www.iwifi.com.au
BUSINESS
PLAN
Chung, Caroline
Kaplan, David
Huang, Chia-I
E l k u n c h w a r, R a n j e e t
Kemmann, Urs
Ya n g , Ya n
Copyright 2008 www.iwifi.com.au All Rights Reserved

TABLE OF CONTENTS
1. The iWiFi Vision 1
2. Where We Are Now 3
Phase 1: Working Prototype 3
3. Proposed Installation 4
4. Where We Want To Go 5
Phase 2: Build Online Community 5
Phase 3: Increased Advertising Support & Break Even 8
Phase 4: Expansion to Multiple Areas 10
5. Marketing 12
6. Human Resource Management 14
7. The iWiFi Team 15
8. References 18

ABOUT THIS DOCUMENT
T his document is prepared for potential iWiFi stakeholders. We aim to share our
goals and vision for the future development of iWiFi as a wireless hotspot provider
and location based portal.
The first part of this document outlines our project vision. This includes goals, Unique
Selling Point (USP), target audience, and a summary of the project’s potential. The
next section explains the current state of the project, referring particularly to technical
achievements and the realisation of the content strategy.
The purpose of this proposal is to show how the project will proceed and grow, the
upcoming project phases are explained comprehensively. In this context, technical
developments such as hardware setup and new features for the iWiFi portal, as well
as advertising strategy and expansion objectives are explained. Lastly, the marketing
strategy is outlined.

THE iWiFi VISION 1
Goals
Provide the freedom to browse the web in an outdoor environment
Create a sense of connectedness to the surrounding environment and community
Allow people to feel empowered that they can access information when and wherever they are
Increase understanding & awareness of WiFi and its potential uses
Embrace the Australian public to enjoy a truly wireless mobile experience
Unique Selling Points (USP)
WiFi networks where the user is not confined to a building or shop
Offering tailored experiences to travelers & local residents
Providing real-time information about the area of iWiFi hotspots
Creating a unique community of potential customers for advertisers
Project Potential
i WiFi launched in mid 2008 as a wireless internet hotspot provider, location based portal and community media proj-
ect, brought to you by the people who believe Sydney needs more free WiFi hotspots. It’s all about providing a great
service and relevant information - whether you are looking for something to do, a place to eat and drink or local infor-
mation about where you are.
Users come to iWiFi for the content and to the network with like minded individuals - to explore, interact, connect and
contribute. iWiFi is regularly used as a reference by local and international visitors. Our users are heavily engaged with
the community through their contributions of photos, messages and videos
With more functionalities on the site iWiFi hopes to increase the number of subscribers per week, unique page views
per month, and be able to launch across several locations in Australia and globally. The types of destinations iWiFi tar-
gets are popular leisure locations which are visited frequently by people who are not familiar with the location.

THE iWiFi VISION 2
Target Audience
Primary
A ged 18 - 54 years old, internet literate who own a portable WiFi compatible device (ie. mobile phone , iPod
Touch) or a laptop to connect to our service.
They want the freedom to connect to the internet when they want, wherever they are because this makes
them feel empowered. The user understands that, to be able to use the service for free, they have to accept
some form of advertising to support the service.
Reasons for using our service
Feeling frustrated over their existing method for accessing the internet
Being unsatisfied with the number of locations and cost of WiFi in Sydney
Having detected the signal and decide to browse the web to take advantage of the free service
Secondary
P otential advertisers - local business owners within a 5km radius of the iWiFi hotspot or larger companies
wanting to be associated with providing WiFi to the community.
Advertisers view iWiFi as a great opportunity to advertise to people who are within the geographic proximity
of their shop, and realize its potential for attracting new and existing customers to their business.

