feasibility report

J.A.C.
Feasibility
Study
By: Josh Klabunde
11/12/2014
Contact: Phone: 614-595-9468 Email:
josh_klabunde@taylor.edu Address: 236
West Reade Ave. Upland Indiana, 46989

Feasibility Study Page 1
Table of Contents
Executive Summary......................................................................................................................... 3
Industry Analysis............................................................................................................................. 4
Industry Overview ..........................................................................................................................6
Market Positioning..........................................................................................................................6
Key Success Factors........................................................................................................................7
Technology Impact .........................................................................................................................7
Competitor Analysis ........................................................................................................................ 7
Key Competitors.............................................................................................................................7
Competitor Overview......................................................................................................................7
Market/Customer Analysis .............................................................................................................. 9
Market Characteristics and Trends ...................................................................................................9
Market Segmentation ......................................................................................................................9
Target-market Needs.......................................................................................................................9
Benefits of Products or Services.......................................................................................................9
Key Characteristics of Target Market.............................................................................................10
Target Customers..........................................................................................................................10
Decision Makers and Influencers ...................................................................................................10
Channels of Sales and Distribution Feasibility............................................................................... 12
Channel Types..............................................................................................................................12
Advantages and Disadvantages of Channel Types...........................................................................12
Targeted Channel..........................................................................................................................13
Channel Needs..............................................................................................................................13
Channel Partner Considerations .....................................................................................................14
Operations/Production Feasibility................................................................................................. 15
Internal Analysis...........................................................................................................................15
SWOT Analysis............................................................................................................................15
Technical Considerations ..............................................................................................................16
Human Resources.........................................................................................................................16
Infrastructure Requirements ......................................................................................................... 17
Optimum Size to Start...................................................................................................................17
Preferred Geographic Location ......................................................................................................17

Special Facility Needs...................................................................................................................17
Finance .......................................................................................................................................... 18
Key Assumptions..........................................................................................................................18
Scope and Scale of Project in Financial Terms................................................................................18
Risks............................................................................................................................................18
Recommendations.......................................................................................................................... 19
Alternatives ..................................................................................................................................19
Go/No Go ....................................................................................................................................19
Identify Next Steps .......................................................................................................................19
Appendix A:................................................................................................................................... 20
References....................................................................................................................................20
Appendix B.................................................................................................................................... 22
Graphs and Charts ........................................................................................................................22

Executive Summary
Time Management can become an enemy for many college students who take on a
variety of activities in addition to their academics, and if not approached properly can lead to
failure to perform, forgetfulness, sleep deprivation, and increased stress levels. This report
describes and evaluates one possible solution to the problem of managing time in college. A
possible solution was identified and designed focusing on the schedule of an average student’s
lifestyle. This solution is called JAC. JAC stands for “Josh’s Assisting Calendar.” JAC is an app
that’s main features revolve around creating a student’s daily schedule with intelligent
scheduling recommendations and notifications. Common study time table are also suggested for
use. This app also incorporates eating, sleeping, and free time into its scheduling design. JAC
allows students to go about their daily lives without the stress of time management. Essentially if
used to its highest potential, JAC will be able to completely schedule a student’s life making it
possible for students to focus their attentions to performing in each activity rather than remember
them all.

Summary of Concept
JAC will have access to user’s calendars as well as notifications. This makes the process
of transferring already planned events to JAC easier. Once JAC has access to all of the
previously scheduled events the user will never need to use another calendar application again.
This is because JAC is a fully operational calendar as well as intelligent scheduling assistant.
Scheduling will be done in a variety of ways to make event planning easier for the user and more
specific. Listed below are the types of events that can be scheduled as well as some features
within those events.
Events Features of Event
Academic  Class/Test/Quiz/Meeting/Custom:
 Study Session
 Assignment
Work  Schedule Multiple shifts at one time
Personal  Ability to include reminders and notes for the event
Sleep/Meals  Tracks sleeping patterns
 Tracks eating patterns
All events have the option to repeat daily, weekly, monthly, or yearly, as well as have
pre-event notifications with any notes or details. When a user wishes to add an event they simply
hit the “Add Event” button and then select the type of event they wish to add. Depending on the
event selected the app will follow a series of steps to ensure that all details needed for that event
are schedule. This includes additional study sessions for Tests, Quizzes, and Assignments. A
Work event will be able to repeat scheduling in order to add multiple shifts under one event title.
The flow chart below demonstrates the steps the app will take to schedule an event.

