Business Plan of Alert Me: Security Device for UAE Residents

This project presents a comprehensive business plan for "Alert Me", an innovative security device designed to address traffic safety concerns in the United Arab Emirates. The plan outlines the problem of traffic congestion and accidents, proposing a device built with Arduino Uno, GPS, and other sensors to alert drivers and authorities in case of emergencies. The business plan details the device's competitive advantages, including unique features and innovative materials, as well as a sales and marketing strategy focused on online presence and content marketing. The plan also includes a competitive analysis, business model canvas, pricing strategy, and consumer value proposition, emphasizing the device's unique features and convenience. The device's application and operational demonstrations are provided, showing how the device will operate and offer features such as GPS tracking and emergency alerts. This project addresses an entrepreneurial venture, including its market analysis, competitive advantages, and a detailed business model, demonstrating the feasibility of this venture.

Running head: BUSINESS PLAN OF “ALERT ME”
Business Plan of “Alert Me”
Name of the University:
Name of the Student:
Authors Note:

1BUSINESS PLAN OF “ALERT ME”
Executive Summary
The residents of the United Arab Emirates face issues in their daily life that includes
traffic congestions that is mostly caused by the car accidents or fogs taking place more often in
the country. Focused on such issue faced by the residents of the nation on a constant basis, the
new business has decided to security or alert device that will be designed employing Arduino
Uno and the device is named as “Alert Me”.
Through introducing this alert device, the new business will be able to attain progress in
developing its prototype as it will follow its original business plan. The alert device prepared and
launched in the United Arab Emirates will also have the function of infirming the authorities
within the nation regarding the accident in order to make sure that the help needed arrives in
time. By launching the device to help the people in alerting them regarding any dangers on the
road it will consider using an Arduino Board, a few sensors along with including a GPS or GPRS
shield. This will further facilitate in developing an alert device that will have the capability to
deal with major disturbances that take place in the daily life of UAE residents.
Discussions
Problems and Opportunities
In UAE there have been several instances where the residents are observed to face
concerns related with increasing number of deaths because of daily traffic accidents or because
of unexpected weather changing situations. Moreover, certain instances have also been
evidenced where the emergency service authorities fail to arrive at the accident locations in
timely manner (Al-Shaer & Rahman, 2016). Considering such problems, the new business
implementing an alert device project “Alert Me” has high growth opportunities in the UAE
market. As observed from the name, the device is estimated to work effectively through alerting
the nearby vehicles of the accident or fog that took place within the specific location. In case of
any accident, the device will include a built in bumping sensor so that when a vehicle collides
with any object it automatically sends emergency messages to the authorities along with other
nearby “Alert Me” devices. Through sending such emergency messages to the nearby available
police or emergency service authorities will be informed and contacted immediately (Andersson

2BUSINESS PLAN OF “ALERT ME”
& Pettersson, 2015). Moreover, this device will have high success opportunity in the market as it
will support the police to attain better access to the bridge and the advertising screens. Moreover
this device can also be used to offer view through a large text that can infirm the drivers
regarding any accident.
Competitive Advantages
The alert device that will be developed by the business of “Alert Me” is deemed to offer
several competitive advantages the UAE market in contrast to its existing business rivals. The
alert device will be innovative and launched with new features in the market that can attain
increased target consumer attention (Bujari et al. 2018). Moreover, certain other competitive
advantages that will be offered by the device includes highly added sensors that will transmit
alert signals in case any vehicle collides with an object to the nearby vehicles installed with
“Alert Me” device along with the police and emergency service authorities. The emergency
transmissions will take place through a speaker system that will be installed in the nearby
devices. Moreover, different from the offerings of the business rivals, this new business will
develop its device in a way that in a situation of unexpected weather change like fog, the
passengers in the vehicles can press a button that can send various messages to the concerned
authorities and the nearby devices (Burns & Dewhurst, 2016). Moreover, another competitive
edge that will be attained by the newly launched device will be inclusion of innovative materials
different from that of the competitors is that are indicated below:
 Arduino Uno/ Raspberry Pi – This facilitates communication and motherboard
functioning
 GPS System – Will facilitate the authorities to locate the vehicle
 Sound System – This will inform the nearby vehicles about any accident/ weather
change
 Mini LCD Screen & 4*4 matrix – Will develop manual passenger input
 Multiple Sensors for Extra Functions – This will include gas sensor for realizing if
there is any CO2 emitted.
Sales and Marketing

