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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2.4 Target market
The target market of the company includes the hospitality industry and it desires to build an
application for the benefit of the hotel industry and the travel and the tourist users. This
application would initially hitting the target customers who usually goes to travel different
destination and are having problems due to the language barrier (Fyfe and et. al., 2019). While
on the other hand the company touristic place and the destinations which are widely recognised
in the world and where the maximum number of people visits is the target market for the
company.
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2.5 Positioning strategy
This is the strategy where the application of the company would be positioned in the market and
the step would be taken so as to increase the customers of the company. This is seen that the
company has used STP practice to increase the demand of their products and to position it in the
market (Barrera, 2016). The application would be positioned in the play store in the utility
segment for the android users as the number of the users in world are more for android. While it
would also be positioned in the app store for the IOS users at a fixed price so as to increase the
functioning. The application would start it debut at Morocco and would go live in this country.
While the barcode scanner would be provided to the user so as to directly link the download link
with the mobile users.
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2.6 Value added
The Easytranslator app has various factors that will help them in contributing towards creating
the value so as to attract the customers towards their functioning:
Cultural theme: This is considered as the main theme of the application where the application
background will be designed according to the preference of the customer. It would be designed
as per the customer’s requirement and the country to which he belongs. Here the customer’s will
be given the option to set the theme of the application which would make them feel same as they
feel in their country (Furfaro, Gallo and Saccà, 2016).
Kind suggestion: The application would help in getting suggestion from the users where
they would be give an option to give the suggestion for the used programme and they would also
be given an option where they can suggest the users about the menu and the rating can be given
for the potential users so as to achieve the objective maximising the information to the users.
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2.7 Who is involved
The Easytranslator application is considered as the application where the customer of this
application would be able to get the advantage of knowing the menu in their own language.
While in this process of building the app there are three partners are involved who has decided to
form the application in Morocco and other countries in the world. Also various investors are
involved with the company where they have invested a huge amount of money. While the
banking service is also involved with the company where the revenue of the company would be
deposited (Bell, Bryman and Harley, 2018). While the channels that are involved in the company
involves the android software development and the apple support team. Also a staff of around 30
people are involved in making the company and marketing of the company. While various
marketing partners such as advertising company and the hotels are involved in forming the
company so as to achieve the objective maximising the promotions of the application in the
global world.
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2.8 The window of opportunity
This is seen that there is no other company who is involved in this innovative idea of helping the
hotels and the tourists who travel across different countries and wants to translate the language in
their own language as they are not able to do so (Farina and et. al., 2016). While this is also seen
that it is the evolution of the translation service that are provided to the users. Hence the
company has a vast opportunity to engage themselves in achieving the global market as this
market is not setup by any other person.
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2.9 Chapter Summary
This is seen that from the above chapter that the application that is made by them is new and
innovative idea. This is seen that people of different counties are having problem to find the
translator for translating the language in their own application hence this would help them to
translate the menu of the hotels in best possible way (Berruto, Busato and Sopegno, 2017). While
this is the main aim of the application that is build. This is also seen that the company is able to
help the users to achieve the objective of helping the tourist to get rid of the language barrier that
they face while ordering the food at the hotels and the cuisines. Hence this application is
considered as useful to the users as well as the company due to its feature of solving a critical
problem.
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Chapter 3: Literature Review
3.1 Introduction
The hospitality industry is considered as one of the main industry which is growing in the present
market situation. This is seen that this industry has various features and advantages which would
help the customers to solve the issue that arise in front of them while moving in different
countries. Also the mobile application is considered as the best way to make the business
vulnerable. This is seen that the company wants to make a mobile application where they want to
change the translating services and want to provide a platform to the tourists and the hotels in the
world to help their foreign customers to understand the language that is written on their menu.
While the company wants to change the global scenario of the tourists where they adopt the
service of the translator who charge them huge cost for their service (Birch, 2016). As this is
seen that now a day’s people in the world are more dependent on the mobile phones for doing
their task. Hence in the current market world this is seen that is very useful for the organisation
to achieve the objective of maximising the sales through the process of using mobile
applications. While this is also important for the company to define the requirements and to
identify the potential customers who can make their application more impactful.
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3.2 Industry analysis/ Feasibility
The industry feasibility refers to the approach of conducting the industrial research for the sector
in which the business of the company needs to operate and expand its operations. The main aim
of the EasyTranslator is to give their customer the service which will allow them to translate the
language that is printed on the menu of the hotel or the restaurant in their own language that they
prefer. While the company has to analyse the market of Morocco for knowing the feasibility of
the sector whether the application that they are launching would be useful for them or not.
Hence for determining the feasibility of the market and the industry in which the function of the
company has to achieve the market feasibility is considered as one of the best option that is
available to the user. For this the Porter’s five force model can be adopted by the company where
they would be able to analyse the market structure and the requirements of the users. While on
the other hand the company would be able to know the competitors and the threats that are
related to the business that they are doing for the company (Byrne and Shepherd, 2015). Hence
for this the company would check the restaurants and the hotels which would help them to
provide the analysis of the country’s market condition. While the model that was made by
porters included the five forces through which the integration of the industry could be done.
