MGMT20143 Assignment 1: Reflive Business Model Analysis

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Table of Contents
I). Brief Description of the Organisation.........................................................................................3
II). Business Model..........................................................................................................................4
Building Blocks............................................................................................................................4
a). Customer segments.................................................................................................................4
b). Key Partners............................................................................................................................4
c). Value Proposition....................................................................................................................4
d). Key Activities.........................................................................................................................5
e). Channels..................................................................................................................................5
f). Revenue Streams.....................................................................................................................5
g). Cost Structure.........................................................................................................................5
h). Key Resources........................................................................................................................5
i). Customer Relationship............................................................................................................5
III). Interrelationship........................................................................................................................6
IV). Critical success factors.............................................................................................................6
V). Risk factors................................................................................................................................6
VI). Business Model Changes.........................................................................................................7
VII). Conclusion..............................................................................................................................7
VIII). Recommendation...................................................................................................................9
References......................................................................................................................................10
Appendix........................................................................................................................................11
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I). Brief Description of the Organisation
Simon Murphy launched an application and the management system known as Reflive, this
application is considered as a perfect solution for the referees of Football. It is application and
the system in which works on smartwatches and smartphones and will improve the efficiency of
the game as with the help of this app, referees are able to track all the data of the match. They do
not need to maintain notepad or paper as this app has been designed in such a way that it
digitalises the matchday management process for the referees. It has been stated by Simon
Murphy that the current process of recording data related match is quite outdated, therefore with
the development of the Reflive, the burden of the referees can be reduced. All the data such as
adding of teams, number of players and the location can be recorded on this app easily before the
start of the game. This app was officially launched at the recently held pre-Olympic match
between New Zealand and Matilda. After the introduction of the application, the response was
appreciable as referees found the application easy to use and very helpful during the matches
(Reflive, 2016).
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II). Business Model
The management team of Reflive is looking to subscribe leagues with the view of promoting the
application and helping the referees to manage the data and information of the matches
effectively. It has been stated by Simon Murphy that their technology can produce accurate data
and remove the error or glitches which takes place during the reforms in match data. With the
adoption of Reflive, the maintenance and management of the information and the data will be
done systematically which will remove the chances of occurrence of errors.
Building Blocks
There are nine building blocks of Osterwalder & Pigneur, which approaches the specifications of
Simon Murphy’s business models (Baldassarre, 2016).
a). Customer segments
It is essential that proper services are provided to the targeted customers. This helps the business
in surviving in the business environment. The targeted customers are:
 Referees of the football matches.
 Football Fans and other individuals interested in sports.
b). Key Partners
According to the mailing list, social websites, advertisement done by players and the positive
response coming from match officials is necessary for Simon Murphy to establish the awareness
of his app in the market.
c). Value Proposition
It is designed in such a way that it can track all the data of the game correctly with no errors. It
attracts the game officials as it can make their job quite easy and it works with smart-watches as
well so they do not have to carry paper or notepad anymore.
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d). Key Activities
The efficiency of this technology is tracking all the data with accurate data and information to
make the football match more interesting. Using such an application would provide assistance to
the referees.
e). Channels
This application has been downloaded globally and the use of this application has been
increasing day by day (Reflive, 2016). Australia, US and the rest of the world have supported
this app and taking an initiative to use this app in all the matches of football in order to make the
matches more interesting for the viewers.
f). Revenue Streams
g).
Cost
Structure
This application is available at the official website of Reflive as well as it is also available at
digital platforms such as Google Play. The cost incurred in this application is on providing
updates which to make the application better. It requires coding and programming which attracts
expenses.
h). Key Resources
Key resources for Reflive are its unique design, the capability of tracking accurate data and the
efficiency which is provided by the application.
i). Customer Relationship
The customer loves this app as it provides the user proper management of the football matches
and players. Fans are appreciating this app and downloading this app to keep a track of football
matches (Burns, et al. 2016).
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It has been analysed that from the period of April 2015 to September 2017, the revenue of
Reflive is increased from $40k to $75k.

III). Interrelationship
Reflive has raised a total amount of $100.5k in their funding over 2 rounds. Hot Desq has funded
the Reflive in order to establish a relationship between them. Reflive is currently making use of
30 different platforms for its dashboard management system and for its application which
includes iPhone, Viewport Meta, SPF, and another compatible mobile. Reflive has total 11,794
downloads in a month and turns out to be a most popular app downloaded related to football.
Reflive has been ranked 16,750,688 among all the websites globally with approx. 334 web
visitors monthly (Dudin et al., 2015).