3BUSINESS PLAN OF “ALERT ME”
In the initial stage, “Alert Me” should start collecting mails from the customers and
prospects. This needs to be made a company-wide priority as well as imperative component of its
culture. Moreover, it has to take an inventory of the mails received as well as not received along
with developing a project for getting the missing addresses. Moreover, the organization will need
to ensure easily navigable website with blogging and mobile responsive capabilities. Along with
this, the potential customers need to be provided with continuous supply of relevant, educational
and interesting content for developing an impactful online presence. For this, it would have to
create a content marketing plan involving relevant and regular content development depending
on the probable issues and questions to be encountered by the sales team after the
commencement of its business operations (Domanska et al., 2018). The organization could think
of using the social media sites as well for increasing its reach to the potential customers. “Alert
Me” could use trial and error combination in order to narrow down a campaign, which would
reach the potential customers within the desired range. Finally, it could think of adding videos
from its likely security equipment suppliers, which would even drive increased interests in social
media posts and digital advertisements.
Competition Analysis
“Alert Me” is observed to face competition from certain existing rivalry companies that
offer road security or emergency alert services or devices in UAE. However, from the market
research it is observed that the competitor companies do not offer a complete package of tools
and devices of an emergency alert system (Celik, McDaniel & Tan, 2018). The major
competitors are Vivint, ADT and Brinks that offers automation services in its alert devices that
offers full-featured and self-contained alarm solution. These rival companies offers alert devices
that are high in demand among the consumers because of their exceptional DIY security
solution services along with having security alarm systems, along with establishing a automation
system in operating them. The competition profile for the “Alert Me” device indicates that
despite of fierce rivalry in the market competing on offering the best and advanced security and
alert devices, “Alert Me” is estimated to attain competitive advantages as it will have unique
programming supported by Arduino and its related components, high quality wired circuit and
built up prototype (Domanska et al. 2018).
Business Model

4BUSINESS PLAN OF “ALERT ME”
Business Model Canvas of “Alert Me”
Pricing
Since “Alert Me” is planning to offer unique and useful security or alert device to its
potential customers, it needs to maintain a premium pricing policy, since only the rich and upper
middle class and the government agencies would purchase the devices. This is because these
customers tend to purchase the qualitative products regardless of increased prices (Al-Shaer &
Rahman, 2016). However, since the business is yet to start, the consumer likes and dislikes
would be considered significantly in this aspect. Therefore, for attracting the potential customers,
it needs to concentrate on striking a balance between the cost prices and the selling prices of the

5BUSINESS PLAN OF “ALERT ME”
security systems. On the other hand, when the business is stabilized in the market, it would adopt
competitive pricing strategy in order to charge the least possible amount for its products. Hence,
in order to cope up with competition in future, “Alert Me” would change from premium pricing
strategy to competitive pricing strategy (Bujari et al., 2018).
Consumer Value Proposition
Since “Alert Me” would be the first organization to introduce this type of innovative
security or alert system, the customers generally tend to think that the first organization entering
the market would offer the best products in their realm. In addition, the design of the security or
the alert system would be so unique that would assist “Alert Me” in differentiating its products
from the competitors in the UAE market. Along with this, since the products of the organization
would be provided to the government agencies, it would develop strong relationships with them
and thus, it would help in increasing its competitive edge in the market by becoming a popular
customer brand (Burns & Dewhurst, 2016). This would generate the awareness of increased
number of individuals towards the products offered by the organization and the organization
could earn significant amount of profit from increased sales.
The “Alert Me” device will focus on offering unique consumer value proposition for
increasing user installation of the alert device with the growing years of its business and also to
attain competitive edge by positioning itself as offering innovative features offered by none of its
business rivals. Such unique consumer value proposition that will offered by the alert device will
include automated accident or any hazard alert without zero failure in transmitting emergency
audio messages and transmissions to nearby “Alert Me” devices and in the emergency or police
control room. Despite having such innovative features the device will be highly convenient to
use by passengers as they can easily install them by themselves in their devices and can operate
its features simply (Gabler, Panagopoulos, Vlachos & Rapp, 2017). Certain other advanced
features that can serve as unique consume vale proposition includes use of recently launched
GPS and collision sensors that can alert passengers prior to any likely accident or hazard.
Demo of Application
“Alert Me” application will offer an advanced alert or security system installed in the
vehicles as per the needs of the target consumers through saving them time and from the risks

