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COMM391 Section 201 Phase 3 by Mind Map: COMM391 Section 201 Phase 3
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COMM391 Section 201 Phase 3

Good Foods Canada

Adequate-: You seem to have the applications of the data more than you understand what kind of data you truly need to get. Try to think about what kind of specific data you need in order to fulfill your ideas. Also camera tracking is slow and tedious process that is expensive, you may want to think of alternative ideas. Overall you now have the ability to function like a supermarket, now try to think of other ways u can differentiate yourself instead of just competing.

Supplier Information-Need to track where goods are due to expiry status of products

Also program allowing supplier to see where our sales are to trigger the replacement of the goods on the shelves

Customer Profiles-Assure that customers get what they ordered to the right place and for the right time

Frequent Customers Rewards-offer special deals to reoccurring customers to keep them coming back, Helps us see what is popular and what individual customers prefer, Helps us to steer to affiliates to support revenue model

Smart Shelves-Inventory management to assure we are selling successful and desired product

Make sure we sell things in time, why people aren't purchasing certain products, and which products we need more or less of

Link with a simple POS system to see what products are popular

Camera Tracking-Allows us to see where customers moving patterns are through the store

Helps us create a path for customers to see other products they may want, Provide suppliers with information about how their product is testing with consumers

Online Sale Abilities-Make easy interactions and sales with customers

Will also allow us to figure out simply who likes what and what keeps people purchasing

Allows us to generate revenue from fee charged for delivery and purchasing

Revenue Model: - Based on high cost product and service differentiation. - Will allow us to charge a price premium for better services Value Proposition - "Deliver efficient and effective healthcare services while informing customers about health issues." Information Needed: - Knowing about patients personal life - will help with customization (i.e. jobs, habits, income, hobbies, family etc, past medical history, why are they using private health care?) - Knowing background of customer will allow us to educate them about relevant health issues. - Understanding customer preferences; collect data on scheduling, treatment, and staff preferences. - Info on other companies in the industry, will help us understand how to differentiate ourselves. How to Create this: - Survey or questionnaire when they sign up. - Create friendly environment which allows to have a deeper understanding of our customers, this ties in to our value proposition of " informing customers about health issues.". - Host customer oriented events (i.e. golf, spa, tennis etc.) ; will educate customers how to pursue a healthy lifestyle - online database that will allow customers to make changes to personal habits/activities - Provide an online news later which will inform them of our new services, events, staff changes etc. - allows customers to feel that we're involved in their lives, and lets maintain connected with customers; integrates our services into their lifestyles.

Adequate - : Have u considered privacy issues? While I find it interesting that you want to start using preventative measures (counter intuitive), changing the company's services this much would require a huge corporate culture shift. From what I understand from these comments, it seems although you want to change the traditional clinic into a "integrated lifestyle health clinic. As I personally do not know whether these changes would work (regulatory problems, behavioral problems (people generally don't want to go to a clinic for fun), etc) I find your idea to be unique. I would go more into the types of data that you need though and how exactly would you use them to better customize your customers experiences.

VanRealty. Value proposition: Providing our customers with the best local expertise and knowledge to facilitate an efficient value maximizing home buying experience that the customer will be happy with years down the road.

Information on price trends in each area

Information on local communities and future developments of these communities

Keep track of actions in City Hall regarding new developments, city planning, and parks development. All this information should be public.

Information on the clients' demographics, needs and realistic desires

Information on mortgages and information on helping buyers find the right mortgage

Stay in touch with previous home buyers on their satisfaction with their mortgage

Information on the current housing market such as number of houses on the market, who holds the listings, how quickly houses are selling

Information on any c

Also, it is imperative to be cognizant of our competitor's pricing. This will allow us to price competitively. We have a sales revenue model, and therefore it's important to obtain a competitive advantage if at all possible through our pricing. Additional information: Data - Customer ID, fleet ID, Region ID, moving times and dates, service free, gas prices

Who are competitors are and how much they charge, what extra services they offer in addition to help clients move.

