Project Report: Astra Plc's Health & Fitness App - Plan, Scope & Risks

This report outlines the project plan for Astra Plc's new health and fitness app, detailing the project's scope, potential risks, and methods for evaluating its success. The project plan emphasizes the importance of market research to align the app's goals with current fitness trends. The scope of the app is defined within the target market, with a cost structure estimated at 40,000 pounds. The report suggests leveraging social media platforms for advertising and conducting online campaigns and surveys to gather customer feedback. Testing the app's efficiency, technicality, and user-friendliness before launch is crucial. Potential risks, such as market competition, unattractive app designs, cost overruns, and compatibility issues, are identified and discussed. The report concludes by outlining key metrics for measuring the app's success, including the number of users, active users, retention rates, cohort analysis, and user feedback.

Project

Table of Contents
The Project Plan...............................................................................................................................3
Project Scope...................................................................................................................................4
Project Risks....................................................................................................................................6
Project Success.................................................................................................................................7
REFERENCES................................................................................................................................9

The Project Plan
Project planning refers to the formulation specific project outline of the steps which
needs to be implemented in order to complete a respective project successfully. In order to
launch the fitness application, it is vital for Astra Plc to develop a Gantt chart which depicts the
division of tasks in order to simply the complex work schedules and accomplish the goals in
accordance with the set timeframes. The first and foremost requirement for the firm is to conduct
a market research so as to determine the ongoing trends in the fitness world so as to set the goals
objectives in reference to the same. The scope of the fitness app must be determined within the
target market as well. It is highly necessary for the firm to analyse and assess the potential risks
in regard with the fitness app project so as to overcome the same effectively (Ceruti, Williams
and Bedford, 2019). The progression of the project must be regularised consistently in order to
evaluate the prominent outcomes which may lead to the success of the fitness app for the
concerned business institution.

Project Scope
The scope of fitness app is said to be immense within the heath and fitness sector due its
on-going demand with the prospective customers. The design and development of the application
will be very innovative and user friendly. In order to do the same, the cost structure can be
estimated up to 40,000 pounds for the application. It is prominent to frame the cost structure
appropriately so as to execute and acquire the project goals without any interruptions and delays.
In order to advertise the fitness application, Astra Plc can optimize upon social media platforms
such as Instrgam, Twitter and Facebook (de Nahlik and Fabozzi, 2021). This in turn will help the
company to attract larger audience towards the application and generate higher sales for the
same. Also, the application will be marketed to raise awareness in consideration with green and
heathy lifestyle. The customers will be approached towards a healthier way of life through the
fitness app. Campaigns and surveys will be conducted online in order to gain a relevant
perspective upon the views of target customers.
The concerned app will be tested on various variables before the launch i.e. its working
efficiency, technicality, modifications, flexibility, user friendliness etc. The launch of the app
will be online and both IOS as well as android users will be granted access to download and
utilise the same. In addition to this, giveaways will be provided to the first 15 clients so as to
build good customer relationship which will aim to enhance the brand recognition in the market
environment for the respective firm.
Project Risks
The term project risks is meant by factors or aspects that could affect our project in a
negative manner. These factors could be external as well as internal resulting in failure of project
with providing loss to the company or organisation. The risks that could be faced by Astra Plc in
launching of the new fitness app could be:
 Competition in the market: Though, Astra Plc is a renowned brand with good brand
image but still it could face a failure due to already existing heavy competition in the
marketplace. These competitive brands had priorly introduced their fitness and health
apps for customers in the market. Moreover, this factor could become a risk faced by the
company in launching its new Health and fitness app in the market.

 App Designs: Appearance of products plays a important role in influencing customer's
reference for the particular product. Unattractive and complicated design can become a
risk factor for growth of company's product as customers will easily switch towards other
option available in the market (Kerzner, 2019). Therefore, could be a risk factor for
company's product.
 Cost Overrun: Minimum cost of production is usually ensured by companies in
carrying out their operations for increasing their profitability margin. Cost overrun is the
situation of high costs incurred as well as excess costs over budget into the process. This
factor could be a serious threat for company's new products to be introduced in the
market. Low cost of production will facilitate in providing company' products at lower
prices. Therefore, could become a risk factor in the launch of new app.
 Compatibility issues: This factor or aspect is concerned with the value provided by the
use of health. For instance, if the app is providing value as per the requirement of
customer or not. Inappropriate values provided will also be a risk factor and will result in
degrading brand image.
Project Success
To measure the app success in the operational market below are the several metrics that will
help in order to evaluate the success rate of project (Khomyakov, Mirgalimova and Sillitti,
2020). Number of user- one of the foremost important measure that can be used by measuring
the number of people download the app to use it. By tracking the original source of
download will also help into focus on advertising and marketing on channels to get the
optimum result.
Active users- By knowing the number of people download the app does not ensures that
all the people using the app actively. Hence, to ensures the success of app the engagement
of active number of user is must. Hence, through the use og google spreadsheet and
analytical tool the real progression of app and active users can be identified.
Retention- Through the use of retention metrics will shows the how many people
returning towards the app. By using of metrics and formula will provide the proper
guidance of users that return towards the app in a period of time.

Cohort analysis- This analysis will show that how much people dropping off using the
app. it will shows the active users and people who quit the app. If less number of people
quit the app will show the success of app (Sroufe, Stevenson and Eckenrode, 2019).
The bonus metrics- This metrics plays a major role in order to analysis the feedbacks
and review of the users throughout using the app. By positive review of the app will
ensures the success of the app. By getting the high star rating will shows the efficiency of
operations.

REFERENCES
Books and Journals
Ceruti, M., Williams, A. and Bedford, D., 2019. Developing a Vision and a Strategy–A Project
Plan Pulling it All Together. In Translating Knowledge Management Visions into
Strategies. Emerald Publishing Limited.
de Nahlik, C. F. and Fabozzi, F. J., 2021. From Project Plan to Offering Memorandum: What
Core Stakeholders Need to Know. World Scientific Book Chapters, pp.43-66.
Kerzner, H., 2019. Using the project management maturity model: strategic planning for project
management. John Wiley & Sons.
Khomyakov, I., Mirgalimova, R. and Sillitti, A., 2020, March. An investigation of the project
management approaches of agile and plan-based companies. In Proceedings of the 35th
Annual ACM Symposium on Applied Computing (pp. 1662-1665).
Sroufe, R. P., Stevenson, C. E. and Eckenrode, B. A., 2019. The Importance of a Project Plan:
Every Building Needs One. In The Power of Existing Buildings (pp. 51-64). Island
Press, Washington, DC.