6BUSINESS PLAN OF “ALERT ME”
that thy might face on road. The main features that will be included in the devices are Arduino
Uno/ Raspberry Pi, GPS System, Sound system and a Collision sensor. Consumers can purchase
the device at an affordable price of 600 dhs and they can order the device through company’s
website. It is easy to install in the car through data cable (Gabler, Panagopoulos, Vlachos &
Rapp, 2017). The application device of “Alert Me” will be simple and convenient to use by
passengers were there is a power button to on the device. The passengers will login the device
through creating their account and filling in their details such as name, residential address, 2
emergency contact numbers and certain other details. Then the management team will collect
such data and store them in the database for all emergency measures (Hopp & Greene, 2018).
When the device will generate a code number on the users cellphone number from which they
can select the monthly, quarterly or annual subscriptions for attaining alert services. The
application will then operate automatically providing GPS racking and emergency alert
transmissions. Once the passenger completes his ride rating screen will appear on the device
through which they can rate their device experience and can provide any feedback (Schoitsch,
2016).
Demo of Operation
The figure below indicates the process in which “Alert Me” will operate. The operation
demonstration signifies that the data will be gathered from the target consumers in case they face

7BUSINESS PLAN OF “ALERT ME”
any accident in road. All the information will be collected will include the passengers current
location, expected time od arrival along with the shortest route to a particular route to a particular
slot that will be sent to a modem (Kim & Solomon, 2016). Data will also be directed through the
Wi-Fi signals and high quality data transmission sensors inbuilt in the device. The digitized
signature provided by the passenger while starting a vehicle will initiative the device and the
users will attain notification regarding any likely accidents that might occur beforehand and any
accidents that takes place (Kirby, Belamaric, Tur & Troillard, 2017).
Figure 2: Operation Demo of “Alert Me”
(Source: Authors Creation)
Financial Forecast
Through offering exceptional alert services on the accidental roads by building and
launching an innovative and high-tech security system, the business will ensure that the profits
from such project will grow over the next three years. The strategy for increasing profit margin
and cash flow in the first year of the project launch is to build a name for the services and the
product “Alert Me” among the target consumers in UAE (McKeever, 2016). In the future years
of this new business, it will focus on attaining growth through developing company image
among consumers by offering exceptional security support services and increasing brand

8BUSINESS PLAN OF “ALERT ME”
awareness. Such strategy is anticipated to increase the putout margin of the business along with
gradually increasing the gross margin and cash flow by 15% each year. The startup-costs needed
to launch the project along with estimated balance sheet, profit and loss and cash flow is
indicated below:
Start-Up Costs
Summary Statement
Sources of Capital
Owners' and Other Investments $60,000.00
Bank Loans $5,000.00
Other Loans $90,000.00
Total Source of Funds $155,000.00
Start-up Expenses
Bldgs / Real Estate $2,000.00
Leasehold Improvements $22,000.00
Capital Equipment $67,000.00
Location / Admin Expenses $76,000.00
Opening Inventory $0.00
Advertising / Promo Expenses $6,000.00
Other Expenses $20,000.00
Total Startup Expenses $503,000.00
Profit and Loss Forecast
Year 1 Year 2 Year 3
Gross revenue $80,000.00 $81,600.00 $84,864.00
Cost of goods sold $76,000.00 $77,520.00 $80,620.80
Gross margin $4,000.00 $4,080.00 $4,243.20
Other revenue [source] $65,000.00 $12,000.00 $15,000.00

9BUSINESS PLAN OF “ALERT ME”
Interest income $15,000.00 $420,000.00 $420,000.00
Total revenue $84,000.00 $436,080.00 $439,243.20
Sales and marketing $6,000.00 $6,120.00 $6,364.80
Payroll and payroll taxes $50,000.00 $51,000.00 $53,040.00
Depreciation $27,900.00 $28,458.00 $29,016.00
Maintenance, repair, and overhaul $0.00 $0.00 $0.00
Total operating expenses $83,900.00 $85,578.00 $88,420.80
$100.00 $350,502.00 $350,822.40
Interest expense on long-term debt $0.00 $0.00 $0.00
$100.00 $350,502.00 $350,822.40
Loss (gain) on sale of assets $0.00 $0.00 $0.00
Other unusual expenses (income) $0.00 $0.00 $0.00
$100.00 $350,502.00 $350,822.40
$0.30 $30.00 $105,150.60 $105,246.72
$70.00 $245,351.40 $245,575.68
Cash Flow Forecast
Year 1 Year 2 Year 3
Operating activities
Net income $6,700.00 $6,700.00 $6,700.00
Depreciation $27,900.00 $28,458.00 $29,016.00
Accounts receivable $35,000.00 $35,000.00 $35,000.00
Inventories $45,000.00 $45,000.00 $45,000.00

