Sarah

Tasnia, MBET 12.0

BET 602
Tactical Plan for Bread Crumb Tracking
Submitted To:
Dr. Harvir Bansal

Submitted By:
Sarah Tasnia (20596230)

Sarah
Tasnia, MBET 12.0
Breadcrumb tracking is software to track mobile workforce that will help companies
to optimize the overall productivity of the workforce & increase ROI (Return on
Investment) by managing staff faster & effectively. However, since we have been
working on this start up & we had to analyze overall market situation & competitive
positioning, we came up with some strategies that might help this tech based
venture to grow in this industry. Out of 4Ps I have written tactical plan on Product.
However, we mentioned 2-3 strategies for product in our previous assignment,
these are about: Product feature, corporate name, branding and packaging &
labeling. As for this assignment I discussed about the strategy we proposed about
better product features mentioned under the Product out of 4ps.

Product Feature Plan:

After considering overall market in this workforce tracking industry, we came up
with some features we believe that will be must have to not only meet the
requirement of MVP (minimum viable product) but also to sustain in this competitive
industry. This feature has been proposed considering the following factors:

Competitive analysis
Market Analysis & Customer need
Shift in the trend of technology
Company Resources

However, the features that have been proposed in our product strategy to make
Breadcrumb a better tracking software are:

Sales force

Coming up with one platform for the whole sales

integration
Mobile Payments

force to increase effectiveness & efficiency

Adding mobile payment option to make the

Wireless forms

process more convenient

Adding wireless form option to make it easier for

Mobile invoicing
Multilingual

the sales force

Adding mobile invoicing as a quick solution
Adding multilingual feature to make the platform

features
Voice Features

more user friendly

Adding voice features to enrich UX (user

experience)

Sarah
Tasnia, MBET 12.0

Objectives:
We have proposed to add the features mentioned above usually for two main
reasons, first, as a startup Bread Crumb tracking to be widely marketable, secondly
to capture larger market share. However, the main reason for adding those features
is to accomplish it the following objectives for Breadcrumb Tracking Solutions:

Keeping average app rating 4.5 or above on scale of 5.0 in play store
At least 5 out of 10 customer would recommend this product on our page for

better UX.
Mobile payment transaction should not take more than 90 seconds.
Enabling a fully functioning voice command feature with lag time not more

than 3 Seconds.
Finally adding the best 3 features among the proposed features in our
premium model.

Procedure:
Objective
1. Keeping average app rating
4.5/5.0 in play store

Process
- Add a Review Bar to the app website with
Tapstreams tool that invites visitors of
breadcrumb website to give feedback. If
feedback is positive (>4) theyre suggested
to leave a review on the App Store. If
feedback

is

negative

(<=3)

theyre

suggested to send you a message. In

addition to that we will also request the
current happy customers to rate the app on
play store.
2. At

least

out

of

10

-Users can send feedback by tapping the

customer would recommend

feedback button. We can as well reach out

this product on our page for

to people and prompt them with a popup

better UX

asking if they are happy with our app. If

not, they are prompted with a feedback
window so you can know why. If they do
enjoy your app, they are invited to rate the

Sarah
Tasnia, MBET 12.0
app in the App Store.
Objective
3. Mobile payment transaction

Process
-Designing the mobile payment system

should not take more than

with our developers that comprises of the

90 seconds.

following

factors;

simplicity,

usability,

universality, interoperability & speed with

platforms like android payment & NFC
considering
4. Enabling a fully functioning

the

factors

of

encryption & security.

-Creating a Voice Command

mobile
object

&

voice command feature with

register our application with the object, and

lag time not more than 3

then create a Voice Menu object to manage

Seconds.

our application's voice menus.To create a

Voice Command object by using technology
like

the CoCreateInstance function

the CLSID_VCmd class

5. Finally adding the top three
features

in

our

premium

model

identifier

with
and

the IID_IVoiceCmd interface identifier.

-Our UX design team will take all the app
rating & customer feedback in addition to
the

top

rated

features to

design

our

premium model which will be launched in

the year 2016.

