MNG00314: HEROTouch Software Report - Business Plan Analysis

This report provides a detailed analysis of HEROTouch software, a fingerprint sensor solution designed for the hotel industry. It begins with an executive summary and an introduction outlining the report's purpose. The venture description details the software's features and benefits, emphasizing its security and environmental advantages. The report then covers management aspects, including legal and operational structures. A marketing plan outlines segmentation, targeting, and communication strategies. A competitor analysis identifies key rivals and assesses the competitive landscape. Financial analysis includes budget projections and profit and loss statements. The report concludes with a discussion of key risks and challenges, providing a comprehensive overview of the business plan.

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1
Entrepreneurship and Innovation
Student Name
1/17/2020

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Executive Summary
The report comprises the details of HEROTouch software and its description. It shows that how
this software will launch in the market and what is the management of the HEROTocuh. The
software enables the fingerprint access; collection of information, set data’s and manages the
work and information. As it is demanding, many investors are ready to launch it and that will
give rise to competition at high level. The report shows the structure and strategies which will be
adopted by the software developer. Also the report encompasses the major competitors and
includes their work and market share. This software is environment friendly and use of it will
reduce the wastage of paper.

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Contents
Introduction......................................................................................................................................4
Venture Description.........................................................................................................................4
Management....................................................................................................................................5
Legal Structure.............................................................................................................................5
Operational Management.............................................................................................................5
Marketing Plan.................................................................................................................................6
Segmentation................................................................................................................................6
Geographic...............................................................................................................................6
Demographic............................................................................................................................6
Psychology...............................................................................................................................6
Behavioural..............................................................................................................................6
Targeting and Positioning............................................................................................................7
Communication Strategy.................................................................................................................7
Competitor Analysis........................................................................................................................7
Competition Rivalry.....................................................................................................................8
Threat of New Entrants................................................................................................................8
Financial Analysis...........................................................................................................................8
Risk and challenges.........................................................................................................................9
Conclusion.......................................................................................................................................9

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References......................................................................................................................................11

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Introduction
In today’s view everyone want to be ensured for everything like for food quality, for technology
latest trend, for services fast and presentable, and main required in above sall is safety and
security. And in same way, in hotels the demand for fingerprint sensor is rising because it
accommodates well and customers rely on that easily (Taherdoost, 2019). Also, as security
purpose the fingerprint sensor is recommended but which ensure the safety of personal
information. So here is one of the software HERO Touch, in Australia, it consist all features and
fulfill all requirements made by customers. The software used to detect fingerprint and collect
information of customers and ensures 100% safety of personal information (Fantinelli and
Russo, 2018).
In the following part it will be shown that why the HERO Touch software should be chosen and
how the market strategies need to be made and also, how to sustain in the market by giving a
good competition to competitors.
Venture Description
Software HERO Touch fingerprint sensor has launched to achieve hotels growth and satisfy the
requirements of customers and ensure the security. The software brings latest technology to the
hotels and provides variety of features. Also, the cost of launching software is affordable and
easily acceptable. It will attract the customers by its management, innovation style and its plans.
As awareness to customers is rapidly rising which means the demand for fingerprint sensor will
raise more in upcoming future. The motive towards launching this is to secure the interest of
customers as well as hotel staff; it will also reduce the scope of misunderstanding or
misappropriation of knowledge and risk of fraud (Kang, Hong and Bae, 2018).
The software company will help in maintaining the management of hotel industry. It will also
help in growth of hotels and it attracts costumers at large. This software makes visitors reliable
and also enhances the image of hotels. The hotels will benefited in large like to be in a
competition, help in managing reports easily and main is that it reduces the wastage of paper. But
before launching the software it will set proper strategies and marketing plans. Also, the product
benefits the environment by decreasing the use of paper and will reduce the usage of paper in the

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hotel industry. As the entry, exit, menus and other documents will be available by introducing
fingerprint sensor (Morales et al., 2017).
Management
It includes the management, structure and forms of the company or the product which shows
how the company or product will deal with the environment and the laws of the Country.
Legal Structure
It shows that before the launching of HERO Touch software it will take the patent and copyrights
from Australian Government and get a certificate so they can began their launching. Legal
structure is foremost important and no business can carry or perform any activity without
forming a legal structure. The formation and registration includes a process and it contain many
ingredients which are required-
 The amount need to be invested should be clearly stated;
 The type of source required for funding;
 Number of employees;
 Permission from regulatory bodies and type of tax structure which the company will
choose has to be clearly stated.
 The software needs to be registered under the Intellectual Property rights. Because there
are bunch of software’s and many more to come therefore, the rights need to be taken
(Kazanjian, Drazin and Glynn, 2017).
Operational Management
It will manage by professional and managers to whom the duties are assigned. In every hotel
there will one or two professionals of HERO Touch will be present 24*7 for the services or any
problem rose. The workload will be reduced and it makes employees more enthusiastic. Also,
this software will save the time of hotel industry and customers. The reputation and goodwill of
the hotels will be enhanced (Annarelli and Nonino, 2016).