WHERE WE ARE NOW 3
Phase 1: Working Prototype
A lthough iWiFi has big plans for the future, we had to start some-
where. The first part of our project was all about making sure
this would be a concept that the technology would work and be of
connection and a couple of small signal-boosting antennae. With the
cooperation of the Waverley Council and the Bondi lifeguards, we as-
sembled our makeshift prototype and - for one day - had a free WiFi
use to the target audience in the envrionment we had selected. network up and running on Bondi Beach. As a proof of concept, it was
a success. And given the low maintenance cost of a full mesh WiFi
In the first phase of our development, we spent a significant network, covering the main areas of Bondi Beach is certainly a realistic
amount of time researching the potential user base of a WiFi endeavor.
hotspot on Bondi Beach and designing an information architec-
ture that would deliver the content users would be interested in.
We developed a website that would be both informative and fun
to use, while also providing content sections where local advertis-
ers could be featured. And with WiFi-enabled mobile phones be-
ing one of the most rapidly growing and sought after markets, we
created a mobile-optimised version of our site, so that anyone can
access iWiFi when they are in the Wi-Fi hotspot.
An ongoing consideration in our development was our vision for
the future, this meant creating an infrastructure that would lend it-
self to expanding the iWiFi concept to more locations. We built our
user database so that users would have one login across the entire
iWiFi network, including mobile sites. We developed the sites with
reusable modules and themes, so that creating a full web portal
for a new location would require minimal configuration. As a start
towards our goal of building a community within our hotspot lo-
cations, we created a simple and intuitive message board, which
allows users to interact, communicate and socialize.
After going live with the website, we headed to Bondi Beach armed
with WiFi devices, a simple Linksys router, an Unwired broadband

PROPOSED INSTALLATION 4
E xtending the network technology utilized to implement the prototype, iWiFi plans to deploy more so-
phisticated hardware for full-featured iWiFi hotspots. An important component of this concept is the
RFTechnics RFT-LINK. This is a robust outdoor 802.11g compliant wireless router that is ideal for large WiFi RFT-LINK combines excellent
networks. It is easy to configure and operates as a high performance outdoor access point. radio technology, feature rich
firmware with state of the art
RFT-LINK includes a weather-protected Ethernet port and a special connection for use with an optional ex- antenna technology making
ternal antenna. Furthermore, additional external antenna units can be integrated wirelessly. These antennas
replicate and strengthen the signal for increased network coverage.
a compelling solution ready
to go straight from the box.
This enables flexibility for the planning and setup of large area networks. In addition to that, it opens up a (RFTechnics Ltd 2008, para. 3)
new business opportunity, as restaurants, cafes, and bars in the reach of the router can purchase antennas
to replicate and strengthen the signal for their specific locality.
RFT-LINK runs the Sputnik Agent so that it works with Sputnik Control Center or SputnikNet. These software
tools are adjustable to conform to local regulatory requirements and allow for advanced user and band-
width management. Features include centralized remote management, flexible authentication, and usage
tracking.
Bondi Installation
Install broadband DSL line in lifeguard tower with cooperation of Waverley Council
Mount RFT-LINK and antennas on tower
Get 5-6 cooperative local businesses to install repeater units
Provide Bondi Beach with free WiFi!

WHERE WE WANT TO GO 5
Phase 2: Build Online Community
Develop functions to facilitate an online community
O ne aspect of the iWiFi concept is to not only to bring WiFi connectivity to an area, but to also build an on-
line community. We want our users to feel that by connecting to the hotspot they are also connecting
to a community where they can share their thoughts and opinions, and where they can interact and make
Good user interface de-
sign is a matter of assur-
new friends. Because a large portion of our users will be visitors and travellers, we want to provide a means ing that all the tools and
for them to interact with each other and feel welcome even when they’re somewhere new.
materials needed by the
Categorized messages user are found on the user
interface.
T he messageboard will be expanded to include different categories, to give users the ability to search for
and post specific messages. For example, categories might be introduced for buying and selling items,
ride share, events, accommodation or general discussion postings like a local area classifieds.
(Constantine 2002, section Content
Modeling)