Hence for making feasibility analysis over the industry actual status of the company needs to be
identified. Hence for this the company needs to implement the strategy which is described
below:
Threat of new entry: This is considered as the factor where the company analysis the threat of
new entry in the market. In this factor it is seen that how easy it is for the rivals to enter in to the
market and the number of barriers that are there in the industry due to which entry in the industry
is available or not (Baginski and et. al., 2017). This is seen that the threat of new entry for the
current industry is minimum and new player in the market is not able to enter in to this sector as
there are various sources that are required by the company to fulfil. Hence there is greater
opportunity that is available to the company so as to make the investment viable. Hence the
company would earn profit in the current market place.
Bargaining power of the customer: This is seen that the bargaining power of the customer is
considered as one of the main thing for the profit of the company. Hence this will lead company
to provide the offering at the discounted price. While this is seen that as the company will be
working with the hotels hence they will also demand good amount of concession for the same
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(Baranczyk and et. al., 2018). While at the initial stage this is seen that company is not having
the bargaining power as they want to increase the installation count in the company.
Bargaining power of supplier: This is considered that power of the supplier is one of
the main thing as the suppliers are the main ingredient for the company so as to make the
application available to the users. As the raw material supplier for the same is big giant
companies which includes google and the apple Inc. As these suppliers are the large supplier
hence they have a huge bargaining power due to which they affect the company a lot.
Threat of substitute: This is considered as the threat where the substitute product that is
available to the users impacts the business of the company. This substitute product can be used
by the buyers against the product that is offered to them by the company. While this is seen that
the amount of threat that the company would have over and above the substitute is minimum as
there are no substitute in the present market for the product (Cardozo, 2018). Hence it is the
opportunity for the company to achieve the advantage of capturing the customers first as this
market is open and not touched by any other user of the application.
Competitive rivalry: This is seen that the threat of competitive rivalry is considered as one of
the main threat as this includes various companies to enter into the market and the companies
which enters the market affects the company’s business. Also as and when new companies enter
in the market the competition among the rivalries increase (Attaluri and et. al., 2017). But in the
case of Easytranslator it is seen that the market in which they are initially launching their product
does not consist of any player who is already working in this field or it also not includes the new
rivalries.
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3.3 Conclusion
From the above chapter this is analysed that the company is has used various sources of
academic model so as to analyse the feasibility status of the company. Hence the model that is
used by the company includes the Porters five force model which is used to describe the forces in
the company’s environment which affects the functioning of the business (Caruana, 2016). Also
the study of the industry and the sector is done through this source so as to determine the revenue
that this project or plan would generate.
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Chapter 4: Feasibility/Methodology
4.1: Introduction
To determine about the validity of a particular project, whether it will generate profits, provide
higher returns as compared to the expenses, creating wealth for the shareholders, providing
values to customers and society, contributing for the growth of the country, its probability of
further expansion and also disclose the possible threats and weakness in a particular project. As
in the case of Easytranslator feasibility study helps it to investigate the market potential and all
the risks and rewards which may affect the future of this application (Aronoff and Ward, 2016).
This particular idea is itself is unique and new so to assess all the potential threats, further
competition, market potential, all possible internal capabilities the business needs a through
feasibility study for the in-depth analysis of all the above-mentioned issues (Darling, 2018). And
by using methods which are potent and reliable users can identify an overall idea about how the
project will respond and also by using methods which are elastic in use which reacts directly
with the dynamic environment the business study would be more accurate and reliable. Also, all
the shortcomings in the planning of Easytranslator can be triggered and help business to gain an
initial market position and a competitive edge.
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4.2: Market Research
Now a day’s consumers are the kings of market and in order to make the business grow and
expend each and every business needs to satisfy its consumers and in order to satisfy them
business must have the knowledge of the need/desires of the customers and also how their
product will help them to satisfy their needs. Easytranslator is a mobile application which
provide translation services of the menus to foreign citizens who are unable to understand the
local language of that country. A survey conducted by the company with hotels and foreign
citizens in 15 countries to gain an initial knowledge about how the market reacts with such an
application (Ervin, 2016). In initial survey foreign citizens found it very beneficial as it helps
them to understand the local cuisine and the dishes they actually wanted to try. Also, the hotels
and restaurants responded in a positive way as this particular application will increase their
overall sales. From contacting directly with hundreds of people a positive reaction was received
from the market towards the business.
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4.3: Market analysis from secondary and primary data collected
An important aspect of every feasibility study is to analyse the market and in order to analyse the
market certain data is required to every business. Easytranslator also has to analyse the market
potential of the application by analysing the market with the help of the data which it collected
basically from the two major sources i.e., primary source and the secondary source. The sources
are explained as under: -
Primary source/ Primary data: The source through which the primary data i.e., raw data and the
first-hand data is collected is the primary source. By using different methods, the investigator
could collect the primary data. Primary data is more reliable and elastic but is very costly and
time taking process. It involves large manpower with expert knowledge of the field. Primary data
is collected by taking interviews, direct personal communication or by using questionnaires or by
telephonic conversations. Easytranslator access around 50 participants including foreign tourists,
local citizens and non-residents explaining them about the application and record the issues to be
tackled it provided a basic idea of potential customers and market size and competitors
(Ferguson, 2018). And after surveying 39 hotels across 15 nations the business now has a long
list of contacts for further interviews and consultation. As responded by the food market that this
application may improve their overall turnover and help them to connect with the foreign tourist
and non-residents with great efficacy.
