Product Proposal - The Proposal

Name: “Find My Bus.”

Product Description:

We have decided to create a bus-travel app for iPhone, iPod Touch, BlackBerry and Android mobile phones. This app let’s the user know where their bus is located – using Google Maps – if they are running late or have arrived at their bus stop early; also, users can use it just for general information on where their bus is. Using Google Maps, users can see their bus moving in real-time along labelled roads to give them a definite view on where their bus is. Not only this, it will show them what time their bus is due or how many minutes it’s running behind schedule. If the bus is running late, the app will send a text to the user’s mobile phone saying that the bus is late – this can be used as proof for the user’s boss or lecturer. The structure of the app, involves the user entering their postcode at the beginning, this will then target where they are. When this information has been gathered, they choose their location and what bus stop they wish to use. This will then provide a list of the buses that run at that particular stop – the user will then pick their bus and it will show them whether it’s late or on time and how long it will take to arrive if not already gone. If the user has missed their bus, the app will provide an alternative route to make sure they get to their destination on time. If the user travels the same route everyday, the app will store this information and save them in tab called “My Previous Routes”; this will stop the user entering the needed information at the beginning. Furthermore, you can also buy your tickets through the app, using a direct link to the user’s bank account – or it not; the user can buy the ticket manually from the driver. These will also be saved with the previous routes. While the user is waiting for their bus, the app provides their own built-in games to play for free, as well as giving special offers on games from the app store.  

A focus group was carried out for “Find My Bus”. This helped us to find out if our audience would buy our app, and what they liked and disliked. After showing them the “Find My Bus” PowerPoint, they told us their thoughts. Their main question was how much the technology would cost to create and provide and how non-Internet phones and devices would be able to track their bus. We researched this and found that First buses have already got trackers in them; this would make a positive impact on costs. Also, after the Internet comment, as a group, we have decided that it’s not possible to create such a thing. With this in mind, we will add an “offline” feature to the app, in which you can click on and it will take you to a basic timetable that doesn’t need an Internet connection. It would be a simple chart with the appropriate timetables on them, similar to the timetable available at the bus stop, but in the circumstances where these are not available; they have the convenience of the app. In conclusion, the focus group fully understood the concept and everyone we spoke to would buy it.

Target Audience:

We believe that the target audience for this app is 16-25 year olds. We think because many students use buses; also, along with college they may have work – this will be a helpful app for them. One of the apps features is, that is sends a text to your mobile phone saying that the bus is late – this can be used as proof for the user’s boss or lecturer. University students, people that have a busy social life and young adults that work full time also fall into this age range.

The focus group agreed with the target audience.

Competitive Environment:

Upon researching, we have found that Scotland provides citizens with an app similar to ours. Their buses – EdinBus – have an app that plan your route and let you know when the bus is due. As this app is only available in Scotland we can appeal to the rest of the UK. When we researched further, we found that London also have an app – London Bus Checker – that does similar things to our product. Apart from that, there has been no app made with the exact functions that our app provides. Along with this, we understand that many students are learning to drive, which could decrease our audience in the future.

The focus group thought it would be a good idea that this app focuses only on the south of England, similar to London and Scotland apps. We are going to follow through with this idea.

Proposed Price:

The price we have decided on for this app is £0.99. We chose this because it’s a fair price for students, as many of them are faced with financial issues. Also, the user will have to purchase a bus ticket, so it’s not convenient to charge a high fee.  

The focus group agreed with the proposed price, saying it was reasonable.

Distribution:

We have decided to distribute the app in the appropriate app store for the user’s mobile phone. Along with this, on the First and Stagecoach websites, there will be a direct link from which the user can download the app.

SWOT Analysis:

Strengths: “Find My Bus.” not only let’s the user know where their bus is, and how long it’ll take to get there, but whether it’s late, early or on time. Along with this, the user can buy their tickets, play games and find their location easily, even if they don’t know the area they are in. The app also gives the user proof if they are late for work, college or University.

Weaknesses: One of the main weaknesses is the Internet connection needed for the app. Not all mobile phones are 3G enabled; therefore a W-Fi connection is needed. In the future, bus stops could provide a Wi-Fi spot. Another weakness is that not everyone has a the appropriate phone, meaning the app is not available for them; along with this, the older generation may not be as grateful for the app.

Opportunities: We could expand our features to find taxis, coaches, mini-busses etc. We chose not to include trains and planes as airports and stations both have information on whether they are late or on time. Also, it’s more difficult to track where they are.

Threats: Our main threat is students learning to drive, and adults that already drive; this will decrease sales of our app. Along with this, the EdinBus app is also a threat; although it’s only available in Scotland – the app has captured a big part of our audience. Furthermore, not everyone has the technology available for this app, this also decrease sales.