POTENTIAL RISKS
FUTURE EXPANSION
Potential risks and ways to overcome them
Future plans for The Active App
Other activewear brands launching their own app with similar features:
Country expansion:
To ensure that all features on The Active App are kept to the highest standard and providing the customers with the best service to make sure that users will not be drawn
to competitors. To constantly assess the app and ensure it remains competitive in the
marketplace, and design new features to keep the consumer interested.
If the app is a success around London and it appears that users from around the country are eager to join the blogger meet ups and virtual run then 12 months of bloggers will extend to other cities around the country as well as more virtual runs put on
around the year in different locations.
Competitors launching apps with lower price points:
International expansion:
The Active App will always keep their prices the same for any particular feature, to
ensure that consumer are not drawn into any competitor rivalry, and to continue marketing the features with their costs and making it apparent that they are getting value
for money.
Although the brands that Active in Style stock are all international, the app is unique
with a variety of features that their competitors do not have, therefore international
expansion will be considered if interest from different countries is shown.
The virtual run feature software crashing on day of an event:
More workout meet ups:
If this problem was to occur, the part time me mber of staff will always be on call on
event days to cover any emergencies, this member of staff will be trained to fix any
system errors that could potentially arise.
Although there will be 24 workout meet ups during the year with the bloggers, if
women are interested in more meet ups (especially through spring and summer) then
workouts will be set up on a weekly basis in the second year of trading.
A blogger becomes unavailable for their chosen month:
Expanding the apps features:
If this problem was to arise at short notice. the full time member of staff will have to arrange an alternative blogger booked in at a later month to step in. If all bloggers have
prior engagements, staff would have to contact other health and fitness bloggers that
are listed as substitutes. If users are disappointed with the cancellation of this blogger,
there will be a special live streaming session and workout meet up for users to access
and sign up for at a later date.
Although the app currently has a number of features, The Active app propose to launch
another series of features after a year of being on the market.
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