Secondary source/ Secondary data: The second-hand data which originally collected and
published by some third person is termed as secondary data. And the source by which that data is
collected and used is called secondary source. Secondary data is published by many companies,
research institutions, industries, national/international unions, government of different nations,
newspaper agencies, and universities across the world etc. (Flores, 2017). This is the past
information collected by some other person for not necessarily the same purpose as the
businesses. So in using the secondary data the business has to be very careful. In case of
Easytranslator the business uses the reports published by the hotel industry describing the issues
they faced with the people. This report also targets the difficulties faced by the foreign tourist
and non-residents to select the desired food and dishes which as per the report is responsible for
24% of the business’s loss of revenue.
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By using the primary and the secondary data the business now in position to understand the
future potential of the application which as seem to be bright and developing (Alter, 2017). Also
now the company have a good and long list of participants for further interviews and surveys so
expansion will not be a difficult task for the company.
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Questionnaire
Q1. Is there a huge demand of human translator in the country to translate the language for the
tourist people?
a) Yes
b) No
Q2. Do you wish to have a mobile application for translating the different language in your own
language?
a) Yes
b) No
Q3. How often do you use the mobile application for translating the language of menu future?
a) Very Often
b) Sometimes
Q4. Do you like this application to also provide the online food ordering service?
a) Yes
b) No
Q5. Will you prefer to have a bar code scanner on the tables of the restaurant so that the clients
can scan it change the language to their readable form?
a) Yes
b) No
Theme 1: demand of human translator in the country to translate the language for the
tourist people.
Q1. Is there a huge demand of human
translator in the country to translate the
language for the tourist people?
Frequency
a) Yes 40
b) No 10
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Theme 2: Have a mobile application for translating the different language in your own
language.
Q2. Do you wish to have a mobile application
for translating the different language in your
own language?
Frequency
a) Yes 30
b) No 20
Theme 3: Often do you use the mobile application for translating the language of menu.
Q3. How often do you use the mobile
application for translating the language of
menu?
Frequency
a) Very Often 35
b) Sometimes 15
Theme 4: This application to also provide the online food ordering service on future
Q4. Do you like this application to also provide
the online food ordering service?
Frequency
a) Yes 40
b) No 10
Theme 5: Prefer to have a bar code scanner on the tables of the restaurant so that the
clients can scan it change the language to their readable form.
Q5. Will you prefer to have a bar code scanner
on the tables of the restaurant so that the clients
can scan it change the language to their
Frequency
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readable form?
a) Yes 35
b) No 15
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4.4: Product/Service Feasibility
A product/service to be introduced in the market needs an assessment in the sense that it is
required by the customers to satisfy their needs and problems or does the product has the
potential in the market, whether it will generate revenue or helps in developing the business.
The Product/Service Feasibility helps the business to gain an early view regarding the
product, potential market to target, and the response from the consumers, their needs, which
helps the entrepreneur to get the product right in mean time. By providing early access of the
product/service to some potential consumers helps to remove bugs and avoids any defects in the
product/ service (Galea, 2015). The use of time and capital and their quantity can also easily
determined by product/service feasibility. Also it helps the company to get the information for
the needs of some extra services.
Easytranslator developed a beta version of the application and provided access to some of
the potential consumers and thereafter with the help of questionnaire specifically developed by
the management team to get the views of consumers they collected the primary data (Akbulut
and et. al., 2016). The questionnaire is provided below:
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4.5: Organisational feasibility
An organisational feasibility is defined as the legal as well as the corporate structure of an entity.
The organisational feasibility also helps to determine the professional background of the business
founders, its board of directors and how they would contribute in the growth and success of the
business.
Description of the Business: - Easytranslator is a private limited company and wants to develop a
mobile application which provides the translation service of the menu’s and cuisines to the
foreign people and non-residents. The aim of the business is to set up its roots in Morocco and
spread eventually worldwide (Göbl and Froschmayer, 2019). The business needs a mobile
application which can be downloaded for the play store or from the apple store and help the
foreign citizens to translate and describe the dish in their local and understandable language. For
this the developers need to develop the application which will compatible for both the play store
and apple store.
Organisational Structure: -Easytranslator’s organisational structure is a centralised structure
having 4 friends as its promotors namely Mr. Stuart Brown, Mr. Nick Hastings, Mr. Rick Gilford
and Mr. Tom. These four persons are contributing as the board of directors of the company and
holds around 64% of the total share capital of the company. Company has some highly potential
software developers and management professionals (Aithal, 2015). Also the four of the founders
are having masters in computer science and responsible for both planning and execution of this
new task of development of mobile application.
Principle and Practices of the Business: - The code of Ethics of the company and the principles
that governing the business are carefully drafted. It includes both the internal and external
principles of business governance.
Internal business principles and ethics: -
 The company is incorporated and has the board of directors as the planning authority.
Timely meetings are conducting at different levels of the company in order to overcome
the conflicts faced by the team in achieving the desired results.
 To recruit new members in the company an exam and an interview took place and timely
training camps are organised by the company to evolve the knowledge of the employees
and managers.
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 Motivational lectures, incentives regular, bonus are provided to the employees to
encourage them to work hard and with full potential.
 Every employee has to be treated with equal importance in the company irrespective of
its age, sex, citizenship which provides a healthy environment in the company to learn,
work and grow.