Add Event
No
Work?
Yes
More Shifts?
Yes
Schedule Event
No
No
Academic Event
Work Event Personal Event
Study Session
Assignment
Event Name
Repeat?
Notification?
Test/Quiz
No
Assignment Name
Due Date
Due Time
Class/Test/Quiz/
Meeting/Custom
Select Day
Select Time
Study For
Study Times
Recommend
Study Sessions
AllSessions
Scheduled?
No
ManualSchedule
Yes
Yes Study Session?
Yes
Study Session?
No
Job Title
Event Title

For all events notifications will be automatically turned on. However notifications
themselves can and will be prompted to be personalized for each event. Notifications can be set
to an adjusted time before each event. Notes can also be added to the notification specific to its
connected event. This allows the user to prepare for an event as well as remember anything
needed for the upcoming event. An example of this notification process would be setting a
notification 10 minutes before a class period that is titled, “Do not forget to print your
homework.” Another feature for all events is the option to add transit time to the event. The
amount of time scheduled will be selected and then added onto the beginning and the end of the
selected event. An option will be available to change the end transit time if the end location is
different than the starting location. When added to the calendar transit time will appear as
separate events connected to its corresponding event. A helpful tool that JAC provides is the
ability to look up transit time by connecting to a maps app on the smart phone.
In addition to scheduling events JAC can also schedule/avoid scheduling preferred sleep
hours. JAC will track the amount of sleep a user gets per week and use this for analysis weekly.
JAC will also schedule eating times for the user to ensure that the user has time to eat in their
busy schedules. JAC can also be personalized to send helpful reminders throughout the day as
well as humorous notifications. Some of the features listed above will either be limited or not
available in the free version of this app to encourage users to pay for the pro version.
Industry Analysis
Industry Overview
Time Management is a booming self-help industry with thousands of books, DVDs,
online seminars, and “experts” devoted to helping people manage their time more effectively. An
Amazon search for “Time Management” will result in almost 130,000 book results. A Google
search for “Time Management” will result in millions of articles promoting time management
techniques or time management retail. Time Management is a section of the Self Help industry.
This industry is estimated to be worth $11 billion dollars per year in the United States alone.
Live Training seminars make up $400-$500 million dollars of this estimated profit, while books
and audio sales make up for another $455 million in profits.
Market Positioning
The Time Management Market is positioned into several products and services. The most
common products for this industry include books, DVDs, and audio tapes. The most common
services provided include, seminars (web/live), program packages, and electronic programs.
Product and product line expansion/development is a liable introduction into this market,
however the introduction of a new product/service at this time is unlikely due to the limited
amount of channel distributions that have left to be covered. Customers for this market would
most likely consist of people desiring additional help in managing their time through the use of
books, technology, or seminars.

Key Success Factors
In order to succeed in the Time Management industry products and services must cater to
the needs of their target audience, i.e. people in need of managing their time. Due to the fact that
the target audience is buying into the service to better manage their time, products and services
need to not be time consuming. They also must be easy to use while providing visible results. If a
product or service does not result in its claimed benefit it will not survive. Furthermore
products/services should be convenient and easily accessible. This is a key factor that will define
the intended target audience. For example, live seminars should be aimed towards the largest
gathering of participants while web seminars need to be made easily accessible online.
Technology Impact
The Self Help industry has been impacted greatly by technological advances over the
years. Online seminars, audio books, and apps represent new products have only been accessible
as of this decade. They have allowed extended accessibility and convenience that has helped to
grow the industry exponentially in the last 10 years alone. Anyone with access to internet or a
smart phone now has the ability to benefit from Time Management help virtually or online. This
being said, there is much advancement to be made in the use of these technologies. Technology
can allow self-help advice to be more accessible, more efficient, and more effective. It also has
allowed self-help advice to go mobile affecting a larger audience.
Competitor Analysis
Key Competitors
 Remember the Milk
 Daily Agenda
 Timeful
Competitor Overview
Remember the Milk (RtM) is an app that is designed to manage a user’s calendar. This
app partners with Google Calendar, Gmail, Twitter, Evernote, and outlook express. RtM is
available for all Apple, Android, and BlackBerry products. This app works as an alternative
calendar including reminders. The main feature of this app is to combine multiple calendars in
order to keep track of all scheduled events. Tasks are scheduled individually and additional
details such as due date, repeat, and time estimate can be added. Tasks are visible in a list view
by day.
Daily Agenda is an app that is designed to manage a day’s agenda. Instead of focusing on
a calendar this app focusses on only one day. The main features of this app are to show the
elapsed time of each schedule event, the time until the next event, a list of the daily events, and