Group 113

Weak +: The data that you seek I believe are already used by realtors when they sell their houses. As most of the information is public information, most realtors will already know any of the future developements and aeras. Also mortgages and finances are normally handled by the bank, and can vary depending on the individual. Another thing is that I don't currently see how your value proposition reflects what you can accomplish with your data. While you are going in the right path, you should go more into depth regarding how you're going to use all those different data types to accomplish your goal (while trying to create a useful value proposition). I suggest that you make your value proposition more detailed and less vague so that the connection between the two can easily be seen. Also your revenue model is lacking description (i'm not too sure if you mean this, but sellers are normally the ones giving the commission, not the buyers).

Revenue Model

Commission based revenue model geared towards buyers who are looking for the homes that realtors post for the sellers

Group 101

Good+: Very detailed and elaborate. I like how you focused not only on the customer, but you also focused on the employees of the firm as well. The website idea is interesting, but it may also be overused in COMM 391. A whole pile of privacy issues come in when you allow public access to customer information (even if it requires a password). I would personally suggest something that would be more internal - something like the CRM that you proposed sounds a lot more secure.


By knowing state of market --> cater to certain type of customer to personalize customer experience, know background information of customer to be able to provide complementary services to experience of buying home. Having informatino about the supply chain to know what suppliers are looking for in the selling of their home., New node

Information needed: state of real estate market, customer needs, PR techniques, supplier needs,better management techniques and identify what's lacking in the market. Also research about successful local real estate agencies and identify their strategies that made them successful and learn from it.

Revenue Models, Transactions & advertising models, Need to know about financial institutions like banks to be able to handle transactions. Need to have consumer profiles and background information to utilize advertising models to know which areas and people to market for. Ways to do this: background profiles of each customer, website logins, consistent email contact,

Information about supply chain management, Inventory, inbound/outbound logistics, information on demand to prepare for supply and a plan for a certain level of services, capacity, labour, etc... to be able to cater to the needs of our suppliers because they also make up a part of our revenue and customer base in a sense

Improving Operations for a Competitive Advantage: We want to look at streamlining our operations so that we can automate and improve our internal processes. We want flexible, real time information so that we can constantly be up to date and and be a step ahead of competition, meeting our customers needs.

Operational CRM: To get leads for home suppliers as well as buyers we will use operational CRM. At VanRealty we are focused on building strong relationships with our clients. We want to enhance the customer experience. What is unique to real estate industry? Selling and buying houses is often an infrequent even for individuals, so we are constantly looking for leads on for new clients. → Sales and Operational CRM monitor results of marketing plans, track prospects, evaluate potential leads, complete sales, etc. - opportunity management CRM systems target sales opportunities by finding new customers or companies for future sales We also want to serve existing customers with excellence we are also relying on word of mouth, a good reputation for efficiency and being very in tune with the customers needs → Marketing and Operational CRM: Gather and analyze the right data and increase customer satisfaction: -List generator: segment data for marketing campaigns -Campaign management (marketing and advertising): planning, scheduling, segmentation and success analysis -Cross-selling and upselling houses: CRM systems identify opportunities for cross selling and upselling marketing campaigns

Customer needs: Create a customer profile in our website (customers would be recommended to make an account when viewing our listings and put in their preferences on what kind of house they are looking for). Not likely, but possible, that there would be frequent customers (like customers who at first bought just an apartment would now want a townhouse due to an increase in wage). The company can then check buyer tendencies from their profiles. Ie. For buyers, Include data like household income.

Value proposition: Use Information technology to maximize the efficiency of VanRealty’s internal operations that will assist clients in decision making while providing the ideal and optimal customer service experience.

Information to train our employees: intensive training programs to train employees in topics of negotiation power, customer service & value, knowing background information, complementary services to property (furniture, maintenance, etc..)

What information does the company need in order to fulfill the value proposition and revenue model? How do you create it?