External business principles and ethics: -
 The utmost priority of the company is the consumer satisfaction. not just selling the
product meets the company’s goals but to serve them till last and providing great services
are the motive of company
 The company isn’t working on the orthodox principles but tries to improve itself on
regular basis. It promotes innovations which eventually helps its consumers to get more
satisfaction.
 The company treats its consumers with great care, a consumer grievance cell is also
provided by the company to its clients for regularly resolving the issues.
Professional skills of the team: - The team possesses some great skills and knowledge regarding
the business. They have some talented software developers, management experts, dedicated and
hardworking employees, and with them the leaders also possesses some great leadership skills
(Gonzalez, 2017). This team can successfully manage the entire business and contribute to its
growth eventually.
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4.6: Financial feasibility
In financial feasibility the discussion is on procuring and investing funds. How much the project
will cost to the company? Is it beneficial to invest in that particular project? What are the
expected returns from the project? Whether the shareholders wealth will increase or not? Is the
return higher than market? How much the initial investment required? Sources available to the
company to generate funds. All these questions are being answered by using financial feasibility.
In case of Easytranslator financial feasibility helps the company to determine their initial amount
of investment and whether the organisation has enough funds to proceed further or the
organisation has sources to generate funds in case it needs them. The economic viability of the
project will be disclosed. As this is a unique concept so to identify the exact future potential is
not possible but with the help of financial feasibility study the company determined whether this
project will generate profits for the company or not. Financial feasibility study of Easytranslator
is provided as:
Initial capital requirement: - Without initial capital investment no business could started.
Easytranslator has to determine its initial capital requirement. This capital can be estimated by
identifying different purposes and activities for which the capital is required by the company. In
case of Easytranslator the major expense is to develop a mobile application which is compatible
for both the play store and apple store for this the company needs to hire the software engineers,
also the company needs to install a dedicated server for this application to store the data,
company has to hire some translating experts, some chefs, also a consumer service portal needs
to be open (Graham, 2016). And the basis things like leased building as headquarter, interior
furnishing and staff recruitment are also being required to the company. The overall initial
capital requirement by Easytranslator is given below:
Activities Fund
Lease over building $20000
Setting up of Interior $40000
Staff recruitment $10000
Marketing activities $40000
33

Hiring of software engineers/chefs $0000
Installation of server $20000
Sources of funds: - After assessing the amount required to start up the new project, the second
main aspect is to finding the sources from which the required capital could be borrowed. After
the initial surveys conducted by the company a hotel chain is ready to invest in the project of
around 30% of the estimated cost. And because the company has past credibility in the market
some banks are already offers company a loan facility with the remaining amount. The company
has a balanced debt to equity ratio so the company is in better position before this project started.
The loan are provided on much lower rate than actual market rates because of the
creditworthiness of company (Guzairy, Mohamad and Yunus, 2018). So the requirements of
funds would not be a hurdle in starting up this project for Easytranslator.
Return on investment/ Revenue generation: - The main source of revenue generation for
Easytranslator is the use of application by the consumers and advertising income which appears
on the home page of mobile application. According to the survey conducted by the company and
from a report from experts, it is estimated that the company will be able to generate return on
investment within a range of 13% to 22.5% with an average of 16.25% in the initial years of
launching the application. The average market return in the industry is likely to be 13.25% in the
next three years as per a survey report. An estimated project report is generated by the finance
department of the company which provide us the projected net profits of the company. The
project report is shown as under:
After analysing the above table it is estimated that the profits of Easytranslator will be around
16% in the next three years as in the first year of launching, the company is expected to earn a
return of around 18.5%, in second year the return would come lower to 16.69% but it will remain
intact and finally in third year of estimate the return will started to move up to 17% which
implies the growth of the project as it spends time in the market (Hair Jr and et. al., 2015).
Investors will surely want to be the part of this project after studying the following reports.
Profit Margin
Description Year-1($) Year-2($) Year-3($)
34
Return on Investment
Description Year-1($) Year-2($) Year-3($)
Net Profit 18500 19200 21400
Investment 100000 115000 125000
ROI 18.50 16.69 17.12

Operating profit 25000 43000 60000
Revenue 180000 200000 225000
Profit Margin 13.88 21.150 26.67
In the table given above, that shows us the profit margins estimated by the financial unit of
Easytranslator. This report clearly shows that profits of the company will gradually increasing
which imposes a good sign and also the revenue generation is also increasing from 180000 in
first year to 200000 in second year and 225000 In third year. The operating profits of the firm are
also increasing as mentioned by the report. And finally the profit margin percentages will remain
in between 13% to 27%.
Break even analysis: - This portion depict about the break-even point of Easytranslator i.e., the
estimated revenue which helps the firm to register its total expenses. So, from the financial
indicator it has been estimated that there will be 51000£ gross margin as by crossing this amount
restaurant will be able to gain profit (Henriques, 2016). This predication will help in enhancing
the profitability of business at the certain point of sale.