notifications. The app also has the ability to show the events of the next two days, but its main
focus is today’s events.
Timeful is advertised as an intelligent time management app. This app is currently the
most similar app to JAC and thus its greatest competitor. The app has access to user’s calendar as
well as notifications. It can schedule “to-dos” and “habits.” Timeful will use predictive
algorithms to schedule “to-dos” and “habits.” The app claims that the more a user uses this app
the more accurate it will become. This app also allows users to enter events that repeated.
Calendar, daily, and list views are available in this app.
These competitors represent apps with the most similar features to JAC. Below is a chart
that shows the main features of all three competitors as well as JAC side by side for comparison.
RTM Daily Agenda Timeful JAC
Sync Calendars X X X X
Unique Event
Types
X X
Repeat events X X X
Daily View X X X X
Weekly View X
Monthly View X X X X
Intelligent
Scheduling
X X
Schedule
Sleep/Meals
X
Personalized
Reminders
X X X
Schedule
Multiple Work
Shifts
X
Analyze Use of
Time
X
Detailed notes X X X
Study Sessions X
Custom Events X X
Homework
Assignments
X X

Market/Customer Analysis
Market Characteristics and Trends
The market for Time Management is growing due to increases in technology. New trends
for this market include the use of technology such as online calendars and smart phone apps.
Users in this market tend to be managing many tasks and events daily. Users of Time
Management products/services can often suffer from high stress and sleep deprivation. Users
also may be looking for solutions to inefficient working or poor work results.
Market Segmentation
All persons must manage their time. This means that all persons are included in the
market segmentation. The market can be divided into two categories, those who want help to
manage their time, and those who do not want help to manage their time. For the purpose of this
report those who want help to manage their time will be the selected market segmentation
analyzed. Of those who want help managing their time the market can be segmented into gender
and age. Females and males will schedule their time differently depending on their personal life
stages. Age is also a factor in market segmentation because of required events i.e. work, school,
children’s schedules. The target market for JAC would include college students from all majors
and college sizes; age 18-24 both male and female. JAC can be used by other segments of this
market however the initial design will be directed towards this target market.
Target-market Needs
The needs of the time management target market for JAC revolve around a weekly
scheduling of academic, professional, and personal events. The target market will have required
classes that they need to schedule class times, study times, exam times, and homework times for.
Many students also have jobs that they will need to include in their weekly schedule. Personal
needs may include spiritual events, relational events, sporting activities, hobbies, and other free
time activities. Additional needs include sleep and eating. Students need to remember each event
in their schedule including time it takes to travel to each event. It is an overall need of students to
balance the time applied to each of the needs listed above.
Benefits of Products or Services
JAC will be able to provide the target customer with a personalized assistant. JAC can
schedule all events in a user’s life as well as analyze time spent. If used properly users will never
forget any event, work shift, or homework assignment. Users will develop appropriate study
patterns, and learn to balance their personal, professional, and academic lives. Users will be able
to reduce stress from remembering detailed schedules as well as reduce sleep deprivation caused
by poor planning. Users will be able to focus on the output of their work and enjoyment of their
lives rather than the remembering and scheduling of the next event.