Group 105

Good-: Good, you covered most of the information that a company like Good Foods will expect to collect. You could also think about additional information to collect, such as how different locations of stores are doing. Also, Good Foods might want to educate customers on healthy shopping, so you could find out how knowledgeable your customers are and cater to them individually.

Information we need

Product's in inventory., When we run out and when products are about to expire.

What needs to be restocked and how often (what's popular).

Payment preference.

How frequent people come to shop.

tracking supplies/inventory and whether or not suppliers can meet demands., information of suppliers to figure out how they supply. (understanding their system of supply.)

We need this information to ensure our inventory needs match or customer needs b/c this allows us to provide the highest quality products at a competitive price. The right product at the right time at the right price.

As a result, our overall product waste is lower.

How we get this information.

POS moniters/system

Internal database. (e.g. find out what we are selling the most of and when.), queries relating to what products are being sold at what time. e.g. someone buys more tomatoes on sunday afternoon b/c of big italian dinners.)

setting up loyalty cards to track customer purchases.

Good Foods Canada

Group 106 - DataMed Clinic

Good-: Good, you noted a lot of important information and data that a medical clinic should collect. The next step is perhaps focusing on what kind of information system will help collect this information. For example, you can use a Decision Support System to predict the number of patients based on past data, or you could use a Customer Relationship Management system to store customer data.

Value Proposition: To provide quality customer service and educated patients with health issues.

Develop system to predict the amount of patient visits for a certain period of time, e.g. seasonal staffing, This will reduce operational costs so that the clinic will be more efficient

Increase knowledge of potential suppliers to decrease costs while ensuring high quality

Analyze the demographics (age, family heritable medical problems, exercise, food choices..etc) of patients, When we understand the primary needs of our customers we can cater to their needs by hiring specialists on common medical issues, By understanding more about a patient and his/her health, prevention of potential diseases in the future could be prevented as well, e.g. cultural differences and age differences, This will also help with educating patients of different demographics with their health issues and what measures they can take to ensure good health, This can be done by a survey to be completed by the patient before a more thorough body checkup by hospital staff

Create database of patients: find past information of customers (visit date, diagnosed medical problems, total visits, heritability of diseases in family gene...etc), Appointments for annual/bi-annual body checkups could be initiated from collected data by clinic staff instead of the patients coming in only when they have a problem., Increase customer satisfaction (feel like someone is looking out for them) and patients live longer and would increase revenue in the long run., Patients will be more inclined to be loyal to DataMed and recommend our service to their friends, family or co-workers. By primarily using word of mouth advertising, advertising could be kept to a minimum, lowering company costs.

Partner up with pharmacies to eliminate inconveniences for the patients, Patients no longer have to take their prescription to other drug stores, Facilitate communication with the partnered pharmacies so DataMed can track all the patients who buy from the pharmacies, what they buy and when they buy.

Group 107

Weak: The information you suggested to collect is a given - it would be similar to saying that police officers needs to find out who the criminals are. What kind of information would a company that helps with hiring needs? For example, you could take a look at trends on the type of skills that are in demand, or what kind of experience a company is usually looking for. You could also take a look at compensation trends, such as what does.

Value Proposition: To satisfy company needs by effectively matching skilled temporary employees with company clients. Information needed: 1) Employees looking for temporary jobs 2) Specific information from the companies on what they need in an employee 3) Personal and professional information of employees. We can get this information through surveying the businesses and employees. We can also retrieve this information by promising privacy standards and having an agreement on contract rules for violation of the privacy standards.

Group 116

Adequate - : Have u considered privacy issues? While I find it interesting that you want to start using preventative measures (counter intuitive), changing the company's services this much would require a huge corporate culture shift. From what I understand from these comments, it seems although you want to change the traditional clinic into a "integrated lifestyle health clinic. As I personally do not know whether these changes would work (regulatory problems, behavioral problems (people generally don't want to go to a clinic for fun), etc) I find your idea to be unique. I would go more into the types of data that you need though and how exactly would you use them to better customize your customers experiences.

