Case Study Of TEYE

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INSIGHT INTO ‘PHYSICAL-EYE’
INTRODUCTION
“It is better to participate and fail than fail to participate”- Debasish Mridah. A lack of physical activity is a core problem we’ve addressed for youth NZ’ers. The main causes that result in physical inactivity are a lack of knowledge/resources (such as time and money) which inhibit participation. Scoop NZ unveiled research suggesting a “national action plan is needed to increase Kiwis’ everyday levels of activity” (Scoop NZ, 2015). Therefore, an appropriate remedy for this problem was to develop an application (‘PhysicalEYE’) that conveniently digests user information to cater their needs and encourage participation in physical activities.
3. BUSINESS SECTION
3.1 Vision “To fuel insight into physical
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Sport NZ is renown for being the “guardian of NZ’s world-leading sporting system”(Sport NZ, 2015). Cooperating with Sport NZ will help implement benchmarks (statistics & surveys) that will flourish their reputation, as well as establishing a mutually beneficial level of participation. College Sport will also be a valuable partner as they “coordinate sport for 107 secondary schools nationwide” (College Sport, 2015). College Sport can promote the idea of physical involvement by directly working with school sports departments. Hence, these partners will be worthwhile by informing youth about the benefits in being actively engaged & driving interest for future involvement.
3.6 Strategy: Focused Low Cost
Competitive scope: PhysicalEYE focuses on a narrow segment of the market as only 17% of youth take part in one or more physical event per year. (Sport NZ Active Survey, 2014). PhysicalEYE aims to target young adults that are determined in becoming physically active.
Cost Strategy: PhysicalEYE is free to download on smartphone app stores as in terms of the industry, 92.4% of youth who participate in one or more activities do so without paying (Sport NZ, 2015). As our target segment are youth NZ’ers, a relatively affordable fee would be the most appealing. Hence, PhysicalEYE is relatively low cost. (Journal of Business Strategy, 2006)
The overall strategy is therefore: Focused Low Cost.
3.7 Value Chain Activity:
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LOCATION PROCESSING SYSTEM – Services interlinked with GPS software from PhysicalEYE’s suppliers will enhance the Location Processing System in terms of situating physical activities within approachable distance. The system feeds on input from the location tracking process which displays information about various sporting activities. Organisers of activities around the area implement data into PhysicalEYE which consequently aids the user, providing either a route or an estimated travel time to desired locations.
3.10.3. DATABASE MANAGEMENT SYSTEM - Having an alliance with an IT company allows the Database Management System to enable the reception and storage of data from users. The system will be the heart of the location tracking process and the timetable synchronizing process in the sense that it will manage and filter results for the user. As a result, users can benefit from the efficiency of PhysicalEYE to facilitate satisfying activity suggestions based on details collected by the system.
3.11. Summary Table: Value Chain to

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