There you are.

Group 13 is Nuno Borges, Douglas Honeyman, Lin Ma, Catriona Maciver,

Robert McLean, Andrew Paiman, Ashleigh Slater, Sarah Stewart and Ro Ramtohul
Company Profile
‘Roots’ started in 2011 in a
brainstorming session with our
design team. Together we came
up with the idea of a mobile phone
application that can benefit the
post-consumer lifestyle and after a
few changes and developments the
idea of ‘Roots’ was born.
The application is a user friendly,
downloadable program that
motivates you in your everyday
activities. The more you walk, cycle,
run, or do any kind of exercise, the
more rewards you receive.
This differs from other applications
on the market because with our
scheme, when subscribed, you
can be rewarded for your exercise
through a point system. Points
are collected and redeemed as
an e-voucher sent via text to your
mobile phone.
Participating companies will then
translate the voucher into monetary
rewards for you. These companies
will be small local businesses which
appeal to the post-consumer; from
local pubs and clubs, to leisure
centres, local farms and more.
This revolutionary application is
more than just a personal tool.
When subscribed, the community
that you’re supporting with the
application benefits from your points
too. It helps local economy, as well
as raising local awareness, perfect
for the post-consumer.
C
on
c

‘Roots’ is a brand that works on personal needs. For those who are
ep

a personal level with you the after a healthy and active lifestyle,
consumer. Our friendly app is our brand is a much sought after
there as a motivational tool for your and unique product. ‘Roots’ has it’s
t

exercise routine. Our rewarding roots in the community and know

service is aimed at local stores and what ‘root’ you take, it is prefect for
is set on bring the community closer those who want to utilize technology
together, while supporting your own to it’s highest standard.
 A new study by Comscore MobiLens Smart phones definitely have played
shows that the use of mapping a huge role in this growth. Here is
applications on mobile phones grew the number of smart phone users
44% in the year between April 2009 who were observed to have used a
and April 2010. In just the three mobile map application during the
months between January and April month of April 2010 (and the YoY
2010, close to 33.5 million mobile growth rate in brackets)
phone users in the US accessed a
map application from their mobile • Total Mobile market: 16.773
phones. million

So when do people actually access • Smart phones: 12.74 million

these applications? Here is a (177%)
statistic from the study:
• Feature phones: 4.03 million
• Driving a car or other vehicle: (-2%)

Research
87.2%

• Walking/Running/Biking: 17.2%

• Using public transit: 16.7%

Mobile Map Application Usage Statistics, 2010. Go rumors. [online] Available at: http://gorumors.com/crunchies/mobile-map-application-usage-statistics [Accessed 03 March 2011]
 • Launched in October

• Not released in the US yet

• Spotify grew 800 percent in six months

• It took just 5 months to reach 1 million

users

• Has to be downloaded

• Works on a variety of different plat-

forms

• Levelled membership

More Research
• Each person, on average, travelled 7,056
miles in 2007/2008

• Only 30 of those miles were travelled on a

bicycle

• Only 171 of those miles were walked

• Therefore, less than 3% of our travel is done

without a powered vehicle!
Dundee City Council
Working with various city councils
we hope to bring the idea of an
active community to the fore front.
Dundee Travel Active is an example
of one of our coalitions to which we
hope will bring an effective scheme
for encouraging a healthy life style
and supporting local businesses.
“It’s time to get Travel Active!
http://visuals.sdgworld.net/temp/dundeetravelactive/default.asp
Research shows that taking daily
exercise can improve your health,
confidence and quality of life. As our
lives are made easier by technology,
we move around less and burn off
less energy than we used to do.
This means that each of us needs
to think about increasing the types
of activities that work for our lifestyle
and can easily be built into our day.”
B

‘Roots’ was a carefully chosen name ‘Roots’ is a personal brand, which is

ra

to reflect the service we offer. The there for you. No matter where you
‘Roots’ in our communities and the are, ‘Roots’ cares about your health
routes we take around them gave and community. Bring the local
n

the ideal communicative language. together.

di

The logo is designed around tree

root’s (at the bottom of the design)
n

and cycling or walking routes hence

g

the arrows and map like quality at

the top. The font was chosen for the
The colour scheme chosen for the app
rustic feel and vintage approach.
reflects the natural colours of the sky.
The two lines are instead of an over
complication of a street sign.
 pp
A
e
Th
Our simple application design means our users get the best
experience out of ‘Roots’. With only three screens it is easy
navigate and utilise on the go.

Home Screen Tracking Map User Profile

The Website

Enables users to:

• Monitor their points
• See where those points can be spent
• Engage with their online community
 Bronze Silver Gold
Scheme Scheme Scheme
Monthly price?
Free £3 £5

Free App?
Yes Yes Yes

Points per
mile? 0 1 3

See how many

points you’ve Yes Yes Yes
earned so far?
See how many
points you can No Yes Yes
redeem?
Can I redeem
points? No Yes Yes

Invite a friend
scheme? No Yes Yes

Website
features? Limited Unlimited Unlimited

The Reward System

 Summary

Income Expenditure

Financial Forecast Year One

 Summary

Income Expenditure

Financial Forecast Year Two

 Summary

Income Expenditure

Financial Forecast Year Three

 el
od
At the end of Year 1, our plan is based

M
on 4,000 subscribers which equates to
334 new subscribers per month.

y
it
Based on the cost of £3 for level
2 and £5 for level 3, our expected

n
income from subscriptions for Year 1 is
£204,000.

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