Business Plan: Easytranslator - Mobile App for Menu Translation

This business plan outlines the development and launch of Easytranslator, a mobile application designed to translate restaurant menus for international travelers. The plan begins with an executive summary and an introduction, detailing the rationale, mission, vision, aims, and objectives of the business. It then delves into the business concept, describing the app's features, target market (hospitality industry), and value proposition. A literature review provides industry and feasibility analysis. The project further investigates market research, product/service, organizational, and financial feasibility. The plan then analyzes the business model, including strategic analysis, competitive advantages, and strategies for success. The business plan concludes with an evaluation of the business's viability, considering critical success and failure factors, and providing a schedule for implementation. The app aims to solve language barriers in the food industry, starting in Morocco and expanding globally, with features like barcode scanning and multiple language support.

Business Plan
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Contents
Business Plan...................................................................................................................................1
Executive Summary.........................................................................................................................4
Chapter 1: Introduction....................................................................................................................5
1.1 The rationale of the business opportunity..............................................................................5
1.2 Scenario Chosen....................................................................................................................6
1.3 Mission..................................................................................................................................7
1.4 Vision.....................................................................................................................................8
1.5 Aim........................................................................................................................................8
1.6 Objectives..............................................................................................................................8
1.7 Structure of the business plan Sign Posting...........................................................................9
Chapter 2: Business concept..........................................................................................................10
2.1 Introduction..........................................................................................................................10
2.2 Description of the business concept....................................................................................11
2.3 Product or services description............................................................................................12
2.4 Target market.......................................................................................................................13
2.5 Positioning strategy.............................................................................................................14
2.6 Value added.........................................................................................................................15
2.7 Who is involved...................................................................................................................16
2.8 The window of opportunity.................................................................................................17
2.9 Chapter Summary................................................................................................................18
Chapter 3: Literature Review.........................................................................................................19
3.1 Introduction..........................................................................................................................19
3.2 Industry analysis/ Feasibility...............................................................................................20
3.3 Conclusion...........................................................................................................................22
Chapter 4: Feasibility/Methodology..............................................................................................23
4.1: Introduction........................................................................................................................23
4.2: Market Research................................................................................................................24
4.3: Market analysis from secondary and primary data collected.............................................25
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4.4: Product/Service Feasibility.................................................................................................30
4.5: Organisational feasibility....................................................................................................31
4.6: Financial feasibility............................................................................................................33
4.7: Chapter Summary...............................................................................................................36
Chapter 5: Analysis of the business model....................................................................................37
5.1 Introduction..........................................................................................................................37
5.2 Strategic Analysis of new business idea..............................................................................38
5.3 Identification of the source of competitive advantage and sustainability............................42
5.4 Selection of strategies for success.......................................................................................43
5.5 Development of appropriate business model.......................................................................44
5.6 Chapter summary.................................................................................................................46
Chapter 6: Evaluation of the business plan....................................................................................47
6.1 Introduction..........................................................................................................................47
6.2 overall assessment of the business plan...............................................................................48
6.3 Business plan schedule........................................................................................................49
6.4: Is the business viable..........................................................................................................50
6.5 Discussion on the critical success and the failure factors....................................................52
6.6 Chapter summary.................................................................................................................53
References......................................................................................................................................54
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Executive Summary
A business is successful in the international market when it has the structure where they can
handle maximum number of customer at once and are able to tackle the requirements of all the
customers. So the new mobile app Easytranslator is one of the kind which will handle all the
issues of the users so that they are able conquer their issues through this app. As this is the newly
developed app hence for making this app a huge success various steps has been taken by the
company to market it in different countries and in different restaurants of the world. For making
the app and to enhance its functions a team of members are set in the different parts of the world
who collects the information about the menus of restaurants and input it into the company’s
mobile app. Hence as the app is very useful to the users and the tourist and so it is recommended
to them to launch the app at a global level.
While in this research procedure the method that is best suited for analysing the trends and the
considering that if the business is viable or not, is Primary source where various primary data are
collected and integrated into one so as to achieve the objective of making the plan viable. While
various interviews are taken so as to achieve the viability of the research.
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Chapter 1: Introduction
1.1 The rationale of the business opportunity.
The hotel industry in the world is considered as one of the fastest growing industry. The number
of people who are visiting the hotel daily are increasing and their demand towards the food that
is being served to them are also increasing. While if the hotel is in the country in which you live
then it would be easy for the customers of the company to understand the menu that is being
provided by the restaurant or the hotel (Burns and Dewhurst, 2016). However there is a barrier in
this industry which is due to the language problem, as this is seen that when the travellers travel
to another country and enters into the restaurant for eating food then they have a problem of
language barrier due to which they are not able to learn about the menu that is being provided to
them. Also this is seen that there is no competition in the market except one mobile app which
translates only one language into other language, but it does not translate restaurant menu into
the desired language. Hence there is vast opportunity for the company to achieve the objective of
maximising the number of hits and increasing downloads on the mobiles phones of the
consumers.
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1.2 Scenario Chosen.
The chosen scenario for this purpose is building a mobile app for the people who are not able to
read the language which is written on the menu of the restaurant (Chambers and Humble, 2017).