10BUSINESS PLAN OF “ALERT ME”
Accounts payable $6,000.00 $6,000.00 $6,000.00
Amortization $5,000.00 $5,000.00 $5,000.00
Other liabilities $25,000.00 $25,000.00 $25,000.00
Other operating cash flow items $0.00 $0.00 $0.00
Total operating activities $150,600.00 $151,158.00 $151,716.00
Investing activities
Capital expenditures $2,500.00 $2,500.00 $2,500.00
Acquisition of business $15,000.00 $15,000.00 $15,000.00
Sale of fixed assets $10,000.00 $10,000.00 $10,000.00
Other investing cash flow items $0.00 $0.00 $0.00
Total investing activities $27,500.00 $27,500.00 $27,500.00
Financing activities
Long-term debt/financing $7,500.00 $7,500.00 $7,500.00
Preferred stock $0.00 $0.00 $0.00
Total cash dividends paid $5,000.00 $5,000.00 $5,000.00
Common stock $56,000.00 $56,000.00 $56,000.00
Other financing cash flow items $5,000.00 $5,000.00 $5,000.00
Total financing activities $73,500.00 $73,500.00 $73,500.00
Cumulative cash flow $251,600.00 $252,158.00 $252,716.00
Beginning cash balance $0.00 $251,600.00 $503,758.00
Ending cash balance $251,600.00 $503,758.00 $756,474.00
Balance Sheet Forecast
Assets
Initial
balance Year 1 Year 2 Year 3
Cash and short-term investments $0.00
$251,600.0
0
$503,758.0
0
$756,474.0
0
Accounts receivable $0.00 $0.00 $0.00 $0.00

11BUSINESS PLAN OF “ALERT ME”
Total inventory $0.00 $0.00 $0.00 $0.00
Prepaid expenses $0.00 $0.00 $0.00 $0.00
Deferred income tax $0.00 $0.00 $0.00 $0.00
Other current assets $0.00 $0.00 $0.00 $0.00
Total current assets $0.00
$251,600.0
0
$503,758.0
0
$756,474.0
0
Buildings $50,500.00 $50,500.00 $50,500.00 $50,500.00
Land $0.00 $0.00 $0.00 $0.00
Capital improvements $22,000.00 $22,000.00 $22,000.00 $22,000.00
Machinery and equipment $67,000.00 $67,000.00 $67,000.00 $67,000.00
Less: Accumulated depreciation expense $0.00 $27,900.00 $56,358.00 $85,374.00
Net property/equipment $139,500.00
$111,600.0
0 $83,142.00 $54,126.00
Goodwill $3,200.00 $3,200.00 $3,200.00 $3,200.00
Deferred income tax $1,000.00 $1,000.00 $1,000.00 $1,000.00
Long-term investments $0.00 $0.00 $0.00 $0.00
Deposits $1,000.00 $1,000.00 $1,000.00 $1,000.00
Other long-term assets $0.00 $0.00 $0.00 $0.00
Total assets $144,700.00
$368,400.0
0
$592,100.0
0
$815,800.0
0
Liabilities
Initial
balance Year 1 Year 2 Year 3
Accounts payable $65,000.00 $65,000.00 $65,000.00 $65,000.00
Accrued expenses $0.00 $0.00 $0.00 $0.00
Notes payable/short-term debt $0.00 $0.00 $0.00 $0.00
Capital leases $0.00 $0.00 $0.00 $0.00
Other current liabilities $0.00 $0.00 $0.00 $0.00
Total current liabilities $65,000.00 $65,000.00 $65,000.00 $65,000.00
Long-term debt from loan payment
calculator $95,000.00 $0.00 $0.00 $0.00