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4.7: Chapter Summary
This chapter is about the feasibility study and the methodologies used by the company to gather
all such necessary information which it needs to establish an opinion regarding the potential of
the project, the outcomes it will provide and the future of the company. The importance of
feasibility study is same as the importance of study before any examination. Every start up needs
to have a detailed feasibility study to find out the potential in the idea, the internal capabilities of
the company, the possible threats it could face in near future, the knowledge about the market,
potential clients, competitors, growth options available etc. As discussed in detail in this chapter
that the company have gone through a detailed feasibility study in every aspect possible like
market analysis, finance, internal and external principles, product/service feasibility (Johnson
and Smith, 2018). The importance of the study is to find out whether or not this idea has some
potential to earn in the market, will it be able to survive in the long run, and will it be able to
generate the revenues for the investors. And hopefully all the answers are in affirmation. The
financial reports show the profit-making capabilities of the application. The response derived
from the general public, tourists, non-residents all are in affirmation. Everyone likes the concept
as not only it would help the foreigners to get the right thing but to help the food industry to earn
more revenue than before and helps to grow the tourism. Company has the potential to start and
run the mobile application with great efficiency as it has all the expert employees and team
members, also the internal policies of the company are employee friendly which helps them to
learn and grow exponentially (King and Aaronson, 2017). The past credibility and goodwill of
the company helps it to get the finance easily. The leaders have great potential and according to
the studies the idea has a huge chance to be a success.
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Chapter 5: Analysis of the business model
5.1 Introduction
Business model is defined as the strategy of the business and the core operation that it will
perform so as to get the market acceptance and sustainability for the longer time period. Here the
description of the product that the company wants to launch in the market is showcased. Also the
cost and the price of offering of the product would be showcased in this study. Hence the
business model plays an essential role for the Easytranslator as this information would help in
detailing the business strategies and it will also help in attracting the large number of investors,
while through this strategy that is formulated it will help in motivating the employees of the
company to gain the competitive advantage and to provide the best service to the users of the
application.
This is seen that the company wants to start its business from Morocco and wants to expand it
accordingly. As they want to increase the capture the market over there, they have implemented
various strategies which would help them to overcome the requirements (Laudon and Traver,
2016). These strategies includes the Value chain proposition as well as the SWOT analysis so as
to understand their strength and to overcome their weakness. Hence by applying various
strategies in the company and to analyse the market and the customer preference they also
considered PESTLE analysis of the industry. This would help them to achieve the objective of
maximising the number of install in the mobile phone of the users. Also the strategy to tie up
with various advertising and the marketing companies will help them to achieve the
organisations gaols as early as possible. Hence for choosing the right partner for making tie up is
important for the company and they should analyse the requirements as required by the
company.
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5.2 Strategic Analysis of new business idea
Strategic analysis is considered as the term where the strategies of the company which are
formulated to achieve the objective of launching the new venture is analysed and the pros and
cos of the company are considered in the application. While the strategic analysis refers to the
process of conducting the research on the company so as to formulate the business strategy. As
this strategy includes the following factors which includes the following:
 Evaluation and the identification of the data which is relevant to the company’s strategy.
 Checking and defining the internal and the external environment which has to be
analysed by the company.
 Also analysing several analytical methods such as porter’s five force model and the value
chain analysis.
Hence this is considered as the plan of action that is taken by the managers of the company so as
to achieve the objective of company and to determine the success plan of the company
(Lozupone, 2017). In this approach the company is making the decision to analyse how they
would function in the market and how they will capture the trust of the people. For this the
company’s vision, mission and the value analysis has to be done.
Hence the vision, mission and the value analysis of the company can be seen as:
 Vision: Minimum 50% of the hotels to be captured within 6 months in Morocco.
 Mission statement: To help the tourists to understand the language that is written on the
hotel menu card so that they are able to order the food easily.
 Values: Providing their customers a best in class application and fulfilling the
commitments that are made to the customers and the clients.
Hence these are done through the process of analysing the supply value chain and the SWOT
analysis of the company.
Value chain analysis: This is considered as the tool of the company where the firm identifies the
primary support activities that add value to its final product and then analyse the activities so as
to reduce the cost and to increase the differentiation of the company. This model of value chain
analysis is used to analyse the activities of the firm and to recognise which activity is considered
as the most suitable and valuable to provide the competitive advantage for the same (Mccready
and Molls, 2018). Hence as this is seen that as the company is in the process of launching the
application so it is important for the company to check the activities which are important for
38

them to consider and the activities which can increase the external cost of the company and
hence needs to be reduced. Hence for the firm to compete in the market needs to use the
differentiation advantage so as to reduce the impact of the competition on the firm. Hence if the
cost of the product of the company reduces then it can try to improve the internal activities of the
companies so that they will lower the cost and the market price of the product and earn the
profits accordingly (Mohamad and et. al., 2017). Various psychologist has introduced various
models of which the main approach has been given by Mr. Porter who has introduced the generic
value chain model in 1985. Through this model the company would be able to understand what
the internal activities of the firm are through which the management of the product that they
offer are being done. This is seen that there are two different approaches to perform the analysis
of the company value chain. These approaches depends upon the company’s competitive
advantage that the company wants to gain from the market. Hence for this the company has to
reduce the cost of the product that it sells and has to create the superior products or services so as
to achieve the advantage of the brand loyalty.
As the firm Easytranslator wants to increase their market share and also wants to achieve
the competitive advantage so for this they have to go through 5 steps which includes the
following:
1. Identifying the firm’s primary and the support activities which would help the
company to identify the supplier of the raw material and the supporting staff for
giving the after sales services to the users.