So this is the main problem for most of the people who visits the country and find the restaurant
to order the food for them. Hence this is the app which will help people to tackle their problems
and would be able to solve the problem of ordering the food from the different language and
according to their taste and preference.
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1.3 Mission
The mission of the app Easytranslator is given below which would help to solve the problems
that are faced by the tourists while ordering the foods (Correll and et. al., 2016). Hence the
mission of this app are:
 To help the users of the app to translate the menu into their readable language.
 To position this app in the market at the top position where no one else is going to
hamper the market.
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1.4 Vision
“The vision of the company is to launch the app to the mass population so that the users of the
app gets benefit of translating the menu which is not readable by them in the readable language”
1.5 Aim
The aim of the research describes what is concluded in the research so as to give the best result.
Hence the aim of this business plan is:
 To describe the business context and the target market selected.
 To set a mobile app and make it accessible via the main markets i.e. through play store
for android and app store for Apple (Ward, 2016).
 To Emphasis the aim of the App and its valuable useful benefits.
 To start up the business in Morocco and then strengthen its roots after which it would be
spread into other countries.
1.6 Objectives
The objectives of the research are described below:
 To describe the business context and the target market selected.
 To set a mobile app and make it accessible via the main markets i.e. through play store
for android and app store for Apple.
 To Emphasis the aim of the App and its valuable useful benefits.
 To start up the business in Morocco and then strengthen its roots after which it would be
spread into other countries.
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1.7 Structure of the business plan Sign Posting.
The presented business plan of EasyTranslator divided into 5 section. Hence the
information about the structure of the plan is given below:
Introduction:-
It is the first part of the plan where the brief information about the app and the aims and the
objectives of the app are given (McKenzie and Sansone, 2017). Also the vision and the mission
of the app is given in this section.
Business concept:-
This section describes about the basic idea of the plan to launch the mobile app for the users in
the Morocco. Further in this section the features of the company would be identified.
Feasibility study:-
This is the section which describes about the evaluation and the gathering of the information so
as to judge the plan on the bases of the viability and soundness. Hence for this different data
collection techniques are done by the researcher so as to give the accurate result for the company
(McKenzie, 2015). This would help them to solve the problem which occurs while launching the
app in the market. Hence for this various research methodologies are achieved. Also the primary
and the secondary market data are collected in this research.
Business Model:-
This section of the report would introduce about the business plan of the company to launch the
mobile app (Scarborough, 2016). Also this contains the strategy which helps in supporting the
competitive advantage that they would gain over other organisations. This also contains the
description about the resources that are required to solve the issue.
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Chapter 2: Business concept
2.1 Introduction
The Easy translator is an application that will help the users of the app to translate the menu of
the restaurant and the hotels to other language that is preferred by them. This application is built
to focus on people who loves to eat different food but are not able to order it due to the language
difference (Jeong and Lee, 2017). While this app will also help the users who loves to travel to
different country but to the language barrier faces the problem of the eating food in those
countries. Also this application will have the advantage of ordering the food online as and when
it would be demanded by the customer but this option would be given after the success of its
initial objective (Acuña-Carvajal, and et. al., 2019). In this chapter the description of the business
concept would be done or provided so as to make the readers understand the business concept
and different way of doing business and the opportunities that are available for its expansion.
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2.2 Description of the business concept
The business concept is defined as the term which specifies the overall concept that is associated
with the company’s business. It is the term where the features of the business would be defined
and what will it offer to the potential customer would be showcased. As this is seen that the
company wants to build an application which is user friendly and which suggest the language
translation option to the different users. Here the company has identifies the opportunity where
they would help the tourist that visits different nation and the want to eat something but due to
the language barrier are not able to understand the food that is ordered by them. While this is
seen that it is the big problem that occurs to the travellers and the tourists due to which they
order wrong food that is not liked by them (Amirul, Baharum And Shali, 2018). While this
would also help the owners of the restaurant and the hotels to make their clients understand and
translate the language that is written on the menu of the hotel. Hence for this various partnership
would be done by the company with various hotels and the restaurants. While the company
would also fix a bar code scanner for all the dishes that are in the menu of the hotel. While the
application would be made available in both the leading market that is play store and the app
store for download and this would only cost a little to the users (Gupta, Miller and Darda, 2016).
This is also seen that the application would also have some in app purchase option to open the
other features that it would offer to the users of the applications.
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2.3 Product or services description
As this is seen that the company has decided to build an application which would help the tourist
and the travellers to order the food in the restaurant and hotels. Hence the product that would be
offered to them includes the application which is built for the mobile phones with an easy user
interface. The name of the application would be EasyTranslator. This application would be
available to both the users of the android as well as the IOS. Here the users have to sign up in the
application and has to select the language preference after which the language would be set
accordingly. Hence as and when the users would scan the barcode that would be printed in the
front of the hotel will get translated into the set language that is set by the user initially. While
the user of the application would also get the option to change the language and translate it into
the other language as they desire (Anastas and et. al., 2017). This application would work in
different 20 most spoken language in the world. While the initial market from where the
company would start its application would be Morocco and UAE.
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