Key Characteristics of Target Market
 The target market for Time Management is equal to the size of college students
nationwide
 By 2016 it is expected that 94% of college students will have smart phones
 Target Market is easily accessible through technology
 3 out of 4 customers hold jobs
 84% of customers have a credit card
 Many online and offline competitors
Characteristics of target customers include the above characteristics as well as the description
of the target customer listed in the following section of this report.
Target Customers
The target market for JAC would include college students and graduate students; age 18-
24 both male and female. JAC can be used by other segments of this market however the initial
design will be directed towards this target market. This market consists of 12 million females
and 9 million males as of the fall of 2014. 97% of students own a personal computer and 94%
own a mobile phone. It is estimated that 42% of college students feel “down, depressed or
hopeless.” Females report 10 hours of daily smartphone usage while males report 8 hours of
daily smartphone usage. On average college students study 14.7 hours per week. Students
receive on average 6-6.9 hours of sleep daily. The average student spends $211 dollars a month
on discretionary spending.
Students that would benefit from this app would be students who might lead busy lives
including rigorous academics, have a thriving social life, and possibly work multiple jobs. They
are looking for a way to manage this time in order to reduce forgetfulness and increase
productivity. Students would be tech savvy as well as own a smart phone.
DecisionMakers and Influencers
Since the target market is made up of college students each student is primarily their own
decision maker this is in contrast to high school when parents played a large role in scheduling
the student’s lives. Since college students now have the freedom to schedule their lives they can
often become overwhelmed with events leading to forgetfulness and under preparation.
Professors and Bosses are influencers on a student by planning academic and professional events
that are required for students. Peers and relationships can also be major influencers on a student.
Parents are strong influencers on the student’s perception of how they spend their time. Students
friends and significant others will also affect how a student spend the 24 hours they have each
day. This influence can lead to conflict in scheduling and increased stress of busy lives. Other
influences on a student’s decision making can include but are not limited to: hobbies, sports,
sleep, eating, games, grades, financial aid, religion, health, and pleasure. All of these will

influence how a student decides to schedule their time and what they will use to help them
schedule this time.

Channels of Sales and Distribution
Feasibility
Channel Types
The industry for Time Management has two types of channels, offline and online. Offline
channels include live seminars, audio tapes, DVDs, and books. Online channels include e-books,
web seminars, and online help programs. Smart phone apps can fall into either category
depending on its connection with the internet.
Advantages and Disadvantages of Channel Types
Advantages Disadvantages
Live Seminars  Large group of specific
audience
 Can be coupled with
large events
 Offers more personal
interaction
 High costs
 High planning time
 Limited audience
 Limited time frame
 Not exactly replicable
 Time consuming
Web Seminars  Unlimited audience
size
 Easily accessible
 Low costs
 Not as personal
 Not exactly replicable
 Require internet
capabilities
 Time consuming
Books  Mass production
 Replicable
 Re-usable
 Tangible
 High costs
 Difficult distribution
 Not adjustable
 Impersonal
 Time consuming
E-Books  Mass production
 Low costs
 Replicable
 Re-usable
 Not adjustable
 Not tangible
 Impersonal
 Requires Internet
 Time consuming
Audio Tapes  Mass production
 Replicable
 Re-usable
 Tangible
 High Costs
 Not adjustable
 Not visual
 Impersonal
 Time consuming
Online Programs  Mass production
 Low costs
 Replicable
 Impersonal
 Requires Internet

 Adjustable
 Time adaptive
DVDs  Mass production
 Replicable
 Visual
 High Costs
 Not adjustable
 Time consuming
Smart Phone Apps  Mass production
 Personal
 Low Cost
 Adjustable
 Different for each user
 Time adaptive
 Requires Smart Phone
Targeted Channel
The targeted channel for JAC’s distribution would be smart phone apps. After evaluating
the advantages and disadvantages of each channel I strongly believe this is the best channel to
enter into the target market segmentation of college students. With the amount of college
students that own a smart phone at an all-time high the access through this channel is growing
exponentially. Due to the advantages greatly outweighing the disadvantages this channel is by far
the superior choice for entering the Time Management industry. It is also the least time
consuming which is the end goal of this product in the first place. Students need to be provided
with a solution to time management that is efficient, low cost, easily accessible, and easy to use.
The channel of smart phone apps provides all of these needs.
Channel Needs
Within the smart phone app channel are three segments. These segments are where apps
are launched from and include: Google Play, App Store, and Windows Store. The first need
when entering this channel is to decide which segment to launch from. JAC will be launched first
in the App Store as this statistically is the highest proceeds for a startup app. If successful, JAC
will be launched in the other two segments as well. The next need of this channel is coding. JAC
will first be coded in Objective C for launching in the App Store. Later it may be converted to
Java for use on Android or Windows smart phones. This channel also requires a decision about
whether to launch JAC as a paid or free app, or both. JAC will be ideally launched as a free and
pro app with greater features in the pro if paid for. This decision will be discussed further in the
financial section of this report. Another need of this channel is app design. JAC will be designed
to be simple and yet detailed. JAC will be professional while also being personal. JAC will be
efficient and easy to use. Overall, JAC will be an app that users not only rely on but enjoy using
throughout their week.