2. Establishing the relative importance of each of the activity that contributes to the total
cost of the product: The Company must analyse the activities that are engaged in
making the product available to the users. As the company is engaged in the IT
department hence the employees of the company are main source for making the
product. While for this the company must use the activity based costing so that they
are able to calculate the cost for the product that they are tend to offer to the public.
3. Company should identify the cost driver for each activity: This is important for the
company to identify the driver of cost for each activity that they are doing for sales
and promotion of the product to the making of the application as there includes many
drivers for the same. This would help them in knowing the cost driver which is
influencing the cost of the product.
39

4. Identify the links between the activities: As the reduction of cost is one of the
important factor through which the company gets know about the further reduction of
cost that may happen. As the extra cost such as cost of entering into partnerships with
the hotels could be reduced and the cost of promotion of the product cam be altered.
Here the company has to identify and make a link between numbers of sources that
are available to them.
5. Identify the opportunities through which the cost of can be reduced: this is the stage
where the company should identify the opportunity through which the extra cost of
the company can be reduced. Hence the extra cost that the company is incurring in the
sales and the promotion of the product should be reduced through this method. Also
the rate of wages that the company is paying to its employees should be reduced and
the time of providing the service should be increased. While the company should also
check that servers in which the data of the company has to be stored are stored safely
so that there is no leakage of the customer’s data.
Also the strategies that are made by the company would be analysed through the process of
identifying the strengths and the weakness of the application that is made by the company. Hence
for this SWOT analysis of the company has been done (Mohanty, 2017). The SWOT analysis is
considered as the best way of the company which is used to quickly asses the companies’
strategic situation. The internal environment of the company are assessed through this process.
Hence the strength of company includes the following:
 First mover advantage: One of the best advantage and the strength of the company is the
first mover advantage of the company. As this is considered as the new concept and no
other company or the application prevails in the market. Hence the application would be
loved by the users as it will help in doing the business easily and would also help the
foreign customer to achieve the objective of maximising the sales.
 Evergreen industry: The industry with the help of which the company wants to earn profit
is considered as evergreen industry. As this industry is booming and the demand for
translators are increasing to assist the travellers hence this application would have the
advantage of running till the eternity keeping the market condition prevalent.
While some of the weakness that this company would have includes the following:
40

 Availability: As this application is useful to the users hence this is required to be
available at every restaurant so that maximum number of restaurant could be covered.
While at the initial stage it is not possible for the company to increase the number of
partners.
 Lag issues in the app: This is one of the main issue that arise in front of the maker of the
application where the application lags a lot due to some sort of bug that is left in the
application and has to be checked on timely basis.
41

5.3 Identification of the source of competitive advantage and sustainability.
The source of competitive advantage for the company is defined as the source through which
company can get the market access and also enables to become prone to the competition. Here
the company has to make their product marketed in such a manner that they it becomes
benchmark for the segment in which they are working. This is considered as the main function of
the company where the company has to offer its product in a manner that they get the advantage
of achieving the objective of maximising the sales (Monteith, 2016). Hence the main source of
competitive advantage that the company has over and above the others is that, it has analysed the
market more efficiently has achieved the advantage of first mover in the industry. This is seen
that the company is having the advantage to capture the market of Morocco which is saturated at
all hence the company has the advantage to capture that market more easily. Also the
competition in this segment in which the company is working is very low or it can be said very
less hence this would help the company to make profits at a higher rate. This can be seen that the
company can achieve the objective of maximising the number of downloads from the
advertisement that they are giving in the television and the other source. The innovative idea that
the company is having over and above other application is one of the main advantage that they
have.
Apart from the competitive advantage that this application is having, it has one more advantage
and that relates to the sustainability of the idea that the company is having over other form of
application. As this is seen that the industry in which the company is working and the sector
which company is targeting is an evergreen sector and this sector is not going to diminish or not
going to end. As now a days people are more dependent on the mobile application for doing their
job hence this is substantial for them to carry on the business. While the government of the
country are also helping this sector to grow as this sector is considered as the main sector which
helps in growing the foreign currency in the country (Moraitis and Bhattacharyya, 2018). Also
the government of the country has reduced the tax rate on such type of business due to which
they are able to generate maximum revenue as they desire.
Hence this can be said that the business model is considered to have a competitive advantage and
it is also having future sustainability because this sector is increasing on the yearly basis at a
profitable rate.
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5.4 Selection of strategies for success
The selection of strategies for success is considered as the main strategy which helps the
company to achieve the target or the organisational goals. While the company has also adopted
the strategy where they can deplete any kind of competition due to other applications in the
country (O’Donnell and Dahl-Popolizio, 2018). Some of the strategies that the company adopted
includes the following:
 Creation of the advance plan: The Company has adopted the model where they have
formed an advance plan so as to depict the goals and the objectives of the application.
This will help the company to achieve the objective and will also be able to tackle any
type of the situation that arise in front of them.
 Creation of the descriptive plan for the employees so as to perform it accordingly: This is
one of the main strategy that the company wants to perform because this strategy helps to
provide the brief of the plan to the workers and the employees. With the help of this main
target of the company can be discussed and the structure of the company to which they
will adhere will be approved.
