1. App Watsdown Movement
1.0 Executive Summary
Company Profile Summary
Watsdown is an App software service that will help to provide the true
developmental information focusing to transform the population to achieve
social economical sustainability, which will focus at providing value addition in
different areas which include Agriculture, Information Technology,
Medical/Healthy, Finance, education, Skills developments, entrepreneurship
skills, Networking, Tourism, Real Estate development . Watsdown App
Software will run and wholly owned by Focus Youth Forum Association, a group
of Youth who came together after realising that the big population in Uganda
according to statistics (74.4%) is below 35 years old and un-employment being
a major problem. The great initiator of this App is Gen Elly Tumwine a serving
officer of Uganda Peoples Defence Force (UPDF) at the rank of General and
who is also a greater founder of Focus youth Forum Association.
Market Research Summary
The population survey was done by Uganda Bureau of Statistics (UBOS) census
about the population of Uganda currently at 37 millions and 74.4% are youth,
who are actively using social media app like Watsup, Facebook, Skype, Twitter,
and instagram. But currently Watsup is the leading social media which focuses
on making owner richer and making the user poorer with no educative
programs that is aimed to transform people economically especially the Youth.
It will focus to run educative programs, information database,
entrepreneurship programs, will reach deep in rural population, will link
farmers or producers to direct market.
Marketing Summary
Watsdown is committed to calling not-for-profits directly and speaking to the
decision maker. A close secondary activity will be networking extensively with
Government ministries, private companies, educational institutions, successful
entrepreneurship, agriculturalists, and other productive social media stations
like radios, TV and create business directories to provide the user a wide range
of products and services.
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2. App Watsdown Movement
Watsdown is a new innovation and it’s still in incubation beta stage with
current first stage of testing provided by IT engineers. Looking at other
institutions like Uganda communication Commission to come on board.
Finance Summary
Focus Youth Forum will be requesting a funding $15,000(Ugx50mn) from Well
Wishers to cover the cost of research, engineers, and new equipment
purchases. First Year projections are targeted for $38,000(Ugx.126Mn) with
expenses at $11,300(Ugx.36Mn).By Year Two, sales are projected to double to
$79,500(Ugx.267Mn) with expenses just under $18,200(Ug60Mn).
2.0 Company Profile
Business Overview
Watsdown is app software that will helps solve the ever increasing need of
Social Media platform offers true and actual message to transform peoples’
mindset especially the Youth and Middle age to engage in productive activities
which can solve the problem of unemployment, and social economic and
environmental sustainability that will nurture a transparent and fully engaged
and committed generation.
Focus Youth Forum is concern about increasingly level of unemployment
amongst the Youth and in the country at large, 90% of them spending their
little resources buying smart phones with daily expenditure in buying bundles
to Watsup friends on issues that doesn’t generate or change their financial
well-being, and end up making the owner more richer and leaving the
population more poorer, so there is greater demand for transparent App in the
industry that will attract, and act as a knowledge centre for accessing good
resources, connections, market, link even the person deep in the rural setting
to the international markets, and this App will not allow contents of politics,
pornography, shame, humiliations, abusing, and partisan. It will not recognise
your affiliation belonging but it will report the actual event that is happening
now, where exactly and guide you to the right contents which will be a
directory of different areas businesses, expertise, careers.
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3. App Watsdown Movement
Watsdown is a product business. Watsdown Software will offer range of
services and the ability to: filter the message shared and bridge gaps needed in
skills helping the right population, use a contact management system to help
educate, share knowledge, learn from experts, direct you to area of interest,
allow you to appropriate network with people in a sector interest and create a
strategic planning. The product utilizes the latest integrated technology
software.
Company History
Currently, Focus Youth Forum has IT engineers who have developed some Apps
like tickeem which is on market selling, booking airtickets and managing
events, in exchange for feedback and testimonials. Some changes have been
adapted with feedback. The App is already being market and on demand to be
launched. But the official launch of the App will be by end of 2016. Focus Youth
Forum IT members have invested worth on voluntary basis to date developing
the version and pending to pay out sourced developers, engineers and tester
(in addition to extensive labour).
Management
Watsdown is App Software that will be run and wholly owned by Focus Youth
Forum Association, which was initiated by Focus Youth Forum Patron and the
Co-Founder Gen. Elly Tumwine who is also a serving UPDF Officer at the Rank
of General, after realising that the challenges affecting the Youth can be solved
by the Youth themselves by coming together and put their ideas, skills,
expertise, knowledge sharing that can easily help to identify their potentials,
thus changing their mindsets from being job seekers to job creators. He also
observed that though there is rampant unemployment amongst youth, they
can afford to buy expensive gadgets, and subscribe to social networks like
“Watsup” which doesn’t contain the contents that can build focus their minds
to a right direction, but rather it engages them to share information and spread
rumors without facts, share pornographic contents, from unclear source and
dangerous to the generation. Thus comining up with Watsdown App that’s is
aimed to tap information right away from the roots, on the ground,
developmental and healthier to the Youth to build them positively and to
transform their minds in fighting poverty.