Group 117

Weak +: For this part of the project, you should spend more time on focusing what exact types of data you need to collect. While i see that you have considered some applications of the data already, you still need to be aware of what kind of base you require. I think that your idea of integrating systems with companies that constantly need temp workers is one that you may want to expand on. Tell me more regarding on what kinds of data you would be sharing. Also, as your whole operations is based on matching abilities to requirements, you should spend more time figuring out how exactly you're going to find the multitude of information you require.

City Workforce

Revenue Model, Know how to effectively match employees with the exact needs of employers. We would find this information through having a comprehensive database., This way we always know what hard and soft skills employees have to better match them with companies who need support., Collaborate with companies who possess a workflow management system, so that with their ability to predict the future hiring needs of companies, we can better preempt and prepare to hire the best employees for the company., This information will help because it allows employees more time to find suitable candidates, and make sure the current staff that they have are not overworked if there are big projects / deadlines to meet., Our company generates revenue through companies who hire our employees. A large part of our customer satisfaction then is to provide workers that (1) match the exact needs of employers and (2) are quality workers who can easily blend into corporate settings.

Value Proposition, Understanding the skills of the employees and the needs of the company., A comprehensive awareness of the competitive landscape. This information will help to refine the value proposition and position City Workforce above its competitiors, thereby providing a more relevant offer to companies., Need information from employee skills which we can collect from profiling forms, and also the needs of employers, based on industry reports on the shifting HR needs of companies and also first hand discussion with the type of companies we supply workers to., City Workforce aims to be the purveyor of quality employees to companies in a timely and efficient manner.

Group 118

Weak: You're revenue model could be vastly improved with the use of IT (your current models are already used, except maybe the membership one... i'm not too sure how often people move things). Remember, your company is still using a paper based system, even if you have a gps tracking system, you still need the underlying infrastructure to handle the customers needs

Revenue Model

1. Put down deposit before service, pay in full after customers are satisfied with the service. 2. Incentive to pay within 30 days (eg 2% discount)

Create a membership service where members get a discount/priority servicing - this creates customer loyalty and a steady revenue stream

Pricing scheme: Flat rate (ex: of $90) and a variable portion based on time/distance/quantity/values of items moved

Value Proposition

Find the fastest way/route to deliver orders at a cost efficient way

Provide customers with precise GPS tracking

Provide the customer an option to choose a more specific ETA than somewhere in between 9-5.

Customizing our service to our customers while providing them with competitive pricing

Data/Tech needed: 1. GPS location of orders - real time updates 2. Requested time of deliveries 3. Where customers want their goods delivered 4. What type of goods customers want delivered 5. keeping track of previous information of how we dealt with previous deliveries 6. Mix of items moved by commercial/residential customers

Group 119

Group 120

Weak: Your transaction fee model and value proposition is commonly used in the industry already. Try to think of ways that you can use IT to make your company better. Also go into more detail on what specific data you need to do what you want to do. Go into more detail and try to find a way to use IT to differentiate yourself.

Transaction fee model

We will charge our customers(companies who are looking for temporary employees) once they found their potential match, so that they will have the incentive to cooperate with us.

The reason we don't want to charge the applicants is that we want to build the most extensive data base in the industry, and the only way to entice a large pool of applicants is by providing top notch job offers and also free entry.

Value Proposition: "To provide companies with quality temporary employees while sustaining the efficiency of their business."

Required Information: Employee contact information, emplyee resume, skills, past experience, job preference, qualifications, interests

The key to fulfilling our value proposition is providing temporary employees that would actually want to work at a given company as a career. In order to do this, we require crucial information such as past experience, qualifications, interests, and prominent skills necessary to succeed in our customers' workplaces.