WHERE WE WANT TO GO 6
Commenting on content
P roviding information on local news, events and images, the iWiFi portal is an ideal platform for people
to exchange their interests and views. A system for commenting on content can connect users by giv-
ing them the ability to critique and review information, and to engage in discussions. This might include
the ability to give ratings to image galleries, or to add comments to a news article that a user finds par- As far as the user is con-
ticularly interesting.
cerned, the interface is the
User-to-user communication program and nothing mat-
ters more than that.
(Philipson 2006, p. 34)
U sers will be given the ability to send personal messages to one another, by clicking on their user pro-
file or finding their username on a messageboard or comment posting. This will provide users the
ability to extend their discussions and interactions to a more personal level, which also gives users a more
compelling reason to return to the iWiFi site to follow-up on these interactions.
“See who’s online” feature
T his feature adds to the feeling of connectivitiy associated with our service. It enables users to see
which other people are using the hotspot. This information can be based on the user name associated
to a login or on the name attached to the mobile device used to access iWiFi. In addition to seeing other
people in the area, users are able to interact with other connected parties by clicking their name in the
status box.
Collect more user data
W hen users register for an iWiFi account, they will be given the option to include more personalised
information, such as age, gender, hobbies and interests. This data could be used to allow users to
connect with other like-minded and similar individuals, but it will also allow us to present them with more
contextually relevant content. For example, someone who indicates a preference for surfing would see
featured stories and advertisements relating to surf reports and surf hire.

WHERE WE WANT TO GO 7
Restaurant reviewing system
T he restaurant reviewing system enables users to add reviews to a restaurant they have visited. This
includes entering comments, submitting a rating, and uploading photos. By adding comments and
photos, users have the chance to read reviews of other people’s favourites and recommendations, and
share these places with others who haven’t been there before. For example, they could write about every The 0123 rule is used to
restaurant they visited, respond to what others have said and be a part of the iWiFi online community. translate web design into
Moreover, users can rate restaurants according to their quality, price, service, and ambience, which will mobile: 0 change to user
motivate their involvement and provide business owners with authentic feedback from real customers. experience, 1 login, 2 sec-
onds response time, 3 clicks
(Wilson 2008 pers. comm.)

WHERE WE WANT TO GO 8
Phase 3: Increase Advertising Support & Break Even
Attract paying advertisers
T he primary objective of this phase is to reach the point where advertising income pays for further
development and maintenance of hotspots and portals. Attracting paying advertisers that operate in
industries associated with our concept is essential to reach the break even point. In particular we intend
to establish business relationships and cooperations with established players in the market such as Fring,
Context is king
(Moll 2007 p.22)
Skype, Google Maps, Facebook, and Youtube.
Contextual content and advertising
T his strategy includes providing more contextual content for advertising partners. Apart from advertise-
ments that target the general user group of the site, user advertisements and content are customised
for individual users. Using the comprehensive user database that has been established up to this stage,
we plan to place ads that depend on a user’s previous interaction with our site. For example, a user that
has posted on our message board about trips around Australia is presented with advertisements of tour
organisers. Similarly, a user with a strong focus on the events section is provided with useful advertise-
ments about upcoming events, related articles or music downloads.
Viral marketing
O ffering a service for a diverse and rapidly changing audience, our marketing depends on a high pass-
along rate from person to person. In order to achieve a quick overall growth, viral marketing plays an
important role. Therefore, the iWiFi portal will facilitate and encourage people to pass along our market-
ing message. This will incorporate simple technical features such as prompting new subscribers to invite
their friends, as well as continuously adapting and improving our service according to new requirements
to facilitate word-of-mouth advertising.

WHERE WE WANT TO GO 9
More external content providers
I n order to keep the site up to date and deliver a rich user experience, iWiFi plans to contract exter-
nal content providers. Potential sections for these contributions are Eat & Drink, What’s On, Local
Info, and Local Profiles. The content is entered via our content management system, for which we will
provide instructions and training. In addition to that, all user generated content is moderated by des-
ignated iWiFi team members. This will prevent misuse of the dynamic site features for spamming and A detailed description of
other violations of our usage policy, and ensure a more satisfying user experience. time and space is impor-
tant to understand the en-
More dynamic content
vironment in which a tool
or system will be used and
W ith the aim of expanding upon the existing dynamic and user generated content, iWiFi intends to
introduce a video section to the iWiFi portal. This section will contain both videos uploaded from
visitors and those featured by the iWiFi team. Videos can be uploaded into different categories, fitting
the other artefacts and ac-
tivities with which it must
into the aforementioned commenting and rating system.
fit.
(Gruen et al. 2002, p. 505)

