Business Project Management: Santé Bucco-Dentaire Application Idea

This business project proposal outlines the concept for "Santé Bucco-Dentaire," an oral healthcare mobile application designed for the New Zealand market. The application aims to increase oral healthcare awareness and provides guidance on brushing habits and oral care. The proposal details the value proposition, which focuses on diverse users seeking to maintain oral health. It identifies the target market as individuals seeking cosmetic dental treatments, dental professionals, patients, and families across all age groups. The proposal also includes a market segmentation strategy based on demographic, geographic, behavioral, and psychographic factors. Key components of the business model, such as key partners (supermarkets, marketing agencies), resources (health experts, technology), and activities (advertisement, health advice), are discussed. The application's competitive advantage is highlighted, emphasizing its unique combination of guidance, expert advice, and partnerships with supermarkets for dental care products. The cost structure (fixed and variable costs) and revenue streams (payments from browsers, commissions) are also outlined. The project is supported by references to market segmentation and mobile application research.

Business Project
Management
Santé Bucco-Dentaire – The Oral
Healthcare Application

Business Idea
O Santé Bucco-Dentaire application is the
the oral healthcare mobile application that
will be introduce in New Zealand market
O Motive of the application is to increase the
oral healthcare awareness among people
in New Zealand.
O Value proposition - Santé Bucco-
Dentaire is for diverse people who are in
need to maintain oral healthcare and want
to enjoy a happy smile on their face.

Santé Bucco-Dentaire
application

Target market
O The target market of Santé Bucco-Dentaire
application are customers in the search of
cosmetic dental treatments, dental professionals
like dentists, dental problem patients, families, and
for all the age group like old age, teenagers,
adults, and kids.
O All these customers will be targeted by the
company through different online and offline
advertisements channels like television, social
media advertisement, digital marketing, etc.
O Criteria for Market Segmentation are demographic
segmentation, geographic segmentation,
behavioural segmentation, and psychographic
segmentation (Dolnicar, Grün & Leisch, 2018).

Requirement of the Business
O Key Partners – Supermarket,
customers, marketing agencies, health
advisers and experts, and IT Team.
O Resources - Santé Bucco-Dentaire
application, health experts, advanced
technology, and Goodwill.
O Key activities – Advertisement,
Brushing habits and good behaviour
habits, health advice to the users, and
Tie-ups with supermarket

Competitive Advantage
O Santé Bucco-Dentaire application is the only
mobile application that not just provides the
guidance regarding the brushing and cleaning the
teeth.
O But along with this, the application has contact
with experts who will give important advice to the
users of the applications to properly support the
users in what products and tools must be used to
overcome different types of dental problems.
O In addition to this, it has initiated the tie-up with
different supermarkets and grocery stores offering
natural and quality products for the dental care.

Cost Structure and Revenue
Stream
Cost Structure
O Fixed Cost
O Variable Cost
Revenue Stream
O Payment to different browsers
O Commission from Supermarkets and
Grocery Stores

Canvas Model

References
O Dolnicar, S., Grün, B., & Leisch, F. (2018). Market
Segmentation Analysis: Understanding It, Doing It,
and Making It Useful 1st ed. Germany: Springer.
O Mobile Marketing Application. (2019). Oral-B: Oral-B
Bluetooth- Connected Electric Toothbrush and App.
Retrieved from https://
www.mmaglobal.com/case-study-hub/case_studies
/view/31744
O Walker, L.A. (2012). Top 15 Mobile Applications for Dental
& Oral Health. Retrieved from https://
www.medscape.com/features/slideshow/dentalapps#2
O Wedel, M., & Kamakura, W.A. (2012). Market Segmentation:
Conceptual and Methodological Foundations 2nd ed.
Germany: Springer Science & Business Media.