IV). Critical success factors
There are many success factors for this application and the main factor for the success of this
application is its design and the tendency to work on a platform like smart-watches due to which
match officials can easily wear those watches and track all the data in order to keep a track of the
activities taking place within the matches. This turns out to be the most successful factor for the
application as it makes the work of referee easier and reduces the workload of maintaining the
data and information related to the matches. Another success factor for Reflive is the capability
of providing efficient data with no such errors. The continuous process of improvement in the
technology and implementation of changes makes the application more effective. Reflive has
grabbed the attention of football fans which resulted in the gaining the popularity in a short
period of time (Wan, & Yuan, 2018).
V). Risk factors
In recent years, Reflive has become the more popular app as compared to their earlier years and
as a result, Reflive has been growing across the world globally. The factors which can affect the
business of Reflive would be the excess use of technology in the football matches, as Reflive is a
digital way of tracking all the data in an ongoing match. Referees might prefer their previous
techniques of using papers and notepad in order to give a personalise touch instead of using a
digital technique. This factor can affect the growth of the business of Reflive and as a result, the
use of the application and its users will decrease. Many match officials still hesitate to use this
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technique in the international match which is also a factor that affects the growth of the business
(Kamilaris, & Pitsillides, 2016).
VI). Business Model Changes
The changes which can be implemented in Reflive for increasing the productivity of the business
are as following:
 Advertise the app more on social sites in order to make the app more popular across the
world.
 Hire more employees in order to provide more sustainability.
 Add few things in the technology such as tracking of all the data related to players and
also tracking of every venue and the speed of the game so that officials can track all the
data related to the game in one platform (Chien, 2016).
 Advertise this app more in the countries of Asia where Football is merging day by day
and using this technology in their game will make the game more interesting there and
also it will be beneficial for the growth of the company.
If the implementation of these changes takes place then it will result in improving the growth of
the company and this technology will get adopted in the entire international match soon which
will be beneficial for the match officials.
VII). Conclusion
In this analysis, it can be concluded that the use of Reflive app can be made for various sports
events such as football matches. Simon Murphy, the founder of this application, is responsible
for the development of such application and for making it popular amongst the football fans. It
has been analysed that which the popularity of the application in Australia, it can be made
popular in other parts of the world as well. Business Model Canvas will provide assistance to the
Reflive as with the development of above-mentioned canvas, the management of Reflive will be
able to make effective strategies and implement the same for the business success. There are
various factors which can affect the growth of the company and to overcome such factors, Simon
Murphy can implement various changes in the application. It is concluded that by expanding the
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reach of the application, the growth and development of the company can also be enhanced
(Boyle, & Haynes, 2017).
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VIII). Recommendation
There are various recommendations in order to improve the overall profit of the company which
is:
The application can advertise in other countries such as more in order to attract more number of
the user all over the globe. Adoption of such an idea will be beneficial of the growth and
development of the application and make it popular in other countries as well. It will help in the
generation of more revenues or profits.
It is recommended that adoption more advanced programming must be used within the
application in order to prevent it from crashing and restarting. Such bugs or faults must be fixed
by making use of effective codes and related programming.
It is suggested that from time to time, the application must provide some new features to the user
due to which the interest of user can be maintained.
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References
 Reflive, (2016) About us. Retrieved from https://reflive.com/
 Burns, J. M., Birrell, E., Bismark, M., Pirkis, J., Davenport, T. A., Hickie, I. B., ... &
Ellis, L. A. (2016). The role of technology in Australian youth mental health
reform. Australian Health Review, 40(5), 584-590.
 Dudin, M., Kucuri, G., Fedorova, I., Dzusova, S., & Namitulina, A. (2015). The
innovative business model canvas in the system of effective budgeting. Asian Social
Science, 11(7), 290-296.
 Kamilaris, A., & Pitsillides, A. (2016). Mobile phone computing and the Internet of
Things: A survey. IEEE Internet of Things Journal, 3(6), 885-898.
 Chien, P. M., Kelly, S. J., & Weeks, C. S. (2016). Sport scandal and sponsorship
decisions: Team identification matters. Journal of Sport Management, 30(5), 490-505.
 Wan, W. A. N. G., & Yuan, J. I. A. N. G. (2018). Effects of Emotional Regulation
Strategy and Resilience on the Cognitive Control of Football Players. Journal of Tianjin
University of Sport, (1), 9.
 Boyle, R., & Haynes, R. (2017). The FIFA World Cup: Media, football and the evolution
of a global event. In Sport, Media and Mega-Events (pp. 85-99).
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Appendix
(Figure: Business Model Canvas)
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