 Contract with the hotel partners: This is considered that the company has to make the
contract with the hotel providers as they are considered to be the main ingredient for the
companies’ business. The company has made a strategy where the hotel and the
restaurant partners has to enter into the contract with company for minimum 1 year.
Through this strategic alliance the company would be able to keep the contracts and
would also be able to generate the revenue for minimum 1 year for the type of service
that they would be providing:
 Easily enlist the business partner: the company should have an efficient plan where they
easily enlist and identify the experienced business partners with the help and support of
which they are able to generate the revenue and focus on the company’s marketing
practices. These business partners would also help them to arrange the required amount
of funds for them.
43

5.5 Development of appropriate business model
Business model is considered as the model where the company develops the business plan and
frames the structure with the help of which the company has to perform its operations so as to
achieve organisations objectives (Paley, 2017). Hence the business model of the company
includes the key activities, key partners, value proposition and the channels through which the
company can capture the market. Hence this can be seen through the canvas model which is
specified as below:
Key Partners
 Hotels
 Restaurant
 Investors
 Managers
at the
hotels and
restaurant
 Tourists
guides
 Web
service
providers
 Servers
providers
 E-market
companies
 Local tour
operators
Key Activities
 Partnershi
p with the
hotel.
 Marketing
 Recruiting
best
employees
 Arranging
meeting
with the
hotel and
the
restaurant
owners.
Value
Propositions
 Lower
price for
the service
 Giving
rating to
the hotel
and the
service
that it
provides.
 Involveme
nt of the
experience
employees
.
 The
design of
the
applicatio
n so as to
provide
Customer
Relationship
 Customer
database
manageme
nt
 Interacting
through
social
media
sites
 Providing
additional
benefits to
loyal
customers.
Customer
Segments
 Local
people of
Mmorocco
 Tourists
and
travellers
44

users best
service.
Key Sources
 Financial
Resource
 Human
Resource
 Informatio
n
technolog
y service
Channels
 Google
play store
 App store
Cost Structure
 Fixed
 Variables
Revenue Streams
 revenue per app download.
 Profits from every scan that is
done by the customer at the
restaurant.
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5.6 Chapter summary
From the above chapter this is seen that the business model that has been developed by the
company is considered to be appealing and it helps in providing the link to the way of profit to
the company. This is seen that company has framed the business model in such a way that it will
lead to the motivation among the employees so as to make the application more interesting for
the users (Panda, 2016). While in this chapter the canvas model of identifying the business
model has been used through which the business model has been developed.
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Chapter 6: Evaluation of the business plan
6.1 Introduction
Evaluation of the business model is considered as the space where the business model of the
company is evaluated and the decision on the company’s structure is made. As and after the
business plan has been made, it is essential for the company to evaluate the outcomes and modify
the sections which will help them to achieve the organisational objective as a whole. Hence the
evaluation of the business plan includes various things which includes the identification whether
the business is considered to be viable or not (Rackham and Kelly, 2018). Also schedule of the
plan and the date when the business plan would be executed would be done. While the mode of
raising the fund and the stage through which the business plan would go would be considered in
this plan. While at last the critical success and the failure factors that would make the business
plan more reluctant would be checked.
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6.2 overall assessment of the business plan
The business plan that is developed by the company Easytranslator includes the formation of an
application in its name which would help the users of the application basically the travellers,
tourists and the hotels and the restaurant to provide their customers the service where they can
translate the language that is written on the menu of the hotel in their own language of preference
by simply scanning the barcode that is attached with the menu. The name of the product that the
company tends to provide to the users in EasTranslator and as the name of the application
suggest that it would make the translation of the language easier for it clients. The application
that is made by the company is simple and is user friendly hence customers will get involved in
the application and it would be great it for the company (Riku and Setyohadi, 2017). The
company’s business plan and the model is considered to be best as this type of innovative idea is
new and there is huge opportunity for the company to focus on the same. While this is also seen
that the company is raising funds through various sources and there are various investor that are
available for the company as the idea of making this type of useful application is considered to
be best and this is also seen that revenue from this application would touch the skies. The
application that is build is needed to be launched in various countries of which the initial country
is Morocco. As this market is considered to be market where there are various customers and the
tourist’s visits this place regularly (Viorica-Mirela and Diana, 2016). Also the language that is
spoken there is different for the tourists hence this application would be useful for this purpose.
While the company has made the model where the canvas approach has been done. Here the
company has identified its partners and the channels through which the application would be
distributed to the users of the application. While this is also seen that the company is releasing
the application in the best market with whom most of the people in the world are related with.
Also companies future plan include providing online delivery service to the travellers who
cannot understand the language that is written on the menu of the Hotel as well as providing
them with the useful information which is based on the rating of food that is provided by the
customers from all over the word who travelled to that location (Stankov, Roganović and
Marjanski-Lazić, 2015). While this is also a special feature of the application where they have
designed the layout of the application in such a way that it changes its background according to
the culture of the country from which the customer belongs. Hence this can be said that the
business plan is viable and is reluctant.
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6.3 Business plan schedule
The schedule of the business plan includes the planning of the business strategies and the
outcomes and the resources that are required by them to implement it. While the market research
and the analysis have a separate team and the separate time has been given to them so as to
capture the market feasibility. This is also seen that the developers of the application are also
give time and the schedule is also decide for them so as to make the application and also make it
available in the open market (Stankov, Stojaković and Vapa-Tankosić, 2016). The managers of
the company are also working day and night and are provided the opportunity to promote the
product that they have decided to make and to bring the confident investors so as to invest in the
company’s current investment plan.
