CONTENTS
Executive Summary
Page 3
Concept
Page 5
Mission Statement
Page 6
USP & The product
Page 8
App development quote
Page 9
Active in Style
Page 11
The Market
Page 12
Key drivers
Page 18
The app features
Page 20
Quote
Page 32
The Active apps consumers
Page 34
The Active apps competitors
Page 40
Management
Page 57
Operations
Page 61
Marketing
Page 62
Risks and future growth
Page 65
Financial information
Page 68
References
Page 76
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EXECUTIVE SUMMARY
The Active App is a brand new app to be launched onto the market. It is
being developed for Active in Style; a UK based active wear company that
provides stylish and durable active wear for women from a variety of different brands around the world.
Launching in Spring 2017, The Active App will provide a platform for women
to come to for inspiration and motivation to fulfil their health and fitness
goals. A variety of different features have been designed to differentiate
this app to any other on the market. The App is being formed to make it
easier for women to become the person they are striving to be, whilst feeling comfortable as well as being part of a community of similar like people.
The Active App was perceived after in-depth primary and secondary research from a number of sources; realising that the health and fitness market as well as the app market were increasing, it became apparent this was
a great opportunity to design a new health and fitness app to bring women together.
The Active App will be designed along side the Active in Style team in their
offices. One full time member of staff, as well as two part time members of
staff will run the App. As the App becomes more popular it will be essential
to re-evaluate staffing.
The Active App is set to compliment Active in Style as a brand. Whilst offering the unique features of 12 months of bloggers, and the virtual run, this
will hopefully set the app aside from the competition. With the features the
app provides to inspire the users, there is the added opportunity to showcase the Active in Style brand, and promote the business. Both the business
and app are set to magnify one another by promoting the other and therefore increasing their presence in both market places.
Active in Style will fund the development of The Active app and will provide
all the essential components to ensure that the app is a success.
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