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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

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

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

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

Online Sale Abilities-Make easy interactions and sales with customers

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

Information on the clients' demographics, needs and realistic desires

Information on mortgages and information on helping buyers find the right 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

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.


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

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.

How we get this information.

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.

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

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

Value Proposition

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

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

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

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.

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.


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.


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

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.

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.


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.

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?


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.


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