Channel Partner Considerations
Since JAC is a calendar app and its goal is to benefit the user and make the user’s life
easier partnering with other apps and companies for advertisements would be ill-advised. This
would complicate the app and reduce space for app design. A better option would be to partner
with colleges to connect to the target audience. If sponsored by colleges as a resource for
students this would allow an excellent way to introduce the app into the target market where
target consumers could easily find and use the app. JAC could be displayed on colleges’ websites
as well as be mentioned as a resource for students use in freshmen orientations and similar
events. Colleges would benefit from the increased efficiency and reduced stress in their students’
lives and JAC would benefit from increased advertisement.

Operations/Production Feasibility
Internal Analysis
The start-up and running of the app will require detailed programing but in a small
infrastructure. This will be analyzed further in the infrastructure requirement. After the launch of
the app, programing and regular updates/monitoring will be needed. Financial accounting will
also be needed in order to keep track of revenue and expenses. This will be discussed further in
the finance section of this report. Marketing will be used through other app advertisements,
online reviews, and increasing overall SEO ranking. Other processes that will increase the
overall quality of the product may include in app reviews, website links, and constant competitor
comparison.
SWOT Analysis
As one of the only intelligent time management apps available JAC has many strengths.
The main strengths of this app include the ability to suggest scheduling sessions. JAC is one of
the only apps intelligent enough to send efficient notifications to ensure that no event is
forgotten. JAC is also more personable than the average smart phone calendar. JAC is simple
and easy to use, and yet detailed enough to schedule every event in a student’s life. JAC also has
the strength of incorporating sleep/eating into a student’s schedule. JAC takes the best parts of
many different time management apps and combines them into one easily usable app.
While if used properly JAC’s strengths far outweigh its weaknesses, there are still some
areas where JAC struggles. For instance JAC is only as useful as a user allows JAC to be. If a
user does not get into a habit of scheduling every event into the app as soon as they find out
about it JAC cannot remind them of these events when they come up. JAC will also be limited to
only one language and available for only one app store at launch. When launched JAC may
easily be buried in the pile of new apps being launched daily. This could make marketing
difficult and slow in the beginning. JAC will experience weaknesses relatable to all start-up
products but over time these weaknesses should turn into strengths.
JAC has the opportunity to first grow exponentially in use locally. After this is achieved
further expansion can include worldwide accessibility, launches on other app stores, coded into
new languages, and updates internally. JAC is designed for college students. An opportunity for
growth may include a new version of JAC designed for different age segmentations of the Time
Management industry. JAC will have the initial start-up opportunities presented to every new
product including, growth in marketing, advertising, e-commerce, and SEO ranking. JAC will
also be launched only for smart phones. Expanding into the computer market will be another
large opportunity for JAC’s growth.
Competitors are JAC’s greatest threat. With the amount of Time Management apps
already on the market this may make it difficult for JAC to grow in the beginning. However due

to the niche market group that JAC’s unique intelligent scheduling is designed for this threat
should be easily overcome. JAC will also experience start-up threats including, financial
pressure, small initial marketing and advertising plains, and coding failures.
Technical Considerations
JAC will be designed in Objective C for the App Store. This will require programmers
familiar with this software and app design process. JAC will also need the appropriate computer
technology to programs its code and store its code safely. Future technical considerations will
include reprogramming in multiple computer languages as well as converting the code for
computer use in the long run. Beta testing of JAC’s design should be tested several months
before the app release.
Human Resources
JAC will require one to three programmers. These programmers will need to have the
skills to program in the required computer language efficiently and professionally. They will also
need the ability to monitor the code and make practical updates to the code as it is used. Key
characteristic of these programmers will include but are not limited to: hard working, devoted,
persistent, creative, determined, ingenuitive, fast programmers, understanding of app creation
and launch process, and an understanding of the updating process for already launched apps.
Marketers will also be needed to monitor the advertisements JAC runs. They will also be
responsible for online reviews, links, and SEO ranking. These people should have extensive e-
commerce knowledge. An accountant will also be needed to record the finances and revenues
that JAC incurs. Until the app begins to make profit hiring outsiders to fill these positions will
not happen. This app has the potential to be created and operated by college students for free.