Hence the company has decided to raise the capital for its initial stage through the banking
sources which will provide them loan (Vuong, 2016). After which company has decided to raise
the capital from the investors such as the hotel groups which find the application to be interesting
and future ready for the travellers and the hotels.
While the key resources that are required for making the successful business plan includes the
office premises through which the company would operate its operations, skilled labour force
which is able to resolve the query of the customers and the employees who are highly qualified
to build an application and to check the bugs which are related to the application. While the
servers in which the data of the company are to be stored are considered to be one of the main
requirements for the company (Whitmore, 2018). Also the company has to make tie ups with the
hotels for this they requires highly qualified marketing experts who are able to promote the
business. Hence these all the requirements of the business needs to be completed within the 20
days so as to start the business and achieve the advantage of first mover in the industry.
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6.4: Is the business viable
A business is considered viable when it has the potential to survive in the long run and have the
ability to generate the profits over that period. In order to understand about the viability of the
business we need to discuss some major points through which it would have become easier to get
the idea of viability of the business (Rezaee, Haeri and Noori, 2018). A business to be viable or
not, having the potential to grow and survive or not is depending on lots of factor. These factors
can be briefly discussed as:
 Unique selling preposition: Unique selling preposition or commonly known as the USP is
the first major factor in having a viable business. USP is the uniqueness is the product
which makes it separate from the rest of the products/services. USP helps the
product/service to lead the market and stay ahead in competition. In case of
Easytranslator the idea is itself unique which has not been in the market yet. So the
chances of getting successful is high.
 Stable customer base: It is good to have a unique product/service but it will not sufficient
until the business has some good and stable customers which supports the business to
survive in recession. In case of Easytranslator, according to surveys conducted by the
company the company will be able to create a strong and stable customer base in the
initial years itself.
 Competitive advantage: Even if the product has a USP or the business is having some
good customer base, the competition will always remain the threat to the business. Every
company needs to draw a competition strategy to exceed from the competitors. Finding
out who will be the competitors the product they are selling or how do we get exceed
from them require a competition strategy. In case of Easytranslator the company is
having competitions from the application providing the translator facilities itself, like
google translator. So the company requires regular updating in its application to deal with
such competition.
 Cash stability: Having an adequate working capital can also acts as a good deed in
success or failure of the business. Business requires working capital to run its daily
expenses. Liquidity in the business is as necessary as the blood in the body. No business
could survive without adequate cash reserves. For this every business needs to maintain a
sufficient amount of cash reserves which is not an overnight process, as it requires a lot
50

of efforts to maintain that. In case of Easytranslator the company has past credibility in
the market and having the adequate amount of working capital to successfully run the
business in long run.
 Status of financial position: It is always necessary for every business to keep up its
financial position on timely basis. Every business has lots of activities which are
important and needs to be done on regular basis. But keeping attention to the financial
position of the business helps to understand the requirements of the business on timely
basis. Also helps in regular updating with the profits and losses. In case of Easytranslator
the company has some good financial softwares and company keeps on updating regular
financial information in these software’s. Also, the company has a financial department
to regularly watch on the activities.
After analysing the above factors and comparing them with the company it is clearly stated that
the company and the business is in nice position to grow, survive and generation profits (Patuk
and Borowski, 2017). Also the business strategy developed by the management to launch the
application, to expend the business gradually, to tackle the issues, to get ahead in competition is
seems to be successful.
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6.5 Discussion on the critical success and the failure factors
The critical success and the failure factors of the company and the business plan that the
company introduces depends on the strategies that the company makes and the product that the
company provides to its customers. This is seen that the plan that the company is introducing is
considered to be new and innovative and the industry in which the company is applying its plan
is considered to be long running hence this can be said that the company is fulfilling its
obligations in best and fruitful manner (Kimsey-House and et. al., 2018). While there are various
factors of success for the company, some of which includes industry sustainability, availability
of the application to the users through the market which is widely accessible. Also the support
team that would work 24*7 for solving the query of the customers. While the financial resources
that the company is getting for the application is helping them to increase the potential for the
application. Also the factor that Hotel and the restaurant owners are themselves marketing the
application at their hotel so as to make their client feel convenient at the time of ordering the
food as they would be easily able to change the language of the menu in their own language.
52

6.6 Chapter summary
From the above chapter it has been summarised that the company is making a viable plan and
has formulated the strategies so as to market their application between the users in the best way.
While the company has framed different time frames for each department according to which
they have to perform their obligations. The schedule has been set by the company where they
formed different stages for raising the capital and the main source of funds that the company is
raising is from the investors and the hotel groups which are focusing on the company innovative
idea and found it sustainable for the future consideration (Klar and Shufelt, 2015). While this is
also seen that there are various factors which helps the company to achieve the success as some
of the factors includes the cultural benefits that this application would provide to its customers.
Also the rating of the food that the customer wants to order is provided on this application. In
this chapter this is seen that business is viable as the product that they are offering is viable and it
has a unique selling preposition. Also the main advantage that the application is having is the
competitive advantage as the market that the company is entering is new, also the market is not
penetrated hence there are various opportunity for the company to capture the market.
53

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