Breath Alcohol System Business Plan - Assignment Solution

Executive Summary

The main of the report was to present a new business idea which is based on gaps in customer’s lives. The business idea is about development of Breath Alcohol System which is a device for monitoring the level of alcohol in human body, and if detects alcohol above 0.05% then stops ignition system of car from starting. The features and specifications of device are clearly highlighted and market for product is expected to grow rapidly over the years. The marketing of product will be carried out through both online and offline modes of communication. The business strategy of integrated cost differentiation will be followed by business to ensure competence within industry. Finally, it is forecasted that business will earn profit from initial years of its operations. 

• Business Gap based on analysis of customer’s needs

Customers are extremely concerned about ethicality of their actions and they want their actions to be highly regulated, such that no harm is offered to others and their own selves. In spite of managing their actions, the customers might not judge the exact level of alcohol in their body, which might exceed 0.05% level (Carey, 2015). Based on this reason they want a product which can regulate their driving by monitoring the exact level of alcohol in their body. 

In terms of influence, the social group to which customers belong, the community they live in and immediate families of customers play significant role. The concern for safety of the person who drives, co-passengers and of pedestrian are the key messages which are used to influence the need of customers to make purchase of Breathing Alcohol System (Market Watch, 2019). Additionally, the media and advertising also play substantial role in shaping the desire of customers to opt for a product which can assure their safety, under the influence of alcohol. 

Additionally, the focal customers of Breathing Alcohol System are proactive to adopt new technology, being living in the era of automation. They prefer products which could use automated features without demanding extra efforts of customers (Carey, 2015). Customers do not prefer to undergo test to detect blood alcohol level, as it is not possible to perform prior to each driving session. Therefore, they want a solution which is automated, can sense the level of alcohol in their body just by examining their breath and then can regulate the ignition of vehicle to control driving of individual under influence of alcohol. 

An ideal customer of Breathing Alcohol System holds the view that while consuming alcohol, it might become difficult to exactly measure the amount of consumption and there should be a system to detect actual level of alcohol. They need a system to stop them from drink driving, with the purpose of assuring their own and other’s safety. 

The pains of customers are mainly about the risk of drunk driving, which could be linked with enhanced propensity to suffer from an accident and can result in serious injury or fatality. Finally, the compliance with driving regulations of Australia, avoidance of drunk driving and assurance of driver’s and other’s safety are all considered as gains for customers (Rae, 2019). 

The detailed investigation of customers’ needs for underlying product is given in empathy mapping, which has been shown in table 1. Based on these details, the Breathing Alcohol System will be developed to meet the core preferences and needs of customers in effective manner.