Group 115 - VanRealty

Adequate -: The ideas that you put forth in the value proposition and revenue model would work if you had a large capital base and a large workforce that is needed to develop and apply so many different systems at once. For your value proposition, I want you to go more in depth regarding what kinds of data you need and how to get them. You seem to have skipped a step by already suggesting the use of a CRM to cater to individuals needs; but without the underlying types of data that it needs, a CRM could become a waste of money. Also, you may want to look into laws regarding realtors and mortgage brokers partnering. Also, how would you approach a bank and get them to share their financial data. Remember, you're still a small company. Due to real world monetary and work constraints, I suggest you go more in depth regarding your core business,and how can you differentiate yourself from the other larger realtors by using ______ data.

Revenue Model

Transaction Fee Model, We need to know who bought and sold a house, the realtor associated with the transaction (for sales commission), Want to know about property inspections, past history of house, zoning regulation of property, Want to know real and nominal house prices in the Vancouver market; greatest consumers of properties in Vancouver (whether it be immigrants, retired folks, etc.)

Affiliate Revenue Model, We need to know about local banks, mortgage brokers, and insurance brokers in the community. We can then form partnerships with these affiliates and provide a more streamlined service for the consumer (better facilitation of the post purchase process with loans, home insurance, mortgages), Current interest rates, Insurance premiums, Collateral to secure mortgage

Advertising Revenue Model, To satisfy the advertising revenue model, we need to know what kind of goods/services are complements to a property purchase. Offering ads of complement goods/services can allow us to streamline the property purchasing process and help us act as a one-stop shop. (Customers can get links to supplies/stores from our website and don't have to go looking on their own), Moving supplies, Home improvement supplies, Furniture/home furnishing stores

Value Proposition-Buying and selling property with the least hassle by providing customers with tailored realty services meeting the customer’s needs and time constraints.

Using the data obtained by our data systems we can effectively use the personal data obtained from consumers to meet the time constraints of our customers- creating a hassle free process.

We can collect data from our website on activity by customers (who hold accounts). We can use this information to tailor our services to each individual customer., Analytical CRM can analyze the data we obtain from the account activity of different users to recommend properties that will interest these account holders, based on their activity. (send properties of potential interest via email or phone). This ties in to our value proposition of tailoring our services to each individual customer, Customize the experience of the customers using their previous real estate history information, as well as information on their needs, preferences and location. (can collect this data from one on one meetings with buyers and agents

Comprehensive database search tool to tailor our recommendations to each individual customers needs and wants. This tool would allow our company to search the major property databases by size, price, location and other important metrics important to our clients

Also can assist sellers in determining a reasonable selling price based on similar properties selling prices, similar trends and economic environment., This allows us to speed up the process with the seller, by preventing time being lost with irrational selling prices. Assisting us in our value proposition of meeting time constraints, data can be collected from a database (i.e. MLS listings) to help us determine reasonable prices for properties.

Group 114

Weak: An updated more detailed version of the value proposition should be made. Prescriptions are generally done through pharmacists, so you should focus on the actual care that datamed would provide. What is "the institution" While I understand that you plan to cater to your customers better by predicting future demand, your current selection of data and the respective uses of them fails to address the key issues that face the company and its regulatory environment.


To ensure DataMed fulfills its value proposition we need to have customer data base of what each specific customers needs are and will likely be in the future.This will help us maximize revenue in our current model because it will positions us as a more efficient alternative to public hospitals and clinics. Data such as current prescriptions and chronic diseases updating in real time will allows us to meet customer needs and properly care for reoccurring prescriptions for chronic diseases., Create information system that allows us to predict future needs of patients which can be shared with suppliers to ensure we are able to provide our customers with quality care.

Working together with Public health care facilities to address regional issuse efficently such as outbreaks of certain diseases.

Advertisement campaign that will increase public awareness of our company

Having sufficient information regarding the available resources of the institution would help us know better about what we need in the future in terms of helping other patients. This in return would help us be better prepared to help the patients.

A good feedback system is also needed to identify the problems in clinic services so that DataMed can have a better understanding towards what can be improved. This is critical because word-of-mouth is an important factor for potential customers to take into consideration.

Group 112

Weak: Perhpas a better understanding on what a database is and its capabilities is neccesary. How would tracking trucks and customers will help your value proposition and revenue model. A clearer understanding of the neccesary information and benefits from it is required.