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Marketing Plan
Segmentation
Geographic
The first software will be launched in Australia and afterwards the focus is to expand in many
other countries like United States, Europe, Japan and India. As all the countries are on
developing segment and ready to adapt changes therefore, launch of HEROTouch fingerprint
sensor will be soon worldwide.
Demographic
The needs of latest technologies are on high demand but the only technologies will be adapted
which ensure proper safeguards. Therefore, the fingerprint sensor assures safety work and makes
hotel industry to rely on it. It will contribute large proportion in the global market share as it’s
the key factor for technologies. The first focus of launching is business hotel and afterwards
airport hotel, suite hotel etc (Gonchar, Gorokhova and Ponomarenko, 2019).
Psychology
In Australia there are plenty of places to visit therefore, engagement of hotels and requirement
increases. And the visitors want good environment and hospitality in the hotel they will stay. So
to be on the expectations of the customers a higher level of investment is required and also cost
will be high. The customers for the purpose of safety and security are ready to support the high
level investments products.
Behavioral
The people come or stays in the hotels are concern for safety and want assurance from hotel
industry and in regard of that they are ready to pay the cost demanded. Customers also promote
the launching of this software as there one of the motives is to save the environment and paper
usage. The views of Australian people are quite different as they are not easily ready to make
changes and they mostly deny adapting (Kurniawan, Saudi and Wijaya, 2018).

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Targeting and Positioning
The target customers of HERO Touch are people staying in hotel or visitors come to visit
Australia. Also, they focus on spending of people and their earning income because the software
includes a high investment. Once launched and installed then the maintenance of it will be not
that costly and prices will be affordable. The product targets the hotels which are on top and
which can easily adapt this. To set target the hotel’s productivity, its growth, goodwill and net
worth is considered. The Australia’s top hotels will be considered and targeted to launch their
software in that hotel (Çengel and Ledo Hernandez, 2019).
Communication Strategy
To launch and advertise the software to hotels and customers the developer will make strategy
and will go through the following channels:
 The most preferable for this software is to visit hotels personally and explain them about
the product.
 They can also host any event or advertise their product through different channels like
television ads, books or journals.
 Also the professionals can give demo to hotels by installing it for a day or as per the
terms in policy.
 They can communicate through social media like Facebook, Instagram, YouTube etc.
 Also free sample or promotional templates can be distributed (Světlík, 2017).
Competitor Analysis
The major competitors who will give tough competition to HERO Touch after launching are:
Aware- It collects, manages and process biometric data and it is a leading global service provider
of fingerprint detection. The purpose to be in the market is identification and authentication of
customers (Aware, 2020).

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Adonai- It is one the biggest leading biometrics software developer in India. It provides cost
effective solutions and smart card services (Adonai, 2020).
QSS Technosoft- It works from mobile and a leading app development company that offers
services related to biometrics software and gives cloud based solutions and web browser based.
It includes biometric face and fingerprint image verification (QSS Technosoft, 2020).
Competition Rivalry
All the above mentioned competitors will give tough competition to HERO Touch software. All
the competitors has already captured maximum share in the market and it is now tough for the
HERO Touch to compete and sustain for long term. However there is one advantage that the
HERO Touch is environment friendly and its aim is to reduce paper waste which helps to be in
the market and compete with other software developer (Dockner and Jørgensen, 2018).
Threat of New Entrants
The biometrics software is a leading one and its demand is increasing day by day. Therefore,
most of the investors think to enter into the market as the entry has no barriers. Also, the rapid
increase of biometrics makes the investors to think to invest and earn profit. This can be seen as
threat to HERO Touch as any company can come and give tough competition. Also it diverse the
mind of customers and give many options to think before purchase (Wright e al., 2019).
Financial Analysis
It refers to an option a company, organization, business or product can have to fund their project.
There are several ways of funding in the project like borrowing from banks, issuing shares,
debentures or units, private placement and angel investors. The ways need to be chosen as per
the requirement of product. The HERO Touch software comprises high cost investment and its
making, launching and implementing requires huge level of investment.
It is clear that the software needs funding from initial stage of venture. Mostly the top investors
or business tycoons can invest in this type of software. In market there are more options and all
are beneficial to the project and moreover the project gets an advisor to guide in future.