WHERE WE WANT TO GO 10
Phase 4: Expansion to Multiple Areas
I n phase four, iWiFi plans to spread free WiFi to various suburbs. The challenges and opportunities created during this process are outlined in this
section.
Content Management
W ith every new suburb added to the network, we aim to create a dedicated local team, led by a webmaster and content manager. The basic
web and mobile site framework remains similar across the suburbs to ensure a consistent user experience. However, each suburb will have a
distinct identity of its own, which will reflect the lifestyle of the suburb itself.
Potential advertisers
O wing to the topography of the suburb and the desired coverage area of the hotspot, a mesh network can be created to provide a reliable
iWiFi network. iWiFi provides the expertise needed to deploy the network. Local businesses who assist in the deployment of the network will
receive prominent advertisements in return. For example, installing a repeater or providing facilities for an additional broadband connection will
strengthen the network and benefit both parties.
Creating awareness about the hotspot
iWiFi will explore new ways of spreading awareness about the hotspot amongst users in the geographical proximity. Users within the vicinity of
the hotspot will be informed via SMS or bluetooth alerts, prompting them to initiate the free usage. These services can be sponsored by local
businesses, allowing them to contextually target potential customers.

WHERE WE WANT TO GO 11
Enhancing user community
I n this phase of development, various other
forms of user generated content will be inte-
grated into the framework. Users will be able
to post reviews and recommendations about
By connecting members
cool things to do. They can enhance their pro- to a community, they are
files by adding photos, albums and nominat- more likely to return on a
ing favourite videos. Mobile users will be able regular basis. These repeat
to upload and update their profile pictures via visits help develop a strong
MMS. Even mobile video files can be uploaded.
By empowering the users, the iWiFi community
customer base, increase
will strengthen and evolve. sales, and thus strengthen
your organization.
User statistics would be available for municipal (Murphy 2008, para. 2)
councils and potential advertisers supporting
iWiFi. This will provide useful information for
planning events, urban development and as a
media platform for announcing targeted com-
munity messages. Due to the nature of the
iWiFi hotspot, advertisers will be able to receive
unique information about users within a spe-
cific suburb.

MARKETING 12
Our key marketing objectives for iWiFi Bondi
Drive awareness for the new and free Wi-Fi service on Bondi Beach
Consistently increase the number of users for the free service
Generate interest with potential businesses to advertise on the iWiFi network
To achieve these marketing objectives, we must spread the word about iWiFi as the new digital advertising
By ensuring that advertis-
platform for promoting local businesses and community announcements. As with most new media tech- ing content is relevant to
nologies, iWiFi needs support from the community to become a commercial and community reality. The the content the commu-
introduction of this new media platform to Bondi Beach will be of great interest to advertisers wanting to nity is generating (through
target this demographic, which is often fragmented by traditional media choice. iWiFi has the characteristics tools like contextual match-
of traditional broadcast media but has the traits of new age communication, with the ability to behavioural
and contextually target users through personal devices. ing), we’ve seen high ROI
for advertising partners for
Community support to drive awareness for the new and free service on Bondi Beach can be implemented branding and lead genera-
through the distribution of posters or leaflets in nearby cafes, information kiosks, hostels and residential mail tion campaigns.
boxes. Other suggested ways to promote the iWiFi service is through articles in the Wentworth Courier, live (Johnston 2008, para. 5)
reads on BondiFM and mobile billboards around Bondi. iWiFi could also be associated with local events such
as City to Surf, Sculpture by the Sea or Flickerfest to exponentially spread the word about this service. Specta-
tors and participants could share coverage of these events in their own personal way through usage of our
service. For example, a user could take a picture of themselves running to the finish line at City to Surf and
publish it online using our service.