Customer information: scheduling information (to know when, where), We are going to use data bases to get customer information, ask them to fill out forms. We can also do free quotations online so that we can gain further access into their profiles.

Tracking Information: which employees are doing what job, and where they are, Use tracking devices such as a GPS, and a data base system that gives us information regarding the location of the truck, the movers, and the drivers that are on the job.

Market demand for the service: how often people move, and which area people are moving from and to, Market surveys or government sources, this will help us evaluate the supply and demand of the industry and which area along with demographics to focus on more.

Suppliers: boxes, trucks, cleaning equipments, and partnerships with realty companies, Use a database to keep a record of relevant and potential suppliers. (Who is supplying what and at what price, example: if a truck breaks down which garage should we take it to in order for it to get repaired) We would need this information on order still get our business going even when something goes wrong.

Try to find out customer complaints about companies in the moving industry, what they are doing wrong, things that they can improve on. Basically just try to learn from their mistakes and try not to repeat the same mistake., Tap into online forums such as the BBB, or posts regarding customer complaints. This will help us provide better customer service.

Competitors, we need information about our competitors, how much they are charging and what extra services they are offering.

Group 111

Weak: The value proposition itself is quite ordinary and you don't specify what exact types of information would allow your system to provide an additional value to your customers. Find a way to differentiate yourself, whether by a unique strategy, or through the types of data gathered

City Workforce

To find the appropriate employee who can fulfill our clients needs, we need to know skills/experience/qualifications of the employees, as well as the requirements of the job that our client is trying to fill. We also need an information system that effectively analyzes individuals and their skills to enable an efficient match between a suitable employee and a given position., Additionally, we should create valuation forms for both the employer and the employee which allows both parties to describe their experience and make suggestions for future improvements both in our operations and our future recommendations of employees., We should also have our clients give us a description of their work environment so that we can match employees not only based on skills, but also on personality.

Revenue Model: to satisfy the transaction revenue model we need develop a profitable relationship with our clients. To do this we must gain feedback from our clients about the performance of the employees we have connected them with. This will enhance our ability to match our clients with new employees for their future openings, which will in turn increase our revenue. by maintaing these relationships in an effective manner this will further increase our revenue via client referrals.

We need to research and find industries with high growth and turnover, who will need more employees, so we can continue to grow our cliental and maximize business transactions.

Value Proposition: We have a strong understanding of the skills and qualifications of prospective employees and of the specific needs and goals of our clients. This allows us to efficiently connect our clients with individuals who are specifically tailored to their needs, which in turn helps them to achieve their business objectives.

Group 108

Adequate-: The information you collect is good, however the method in which you collect it can be improved. Using an online website is a very common project in COMM 391, but in reality is not a very useful IT system for a company. Some issues the online forum will face is the lack of users, the IT support you will need to provide for your customer, and the cost of implementing it with the stores. Something more effective could be something like a POS or inventory tracking.

Value Proposition: To provide our customers with quality organic foods and the knowledge of the health benefits that come with it, at reasonable prices.

Information Required: Transportation Logistics; to keep track of and predict the speed of which goods are delivered to our stores and our cutomers; Efficiency of transportation. -Two systems to keep track of; The rate of which goods are delivered to our stores and the delivery times of our own delivery service to customers. -inventory levels We need to know which products are selling out to predict which shelves need to be stocked at different. -How much of a product is being sold -Which products sell out the most The majority of our sales deal with returning customers, so we need to know their purchase history in order to fill our shelves with the right goods at the right time. -Purchase history of frequent customers; this can be directly linked to their accounts on our online service. -"Favorite" products amongst returning customers -Payment preference and mode of purchase; online or in person? -Data for purchase frequency, volume of purchases for individual customers

To accommodate our value proposition we wish to create an online forum in which customers may collaborate and share recipes/health tips/enthusiasm about organic foods, Our revenue model stems ties in with this "forum" by offering an online shop which makes it easy for consumers to order our goods online (through a reserve/delivery system), easily accessible and directly linked to individual recipes.