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Budget for the business
Budget Cost ($)
Business Registration 100000
Computer equipment 5000
Computer software 3500
Telephones 1500
Fax machine 2000
System related to Security 7000
Furniture 8000
Utility connections & bonds (Electricity, gas, water) 15000
Internet connection 900
Training 10000
Salary 150000
Printing 1500
Stationery & office supplies 2000

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Marketing & advertising 30000
Total start-up costs $3,36,400
Profit &Loss A/C
PROFIT & LOSS Year 1 Year 2 Year 3
Sales 702000 772200 849420
Less: cost of goods sold 212000 222600 233730
Gross profit/net sales $4,90,000 $5,49,600 $6,15,690
Expenses
Advertising & marketing 50000 55000 60000
Bank fees & charges 32000 32000 32000
Bank interest 70000 70000 70000
Telephone [phone]

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Payment of Loan for laptop 14000 16000 18000
Rent & rates 70000 70000 70000
Insurance of software 40000 52000 60000
Income tax 45000 52000 60000
Wages or Salary 25000 30000 35000
Other Expenses 60000 70000 80000
Total expenses $4,21,000 $4,62,000 $5,00,000
NET PROFIT (Net Income) $69,000 $87,600 $1,15,690
Risk and challenges
Probably this issue comes along with the commencement of business or project and everyone has
to face it. The risk and challenges are kind of opportunities to the product as if they overcome the
risk and meet the challenges then their strength will increase. The risk and challenges as no end
but the company or business needs to be strong to deal with it. The software is new and most of
the people are getting aware with the time. Therefore, it will bring more challenges and
opportunities in future (Fraser and Simkins, 2016).
The mainly challenges which will occur are –

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 To make hotel industry reliable of the product – it means that HERO Touch need to make
their customers satisfied with their software and makes them rely on it. They need to
ensure hotel industry that the software will lead to reduce paper waste and it is
environmental friendly.
 Tough Competition – it is also discussed earlier which shows that there are major
competitors and all of them are leading biometrics software companies. Also all the
companies have captured enough market and it’s not feasible for HEO Touch to easily
cooperate. HERO Touch needs to be enough capable to give tough competition and to
sustain in market (Fraser and Simkins, 2016).
Conclusion
The above information can be concluded here, the demand for security and safeguards are
increasing and expectations are also rising. Therefore, to fulfill the demand and requirements
many companies has launched biometrics software development and with the time changing one
more product is ready to launch that is HERO Touch, a fingerprint-detect software. This software
enables the hotel industry to get upgrade and update with latest technology. Also, this software is
environment friendly as it saves paper wastage and its usage. The software also leads to speedy
work and satisfy the customers by providing 24*7 services and safety of personal information. It
authenticates access of information and collects the individual’s data. Form this software
employees not need to take pressure as all the work is managed by the software. All the
documents are maintained manually without paper work.
The HERO Touch is ready to compete in the market with its strategies and marketing plan. The
competitors are leading high but still the HERO Touch will come and succeed through its
different mechanism and plans. The market segments show that how Australia people will react
on the launch of software and if they are ready to adapt the changes or not. If not, then the HERO
Touch will plan accordingly and will make the people ready to adapt it. HERO Touch is software
which works in dynamic environment and ready to meet its challenges and give tough
competition to its competitors.

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References
Adonai. (2020) Adonai Software [Online]. Available on https://adonai.co.in/company [Accessed
on 18/01/20]
Annarelli, A. and Nonino, F. (2016) Strategic and operational management of organizational
resilience: Current state of research and future directions. Omega, 62, pp.1-18.
Aware. (2020) About us [Online]. Available on https://www.aware.com/company/ [Accessed on
18/01/20]
Çengel, Ö. and Ledo Hernandez, D. (2019) Impact of analytics on strategic marketing
performance. Journal of Modern Economic Research, 6(7), pp.52-88.
Dockner, E.J. and Jørgensen, S. (2018) Strategic rivalry for market share: a contest theory
approach to dynamic advertising competition. Dynamic Games and Applications, 8(3), pp.468-
489.
Fantinelli, S. and Russo, V. (2018) Community of practice online, the importance of technology
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enterprise risk management. Business horizons, 59(6), pp.689-698.
Gonchar, V., Gorokhova, T. and Ponomarenko, A. (2019) Segmentation and positioning in the
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Kang, I.H., Hong, M.T. and Bae, B.S. (2018) Capacitive sensor pixel circuit with single
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Kazanjian, R.K., Drazin, R. and Glynn, M.A. (2017) Implementing strategies for corporate
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mindset, pp.173-199.

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Kurniawan, R., Saudi, M.H.M. and Wijaya, Z.R. (2018) The Influence of Brand Equity and STP
Towards Pricing Strategy and the Impact on Decision Making. International Journal of
Engineering & Technology, 7(4.34), pp.318-326.
Morales, M.L., Callejón, R.M., Ordóñez, J.L., Troncoso, A.M. and García-Parrilla, M.C. (2017)
Comparative assessment of software for non-targeted data analysis in the study of volatile
fingerprint changes during storage of a strawberry beverage. Journal of Chromatography
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Wright, E.W., Hillon, Y.C., Garrido-Lopez, M. and Fowler, D. (2019) A new scorecard for
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