MARKETING 13
To sustain user interest, iWiFi is committed to providing a reliable internet connection that is capable of
handling a high volume of users. The main strategies for increasing the number of users of our free service in-
clude: providing assistance and feedback through iWiFi community managers, encouraging the use of send-
to-friend feature on the iWiFi Portal and delivering a rich user experience. I think the surfers would def-
initely come on board. They
iWiFi will inform and educate local businesses to communicate the features, benefits and unique potential of can access the web and get
advertising on our platform. Businesses that get on board early will receive advertising benefits, which will the latest weather infor-
showcase the reach of our concept to other advertisers who may be unaware or unsure of this new advertis-
mation and track storms
ing medium.
as they move around (Mc-
Once the location of the hotspot is established and set up for public usage, iWiFi can start running these mar- Dermott, Bondi Beach Lifeguard
keting initiatives to drive awareness and usage, and generate interest with potential advertisers. 2008)

HUMAN RESOURCE MANAGEMENT 14
T he various roles and key responsibilities required to maintain and expand iWiFi to
multiple suburbs are outlined in this section.
Content Manager
A detailed description of time
Manage user generated content and space is important to un-
Source new content derstand the environment in
Integrate new content which a tool or system will be
Update existing content used and the other artefacts
Ensure consistency of information and activities with which it
Community Manager
must fit.
(Gruen et al. 2002, p. 505)
Moderate user generated content
Provide user feedback and assistance
IT Support
Monitor network usage and traffic
Ensure service availability
Maintain network security
Back-end and CMS Developer
Customize Drupal
Implement dynamic features
Marketing Manager
Find potential advertisers
Create new advertising opportunities
Seek longterm sponsorship
Market iWiFi the brand

CONTACT THE iWiFi TEAM 18
Urs - how do you
get a six pack?
Contact
iWiFi Headquarters
Room 27.13 Advertise with us: advertise.bondi@iwifi.com.au
UTS, 15 Broadway Support us: support.bondi@iwifi.com.au
Ultimo, NSW 2007 Australia

REFERENCES 19
Constantine, L. 2002, Rapid Abstract Prototyping, viewed 4 June 2007, <http://www.foruse.com/articles/abstractprototypes.htm>.
Doland, S. 2004, ‘Fostering Productive Collaboration between Designers and Egineers’, in Goto, K. & Cotler, E. 2004,
Web ReDesign: Workflow that Works, 2nd ed., Peachpit Press, Berkeley, pp. 252-253.
Gruen, D, Rauch, T. Redpath, S. & Ruettinger, S. 2002, ‘The use of stories in user experience design’, International Journal of HCI,
vol. 14, no. 3 & 4, Lawrence Erlbaum Associates, pp. 503-534.
Johnston, B. 2008, Online Community ROI and Revenue Techniques, viewed 12 June 2008, <http://www.onlinecommunityreport.com/>.
Lu, K. 2005, Interaction design principles for iTV, viewed 19 May 2007, <http://dm.lcc.gatech.edu/ms_projects/klu/lu_karyn_y_200505_mast.pdf>.
McDermott 2008, Interview, Personal communication, 7 May 2008, Sydney.
Moll, C. 2007, Mobile web fundamentals: A web standards approach to delivering content to mobile devices version 1.0,
viewed 10 May 2008, <www.mobilewebbook.com>.
Murphy, L. M. 2008, Benefits of Online Communities, viewed 10 June 2008,
<http://www.agorastudios.com/solutions/online-community/benefits-online-communities.php>.
Philipson, G. 2006, ‘New approach to old problem’, Sydney morning Herald, 13 February, p. 4.
RFTechnics Ltd 2008, Professional Outdoor Wireless Platform Point to Point Link (Backhaul) Access Point, viewed 12 June 2008,
<http://www.sputnik.com/docs/rft_link_ds.pdf>.
Wilson, J., 2008, In class conversation, Personal communication, 18th April 2008, Sydney.