Infrastructure Requirements
Optimum Size to Start
JAC will be launched only on one app store to start with. The start-up size will include
JAC free and JAC PRO. These two apps will be the same basic content, however JAC PRO will
offer new features including, weekly time analysis, study session pattern recommendation, and
greater personalization. The required space to design and launch JAC may include a small team
of 2 or 3 designers in a dorm room on 2 to 3 computers. If finances require this app could be
designed by one designer on one computer.
Preferred Geographic Location
Due to the accessibility of the App store JAC will launched worldwide. However initially
JAC will only be in English and thus will be limited to The United States. Ideally JAC will be
translated into many different languages and usable wherever the App store is accessible.
Special FacilityNeeds
The only facility need JAC has is a computer and external hard drive to design and save
the source code from.

Finance
Key Assumptions
 Programmers, marketers, accountants will need to be paid
 Opportunity cost will include pay for other jobs given up while working on JAC
 Computers are the only materials needed for start-up
 Profits will be made in JAC PRO
 Partners could also be used for profits (explained later)
 Programmers expertise will be required
 Cost to launch in App store is $99/year
Scope and Scale of Project in Financial Terms
With a loan from a supporter/partner a professional designer(s) can be hired to create
JAC for $5000-$8000. However, if JAC were to be created by volunteer computer design majors
on a local campus is could be created for free. Once created it would cost $99/year to launch on
the App store. Cost will also include opportunity costs which would be equivalent to the amount
of time it would take the designers to create the app. After talking to some app programmers at
Taylor University we have estimated it would take between 100-200 hours to program this app.
This would be equivalent to $800-$1600 of pay that could have been gained working for a job
paying $8/hour. If JAC partners with colleges the partners can bear some of financials. If JAC is
successful enough it can require a yearly usage fee from the colleges and in return customize the
app for that college.
Risks
The most obvious financial risk is the amount of money that is put into the development
of the app and if when the app is launched it fails to gain users in the target market. Other
possible risks may include unexpected programming roadblocks that require additional financial
resources to overcome. The risks can be minimized through the use of volunteer designers. If this
route is taken the risk would include the opportunity cost and the $99/year cost to launch the app
if the app fails.

Recommendations
Alternatives
As far as providing the most reliable, efficient, convenient form of scheduling and time
management, I strongly believe there is no better alternative to JAC. JAC is a comprehensive,
intelligent scheduling app that takes into consideration every part of a student’s life when
building their calendar and reminder notifications.
Go/No Go
After considering the cost and difficulty of launching JAC as well as the impact JAC can
have on the target market and the target customers that make up that market, this feasibility
report supports a “Go” decision to create and launch JAC. The strengths outweigh the initial
weaknesses and the opportunities far outweigh the threats. The target audience is welcoming to
this type of technology and now more than ever, the app channel is easier to use. There is a large
population in the target market with a significant amount of spending ability. Start-up size has
the ability to start small and grow as the customers begin to buy into the idea of JAC. JAC has
few to no competitors and is revolutionary in its market. There is no other product that can take
into the consideration every part of the target market’s life the way JAC can.
Identify Next Steps
After the “Go” decision has been approved it is time to decide whether to hire
programmers through the use of a loan or hire volunteer programmers to design the code for
JAC. After JAC has been designed it will go through a short period of Beta testing before it is
released on the App Store. Upon release marketers will begin the advertising process through
electronic and online ads. An accountant should be hired to keep track of the finances spent to
develop JAC as well as JAC’s revenue. The next steps will include analyzing customer reviews
and updating JAC to meet further customer needs.

Appendix A:
References
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http://www.hongkiat.com/blog/app-business-tips-resources/
http://www.bluecloudsolutions.com/blog/cost-develop-app/
http://www.emarketer.com/newsroom/index.php/college-students-adopt-mobile-board/

Appendix B
Graphs and Charts

feasibility report

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