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4. App Watsdown Movement
Location
Focus Youth Forum is housed at Nommo Gallery Nakasero, where the
developers sit and put things in order but Watsdown App will be a mobile App
based business that will be worldwide sold. You will only need a smart phone
to download it, and we shall pattern with telecom companies like Huawei,
MTN, and Samsung to market to the rest of the world.
Legal Structure
Focus Youth Forum is an association that was formed to bring the youth
country wide together for a common cause of fighting poverty by identifying
the skills, talents, knowledge sharing, developing ideas into practice. It’s a non
partisan, and doesn’t recognise tribe, color, religion but it empowers the youth
to succeed socially, economically and environmentally and have sustainable
generation. It’s a registered and is guided by constitution.
Association Goals & Objectives
To provide a platform for youth to voice ideas, concerns, and opinions on
issues of interest to the Focus Youth Forum to government, non government
bodies
To represent interests and perspectives of the groups of youth in Uganda
accurately and equally
Vision
To leave a sustainable World for Future Generation
Mission
• To implement sustainable programs that improve access worldwide to
investment, opportunity, and lifesaving services now and the future
generations.
• Shaping the future by preserving our heritage, discovering new
knowledge and sharing our resources with the world.
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5. App Watsdown Movement
• Every person has the opportunity to achieve his/her fullest potential and
participate in and contribute to the aspects of life.
Professional Adviser
Hon. Gen Elly Tumwine
3.0 Market Research
Industry Profile & Outlook
Focus Youth Forum operates primarily in the Uban and rural settings with the
aim of covering the country regions
There are 37 million people in Uganda and out that 74.4% are the youth below
age of 35 years and out of that percentage, 60% is unemployed. Youth in
Uganda focuses on white color jobs, which are very small as compared to the
population.
Watsdown App Software will mainly focus serve the interest of youth and give
enough knowledge for different projects which will help the use to put their
skills into practice practically, for example encouraging youth to engage in
agriculture, go down to the field trace the farmers learn and do physical farm
tours where they will learn and love the sector, IT people will get a chance to
reach IT experts and develop systems, for rural settings this will guide the
farmers with produce to link them with market directly without incurring costs
and so many
Local Market
The initial focus will be in serving all Ugandans who can afford smart phone and
the rest of the world.
Key Competitors / SWOT Analysis
Watsup
Strengths –
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6. App Watsdown Movement
• Solid reputation in the US especially with larger market
• Watsup is now popular to the world wide.
Weaknesses –
• The App extensive version is expensive
• The app is not not educative for economically transformation
• Makes the users poorer.
Opportunities –
• It’s a favourable app for the youth, in social networking.
Threats –
• Develop an extensive tool to cater for non phone holders to Watsdown
Watsdown
Strengths –
• Sophisticated software hence its good for picking first hand information
from rural areas
Weaknesses –
• Can be perceived as too niche
• A new product with very little history
Opportunities –
• First innovation in Uganda
• Develop strategic alliances with consulting firms and software companies
that don’t offer Watsdown offerings
• Partner with Uganda Communication Commission, Ministry of ICT,
Innovation Fund, Telecom companies by offering Watsdown version as
added value to their clients
Threats –
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7. App Watsdown Movement
• Watsup is still strong in the Market.
Target Market
Watsdown will be sold to whole market in Uganda and the rest of the World.
In order for the market to consider purchasing the Watsdown app Software,
they would need a minimum budget. Watsdown has narrowed the focus by
targeting the market between $100,000(Ugx300Mn) and $500,000(Ugx. 1.6Bn)
in revenues. In Uganda, 60% can afford to own smart phone, more (45,000
businesses). At the lower end of the spectrum $100,000(Ugx300Mn) would be
the minimum amount and at the higher end of the spectrum Watsdown would
not target over $10M (Ugx33bn) in revenue until it has established credibility.
For lower income earner will be targeted; for larger organizations/companies
will be also a great target. The initial scope will be amongst unemployed and
deeply in rural areas. In Year Two and beyond Watsdown would expand its
reach to the big markets.
Keys to Success
To develop an extensive networking in the world and business community
Developing a critically acclaimed software app and developing strategic
alliances with consulting firms, software companies that complement
Watsdown offering.
Customer survey summary
The survey was done based on Watsup users, what they have actually
benefited apart from exchange social messages and found out the market was
still lacking something to bring them educative contents to have value in
spending their money buying bundles each and every time you put it on to use
it. Focus Youth Forum members were interviewed and a conclusive results
were reached.
4.0 Sales & Marketing
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8. App Watsdown Movement
Pricing Strategy
The closest competitor, Watsup offers a comprehensive app with offerings
priced as high as $1, and excludes internet subscription. Whereas Watsdown
each user will be downloading it for free but it will come with advertising costs,
and a yearly charge and other sharing knowledge for free to entice users.