Group 109

Adequate+: I like the value proposition of differentiation, as you noted the moving industry is quite similar in all aspects. Another value proposition you could use is low price - since cost is probably the biggest differentiation. The different languages value proposition is good, but may also be a challenge since you would need to compose surveys in different languages. Also, you focused a lot on collecting customer information, but some information you could collect is information about your own trucks and logistics - for example, GPS trackers on trucks to estimate time.


Value Proposition, Because there is easy entry into the moving industry and high threat of rivalry and substitution, our value proposition is to attract customers through differentiation. THis can be achieved by creating a more personalized customer experience. For example, since we want to target new immigrants, we could potentially provide multiple language services to our customers to build that communication connection between customers and the company., Info needed: to fulfill our value proposition, we need to understand what our customers re looking for in a moving company. For example, what was missing from their previous experiences with moving companies? We need to recognize and address customer needs and behaviours., How to create it: to derive the information we need, we need to start by directly asking the customers what they want and need through customer surveys, reviews, and feedback. As well, research needs to be done on the ethnicities of immigrants in our particular area and the languages spoken.

Revenue Model, Our firm's method of generating profits is based on the sales revenue model - deriving revenue by selling our service to customers. As mentioned in the mindmap for Phase 2, this is based largely on the 'operations' step of the value chain - scheduling and managing movers and trucks and delivering our service to customers on time. As well, we are targeting students and immigrants., Info needed: to be successful in generating profits, our company needs to be able to gauge customer demand at specific times throughout the year. For example, useful information would be the average inflow and outflow of students and immigrants for each month of the year. Because our service is partially dependent on seasonal trends, we would also need to know in which months the peak season occurs and when the off-season occurs., How to create it: to find this information, we simply need to research the inflow/outflow of students and immigrants. This can be done through partnering with immigration agencies. As well, perhaps we could partner with university residencies to provide discounts to students.

Group 110

Weak+: Firstly, I would suggest breaking up your mindmap a bit so that it's more structured. This will also help in your presentations. The information you collect is good on the customer end, but you may be missing a lot of information about the trucks itself: for instance different routes that you can take to make your shipping more efficient, GPS trackers to detect downtime etc. Also, in terms of pricing, keeping track of competitor pricing is important, but the main aspect that influences pricing is your operational efficiency. If you want to have a low cost structure, taking a look at the logistical process is important.

MoveIt is a start-up moving firm that specializes in providing third-party movers’ logistics for moving personal properties. Currently, MoveIt is situated in Vancouver, BC, where its main objective is to provide its target market - new immigrants and students – a worry free and easy as possible premium moving experience within the shortest duration. To fulfill our value proposition of a personable moving experience, MoveIt would require detailed information about the values of their target market. Because Vancouver is a diverse city, filled with many immigrants and students, it would be beneficial for the company to know high demand periods and locations, organizations that it’s clients are afflicted with (universities, airlines, etc), and the resources they require (storage, fleets, shipping). Additionally, the company can make itself more accessible to immigrants by making payment transaction easier because they may not have a locally issued credit card.

Also, it is imperative to be cognizant of our competitor's pricing. This will allow us to price competitively. We have a sales revenue model, and therefore it's important to obtain a competitive advantage if at all possible through our pricing. Additional information: Data - Customer ID, fleet ID, Region ID, moving times and dates, service free, gas prices

Group 104

Weak+: It's good that you noted that client information is important, but you should elaborate on how this information will be useful. Since your focus is on accurate analysis, the client information might not be as useful for that. Also, you will need to elaborate on how the IT system will be useful - what kind of data will it collect, and what kind of reports will it generate?


