Astra plc.

REFERENCES
Khawas, C. and Shah, P., 2018. Application of firebase in android app development-a
study. International Journal of Computer Applications, 179(46), pp.49-53.
Ahmed, S., 2019. A review on using opportunities of augmented reality and virtual reality in
construction project management. Organization, Technology and Management in
Construction: An International Journal, 11(1), pp.1839-1852.
Bond-Barnard, T. J., Fletcher, L. and Steyn, H., 2018. Linking trust and collaboration in project
teams to project management success. International Journal of Managing Projects in
Business.
Khawas, C. and Shah, P., 2018. Application of firebase in android app development-a
study. International Journal of Computer Applications, 179(46), pp.49-53.
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APPENDIX
Project Plan
Slide 1
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Slide 2
 Astra Plc is small sized company who provide effective different vitamin and mineral
based food supplements and now looking for developing an application to diversify its
portfolio.
 With the help of effective online application for a marketing advertising, company is able
to grab attention of many customers towards it.
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