12BUSINESS PLAN OF “ALERT ME”
Other long-term debt $0.00 $0.00 $0.00 $0.00
Total debt $160,000.00 $65,000.00 $65,000.00 $65,000.00
Other liabilities $0.00 $0.00 $0.00 $0.00
Total liabilities $160,000.00 $65,000.00 $65,000.00 $65,000.00
Equit
y
Initial
balance Year 1 Year 2 Year 3
Owner's equity (common) $50,000.00 $50,000.00 $50,000.00 $50,000.00
Paid-in capital $0.00 $0.00 $0.00 $0.00
Preferred equity $0.00 $0.00 $0.00 $0.00
Retained earnings $0.00 $0.00 $0.00 $0.00
Total equity $50,000.00 $50,000.00 $50,000.00 $50,000.00
Total liabilities and equity $210,000.00
$115,000.0
0
$115,000.0
0
$115,000.0
0
Management Team
The table below indicates the management team of this new business of “Alert Me” along
with that their responsibilities in operating the business and implementing the alert device
business.

13BUSINESS PLAN OF “ALERT ME”
Figure 1: Management Team of “Alert Me” Business
(Source: Authors Creation)
Management Position Job Responsibilities

14BUSINESS PLAN OF “ALERT ME”
CEO The CEO of the company will have the
responsibility of managing the conducts of all
the teams in the business. Moreover, CEO will
also be accountable for developing an
organizational culture of highly engaged
teamwork among employees and constantly
innovating culture that will facilitate in
improving the alert system to be launched on a
constant basis (McKenzie, 2015).
Vice President for Testing The vice president in the testing department of
the business will be responsible for managing
the testing director, manager, architect, team
lead, senior level, medium level and the
h=junior level employees. These personnel will
be responsible for developing the alert device
along with testing them fir further
improvements to avoid any dysfunction of the
launched devices.
Vice President for Development The vice president for development in the alert
device company will be responsible for
managing the various levels of employee teams
working under them (Scarborough, 2016). He
will also be responsible for monitoring the
activities of the development teams whether
they are working their best towards attaining
the business goals.
Employee teams The development employee team working
under vice president of development will
include development director, manager,
business teams, lead and developer along with
the building and releasing teams. These

15BUSINESS PLAN OF “ALERT ME”
personnel will be accountable for developing
various functions in the alert system on a
constant bass that will further improve the
operations of the application. These employees
will have the work of configuring the hardware
and software components in promoting the
efficiency of the device (Qiu, Chorley &
Panek, 2015).
Salesperson The personnel will have the responsibility if
developing sales strategy in distributing the
“Alert Me” device among the target
consumers.
Status and Milestones
The process below indicates the project life cycle along with its development stages that
can support its successful launch and operations in the market:
 Phase 1: Analysis of the UAE market and the consumer needs, this will also include
brainstorming all possible ways in applying the new business idea
 Phase 2: Having contracts and agreements to develop the safety project named “Alert
Me” after researching the available alternatives along with revealing their flaws
 Phase 3: Planning and designing the device along with taking it for pilot testing to
analyze effectiveness of the device
 Phase 4: Developing the necessary prototype and coding. Moreover, as per the market
demands certain technologies will be added to the alert system at this stage that will
include Arduino Uno/ Raspberry Pi, GPS and sound system along with collision sensor
 Phase 5: Presentation of the launching the device in the market

16BUSINESS PLAN OF “ALERT ME”
Conclusion
In UAE there have been several instances where the residents are observed to face
concerns related with increasing number of deaths because of daily traffic accidents or because
of unexpected weather changing situations. Focused on such issue faced by the residents of the
nation on a constant basis, the new business has decided to security or alert device that will be
designed employing Arduino Uno and the device is named as “Alert Me”. The alert device that
will be developed by the business of “Alert Me” is deemed to offer several competitive
advantages the UAE market in contrast to its existing business rivals. The alert device will be
innovative and launched with new features in the market that can attain increased target
consumer attention. Through offering exceptional alert services on the accidental roads by
building and launching an innovative and high-tech security system, the business will ensure that
the profits from such project will grow over the next three years. The strategy for increasing
profit margin and cash flow in the first year of the project launch is to build a name for the
services and the product “Alert Me” among the target consumers in UAE.

17BUSINESS PLAN OF “ALERT ME”
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