However, the features are not as sophisticated as what Watsdown has.
Watsdown will be offered at $1 fee per year/per organization/unlimited users.
This approach is in line with messaging of Watsdown of offering software app
that helps attract the best possible candidates.
Marketing Strategy
BoardSage is committed to calling NFPs directly and speaking to the decision
maker (usually the CEO in smaller firms and Vice Presidents in the larger NFPs).
A close secondary activity will be networking extensively in the NFP sector and
using LinkedIn as a tool to stay connected with industry leaders. Mr. Vuong is a
member of the Association of Fundraising Professionals (Vancouver Chapter)
and has extensive contacts in the NFP sector. BoardSage will be pursuing
strategic alliances with consulting firms and software companies.
Primary Marketing Activity
Reaching and contacting source of information. Steps include:
1. Using online directories (such as Contacts Directory). Focus Youth Forum
will contact different professional, trainers, farmers, Mentors,
entrepreneurs, SMEs, organisations, private and government institutions
2. Request a short 15 minute meeting to quickly demonstrate the software
app.
3. A follow up call and/or email will be sent ten days following the email on
Watsdown solutions.
4. A meeting would eventually be set up. The lead time from initial contact
to purchase is estimated at two months.
5. Focus Youth Forum members will be contacting 32 people each in a week
in the first two months and develop an effective follow up system to
maximize lead generation.
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9. App Watsdown Movement
6. Travel outside town to sensitize, promote on Medias, radios, TVs and
forum discussions and partner with IT firms as well as telecom
communications.
5.0 Operations
Location(s)
Since the app will be installed on mobile phones, , Watsdown will also have a
virtual office at Nommo Gallery, Nakasero Kampala where its parent Focus
Youth Forum run its businesses in order to meet clients and have the use of a
prestigious address for consultations
Legal Issues
Watsdown anticipates the following legal issues:
Business licenses
Intellectual property (i.e. patents, trademarks and copyright)
Contract agreements (partnerships, independent contractors etc)
Watsdown is automatically protected by copyright but no patent is being
pursued as the layout and simplicity in the process is what makes the software
so effective.
Human Resources
Watsdown will be under the administration of Focus Youth Forum.
Watsdown subcontracts work to external engineers for software development.
Under the administration of Gen Elly Tumwine and Bernard Mugume
Process/Production
Currently Watsdown is not yet on the market but it’s being marked and a lot
feedback provided.
Watsdown will be software generated app as it allows for ease of accessibility
and user friendly software.
1. The app will be easy to be install and will based on a cloud platform.
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10. App Watsdown Movement
2. The app will allow multiple users to enter gaps that are missing for the
information required – both from a skills, industry and issue base point
of view.
3. The contact management allows those connected to the system to see
the tracking status of content being shared and be able to filter or report
the abuse.
4. There will be an interface with social links approaches be suggested for
all those connected to see.
5. There will be a selection of questions and final assessment for each
candidate/ user depending on the area information you want to obtain
Risk Assessment
Because the app is very specific to only smart phone users, on what it can do
there is potential for it to be serving too narrow of a market. Watsdown would
have look at two options – partner with other software companies or
consulting companies as an add-on to their product line and compliment their
offering. There is the option of targeting individuals and businesses who are
don’t use smart phones and create a prompt command where they can request
for the information.
Watsdown believes in continual improvement. With each customer, Watsdown
will be asking for feedback at the one month three month and one year stage
as a matter of course. Through extensive consulting with developers, testers
and industry experts we believe the Engineers open source offers the most
effective and cost saving approach to upgrades in the system.
There is a gestation period for any new software app of this kind. Watsdown
believes that if it cannot achieve a bare minimum of 40% of sales by the end of
its first year it would need to re-evaluate and seriously re-examine the business
model
6.0 Financials
Start-Up Costs
The example business plans do not include start-up costs, cash flow or income
statement example content, to review how to create these elements for your
business.
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11. App Watsdown Movement
Sales Forecast
Key Assumptions for Watsdown
• The user fee is $1 per year per organization with unlimited users (for the
first year)
• Contacting 8 decision makers will lead to one sale (first 6 months of
business)
Year One Sales Forecast (Including Assumptions)
Month 1 - $0
• App will launched
• Extensive cold calling (32 decision makers a week) and Networking (3
times a week)
Month 2 - $1300
• Over 100 users will be secured
• Extensive cold calling (32 decision makers a week) and Networking (3
times a week)
• Collected an extensive data base of 300 potential leads
Month 3 - $500
• Over 100 users will be secured
• 5 firms will have agreed in principle to sign on but because of the nature
of the season will postpone signing on until the New Year
• Follow up existing data base Network 3 times a week
Year Two Sales Forecast
Cash flow
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12. App Watsdown Movement
The example business plans do not include start-up costs, cash flow or income
statement example content
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