Control:
It is important to set some key metrics to monitor, measure & control what objective
we are going to execute for breadcrumb tracking. However timeline of the control
will vary according to objective that we will be deriving from the benefit of adding
proposed product features.
Objective
App Rating

Monitoring
UX

Authority
design team,

Developers,

Sales

Key Metrics
Result
Tapstream

Timeline
of

Monthly

Sarah
Tasnia, MBET 12.0
Customer

team
Sales & Marketing

Number

Recommendation

department, IT

positive/negative

of

Monthly

recommendations

Objective
Mobile

Monitoring

payment

transaction

Key Metrics

Authority
UX design team,

UX

IT

customer

Sales

&

Marketing team

TimeLine

survey,

comments

Bi-weekly

&

recommendation in
Voice

Command

Feature

Developers

&

UX

design team

app page
Interview

of

Bi-weekly

current/future
customers & focus

Adding top three

Sales & Marketing

group
All the key metrics

features

department and IT

mentioned

department

and

in

premium model

6 months

above

follow-up

survey after taking

actionable insights.

App rating:
-It falls under the brand of Product category & is one of the significant
attribute
-We will be observing the fluctuations of app rating with the UX team,
developers & the sales & marketing team with the help of the data stored in
our Tap stream software.
- After analyzing the app rating we will take actionable insights (i.e adding
convenience or another feature suggested by customers) to maintain our app

rating goal of 4.5/5.00 in play store & company website.

Customer Recommendation:
-Even though it falls more under our promotion, but we considered this factor
here as because this will be the reflection of our product features.
-We will be observing customer recommendation on monthly

basis,

considering their suggestions, negative experience & positive experience

Sarah
Tasnia, MBET 12.0
-After analyzing we will design a better UX (User experience) & UI (User
Interface) in addition to improving the product, so that seven out of 10
customer recommend our product.

Mobile Payment Transaction:

-This proposed feature will make our product more user friendly &
convenient, so this is very important to keep this process simple, universal &
quick, so our objective is to keep the whole process less than 90 seconds,
whereas the industry average is 109 seconds.
-It will be monitored bi-weekly, with our sales & marketing team AND UX

team, & the system will be updated (if needed) by our IT department.
Voice Command Feature:
-This is a totally new feature on this type of app, so there is a high chance to
get competitive advantage if we ace on this feature.
-We will be developing & monitoring this feature bi-weekly with our UX design
team & developers in addition to our market research team, so that we can
assure that there is less or almost no lag time on voice command feature of

our software.
Adding top three features in our premium model:
-Breadcrumb will be launching premium model in addition to our current
standard model, so we want to know which are the top three features that
our customer wants if they get a premium model, it will be a 6 month
monitoring project & the observant of this project will be sales & marketing
department & IT department. We will also observe the UX survey results for
the features mentioned above & after taking actionable insights we will also
do a follow up survey with our current & potential customers to sort the best
features.

Budget:
Since Bread Crumb is a start-up & its age is less than five years, so we determined
the total marketing budget as a percentage of our five years projected revenue.
However, as an industry standard a startup should not exceed their spending on
marketing (that includes all 4ps) budget more than 12-20% of the average of their
projected revenue. After 5 years when the company is stablished the industry
standard is to spend 6-12 % of total projected revenue on their marketing budget.

Sarah
Tasnia, MBET 12.0
Since all our objectives has timeline of less than a year & we will be revising our
objectives based on what works for us, so I have provided the budget for the year
2016.

Particulars (2016)
Projected revenue
Infrastructure development
Salary of Developers & UX design team
Sales & Marketing Cost
Total Marketing cost
% of total revenue

$
$
$
$
$

USD
851,937.49
76,674.37
25,558.12
8,519.37
110,751.87
13%

However, we did our financial projection previously keeping this strategy in mind,
so, in addition to that our marketing cost, we also added salary of developers & UX
team & investment on IT infrastructure; which occupies 13% of total projected
revenue

of

2016s

projected

revenue.

So, our total marketing cost for the year 2016 is $110,751 out of which we believe
28-40%(Which is about $44,300) will be invested towards the product strategies we
made for breadcrumb tracking.
Considering the market data & subscription fees of different apps like tapstream or
technology used for monetary transaction following is the pie chart of our estimated
budget allocated for the objectives mentioned previously.

Sarah
Tasnia, MBET 12.0

Budget Allocation for Product Strategy

23%

13%
9%

25%

30%

Development of App rating

Development of Customer Recognition
Mobile transaction
Voice Command feature
Market Research for top three feature

So, out of $44,300, we have allocated the highest amount on the technology
application of mobile payment transaction & voice command feature, followed by
development of app rating & customer recognition. However, we will be revising our
allocated budget when we are considering a new product strategies, we should set
aside some funds for testing. Since we do not know if the new strategies will work
for our business, we should only use a small portion of our marketing funds.
Only after determining that it works for our business we will invest more funds
funnel into the new strategic objective for our proposed product strategy.