Astra Plc's Project Plan for Launching a Health & Fitness App

This project report details Astra Plc's plan to launch a health and fitness app called Astra Counter and Tracker, aiming to diversify its product portfolio. The report outlines the project plan using a Gantt chart, defining the scope which includes app design and launch costs, social media integration, in-app purchases, app customization, testing, and launching on iOS and Android. It also identifies potential project risks such as competition from other apps and cost overruns. The success of the project will be measured by the number of users, screen flows, and revenue KPIs. The conclusion emphasizes the growing trend of health and fitness apps and the importance of managing risks and measuring success for a successful launch.

Project

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Project plan..................................................................................................................................1
Project Scope...............................................................................................................................3
Project Risks................................................................................................................................4
Project Success............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
APPENDICES.................................................................................................................................7
Presentation slides.......................................................................................................................7

INTRODUCTION
In present era, people are more conscious about their health and fitness. Taking this into
consideration, businesses are working to launch various kinds of health and fitness apps with
unique features and services (Ashley, 2020). The purpose of such app is to make lifestyle of
potential and prospective customers healthier through tracking their day to day actions and intake
of food as well as water. Astra Plc is small sized organisation which is planning to launch a
health and fitness app, namely Astra Counter and Tracker with the aim of diversifying product
portfolio.
The report covers project plan, scope of project, potential risks that can impact the project
and ways to measure the success of project.
MAIN BODY
Project plan
Project plan is a document which explains execution, monitoring, controlling and closure
of any project (Soto, Hershman and Ashley, 2021). In aspect to Astra Counter and Tracker,
objective of Astra Plc is to diversify its portfolio in three months’ period. The app includes
feature of sign up and profile creation, social media integration, workouts and video tutorials,
water tracking, sleep analysis food logging and tracking, nutrition and recipe database, nutrition
management, etc. Mentioned below is project plan inform of Gantt Chart for launching Astra
Counter and Tracker by Astra Plc:
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Project Scope
Project scope is an approach for establishing boundaries for project along with defining
what deadlines, deliverables and goals the company will be working towards. In present era,
people live a busy schedule and tends to ignore importance of staying healthy, fit and emphasis
on health. For living a healthy and fit life, it is essential to do physical exercise, routine check-up
and playing sports. All this could be facilitated through health and fitness trackers together with
enhancement of trackers highlights requirement of related applications. For Astra Plc, designing
and launching Astra Counter and Tracker has wider project scope. Mentioned below are project
scope for Astra Counter and Tracker of Astra Plc:
App designing and launch cost: For an app which needs full cycle development, ranging
from requirements, collection, designing, development, testing along with launch, cost associated
with app ranges from approximate of £ 100,000 to £ 500,000 that depends on complexity. For
Astra Counter and Tracker, app designing needs highly professionals and technical person. At
same time, launch cost for the app is nearby £72,522 for one platform (including iOS or
Android) as well as £1,18,948 for two platforms (Sax, 2021).
Social media integration: By adding social media feature to an app, it gives the company
app free advertising as users are able to share outcomes on social media pages. In aspect to Astra
Counter and Tracker, it is essential for Astra Plc to ensure that the app has social media pages in
order to assist people to see what the application is abut at the time of generating engagement.
In app purchase: When Atsra Plc are carrying out efforts for launching Astra Counter and
Tracker for users, the company could make income through encouraging potentials and
prospective to make purchase decisions in the application.
App customisation: In context to Astra Counter and Tracker, customisation could be in
form of presenting experiences to users which are customised to particular needs despite of
wider, one size fits all experiences for users.
Testing of app: For Astra Counter and Tracker, testing will be performed on various
devices. With this, managers of Astra Plc will be able to see the ways in which the app works as
well as if features function as to the ways they are expected to perform so.
Launching app: Astra Counter and Tracker will be launched for iOS and Android users so
to track their fitness and health based results.
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Project Risks
Project risks are termed to uncertain event or situations which leads to positive or negative
effect on objectives of project (Aroni and Et. Al., 2018). In context to launching Astra Counter
and Tracker, there are various risks related to the project that can impact success of Astra Plc.
Mentioned below are some of them:
Competition from other apps: In health and fitness industry, there are ample number of
apps that can create negative impacts on launching of Astra Counter and Tracker. Some of other
apps are MyFitnessPal, Sworkit, Strava Running and Cycling, Fooducate, Health and Nutrition
Guide & Fitness Calculators, etc that can create high risks for launching of Astra Counter and
Tracker for Astra Plc.
Costs overruns: While designing and launching an app, there are chances of some
unexpected change in project budget which ends up enhancing total project costs. In context to
Astra Counter and Tracker, if cost gets overruns because of technical reasons comprising
erroneous estimates or inaccuracies on budget or scope, there are chances of occurrence of the
risks.
Project Success
In a project, it is significant to measure success as it increases chances of improvements and
achieving desired goals (Li and Et. Al., 2021). In aspect to Astra Counter and Tracker, managers
of Astra Plc will measure success with certain metrics that are as follows:
Number of users: To measure success of Astra Counter and Tracker, managers are required
to focus on number of people that have purchased or downloaded along with intended to make
usage of the app. It is the initial look towards user engagement and helps in tracking source of
installations for making informed decisions related to future channels.
Screen flows: The metrics assist in tracking exists by screen, total happenings of visits to
screens, flow among screens and so on. With screen flows, individual is able to look at specific
screen in Astra Counter and Tracker app and managers can see what users did while on screen as
well as where they went later.
Revenue KPIs: An app is not only built by keeping end-users in focus, however, it is also
developed with money or revenues in mind. In context to Astra Counter and Tracker, managers
of Astra Plc can measure success through analysing how the app generates money through
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looking towards average revenue per user, customer lifetime value, customer acquisition costs
and so on.
CONCLUSION
As per mentioned information, it is concluded that health and fitness are turning trendy in
present era. Businesses are launching health and fitness app so to diversify product portfolio and
helping people to maintain healthy lifestyle. Risks concerned with launching a health and fitness
app includes competition from other apps, costs overrun and so on. Success of launch of the app
is possible through number of users, screen flows and revenue KPIs.
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REFERENCES
Books and Journals:
Aroni, A.L. and Et. Al., 2018. Aplicaciones de teléfonos inteligentes utilizadas para iniciar y
mantener la actividad física: Un análisis exploratorio/Smartphone applications used for
initiating and maintaining physical activity: an exploratory analysis. Revista de
Psicología del Deporte. 27(4). p.89.
Ashley, K., 2020. Applied Machine Learning for Health and Fitness. Apress.
Li, A. and Et. Al., 2021. Understanding how and when user inertia matters in fitness app
exploration: A moderated mediation model. Information Processing &
Management. 58(2). p.102458.
Sax, M., 2021. Between empowerment and manipulation: The ethics and regulation of for-profit
health apps (Vol. 47). Kluwer Law International BV.
Soto, J. T., Hershman, S. G. and Ashley, E. A., 2021. Combining digital data and artificial
intelligence for cardiovascular health.
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APPENDICES
Presentation slides
Slide 1
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Slide 2
Slide 3
It is planning a diversification of portfolio through launching a new health and fitness app,
namely, Astra Counter and Tracker, in upcoming three-month duration.
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The presentation outlines project proposal along with rationale of the new health and fitness app.
Slide 4
In order to diversify the portfolio of business, launching a health and fitness app that is Astra
Counter and Tracker which is effective as with this, the company is able to provide its users with
instructions along with examples related to nutritional intake, kinds of exercises and other fitness
topic.
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