Value Proposition: Assist our clients with excellent investment advise through accurate analysis, Full information on client's financial background and expectation. Information on the capital market and historical data and past investments. These information will enhance our ability to better serve and carter to our individual clients expectations. In additional, it will improve our 360 degree customer service and build strong customer relationships. Increased competitive advantage will prevent new entries and threats in the market., Vanalyst's ability to generate revenue relies directly on the commission it makes from investment transactions. Therefore, it relies heavily on the information it obtains in the capital market and customer background. A strong IT system will not only assist in achieving this goal but also enhance efficiency., We need a system that has instant updates on capital market, historical data on the capital market, past information on client's investments and individual accounts for each client base on their financial background.

Group 103 - Good Foods Canada

Good+: I like how you structured the mindmap, it's very easy to interpret this information. Hopefully you keep it up for the presentation as well! As to the information you need to collect, the logistical information is very important and I'm glad you noted them. Perhaps the next step you can take is to identify what information system will be useful to collect this logistical data - for instance, inventory management systems.

Supplier information Information Needs: what are the substitutes to certain suppliers? Data: how often he delivers, what they deliver to us, How it relates to value proposition: Suppliers are important to bring quality products to customers. How to obtain the data Ask suppliers to fill out a profile prior to doing business with them Shipment checklist: employee will complete. will have information on what came in, shelf life, quality

Customer preferences Information Needs: whether customers will likely buy from our company Data: age, gender, life cycle stage, ethnicity, occupation, % of wallet , dietary restrictions, allergies of our customers, health concerns they might have How it relates to value proposition: Cater to individual customers as much as possible to increase switching costs How to obtain the data Loyalty program, use of our website, customer feedback forms, sales associate experience with customers

Inventory needs Information Needs: what we have in the store at the moment Data: what product, from what supplier, shelf life, date received the shipment, shelving date, quantity left, sales, turnover rate, when items should be discounted, price How it relates to value proposition: organic food = healthy food = fresh food. Want customer loyalty, can’t sell them bad products How to obtain the data Complete database when product reaches our store, integrated with POS system and entered when being shelved

Transportation and Logistics information Information Needs: where are product is in the delivery and when we’re going to get it, if any accidents have occured Data: expected time of arrival How it relates to value proposition: timely and fresh products (similar to inventory needs) How to obtain the data Continuous interaction with suppliers

Products information Information Needs: nutrition information, shelf life, how well each product sells, seasonality of produce Data: unit price, selling information, where the food is from How it relates to value proposition: better serve our customers in relation to their personal health and lifestyle needs, quality assurance important to maintain loyalty How to obtain the data Nutrition information from suppliers, Canada Health Agency, sales analysis information, lab test information Customer feedback on food quality

Group 102

Weak: It's good that you identified that the diverse customer base will require training and catering to the customers from the agents of the company. However, I'm a bit skeptical about having the agent information online. From the sounds of it, it will be a huge privacy risk, and it will cause the agents to be chosen based on perceived skills rather than having the company allocate them based on their actual expertise. The online chat will also require the agents to be online all the time, which would not be a good use of their time. For the lack of a better example, this has more of the aura of a dating website rather than a realty office.


Value Proposition: Connect with buyers and sellers in a timely manner on a personal level.

Data needed to increase negotiation power. Provide when it is the best time to sell in what regions. Use it to enhance negotiation power for buyers and sellers. In essence, help buyers attain a good bargaining price. According to statistics, buyers expect their realtors to provide them with the best negotiated price.

Revenue Model: Our revenue model is sales based (mainly based on commission). Since a lot of customers are foreigners so we want to create a diversified team of realtors to accommodate to their cultural needs. The data we need would be the demographics of the people buying and selling in order to provide the optimal level of consumer service.

Data needed to build a personal relationship between realtors and customers: Data for each realtor (ie. gender, years of experience, language, areas of expertise) will be available on the company website for customers to find a realtor to their preference. An online chat service will also be made available. Therefore, customers can find their perfect realtor candidate by filtering fields according to their needs/preferences. Also on the company website, a database will be needed where it comprises of all the prices demanded by buyers and sellers so customers can input their price offer and be able to find a matching buyer or seller.

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