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@@ -18,7 +18,7 @@ The business concept for Coffee Time can be summarised under the Business Model
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\begin{figure}[H]
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\centering
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- \includegraphics[scale=1]{graphics/business_model.png}
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+ \includegraphics[width=\linewidth]{graphics/business_model.png}
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\caption{The Business Model Canvas}
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\label{fig:business_model}
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\end{figure}
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@@ -37,13 +37,38 @@ By examining the value chain for IoT systems we determined at what steps the Cof
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There is no competitor in the market that focuses exclusively in improving the ambiance of cafes, however there are a wide range of IoT retail or home devices that measure similar features to Coffee Time but that are however, marketed to different customers.
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\subsubsection*{Nest Learning Thermostat}
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-Nest Learning Thermostat is a Google home IoT device that measures the temperature in the house, memorizes patterns and automatically lowers the temperature when the house is not being used in order to minimize energy costs [1].
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+\begin{wrapfigure}{r}{0.3\textwidth}
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+ \vspace{-30pt}
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+ \begin{center}
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+ \includegraphics[width=0.3\textwidth]{graphics/business_c1.png}
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+ \end{center}
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+ \vspace{-30pt}
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+\end{wrapfigure}
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+
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+Nest Learning Thermostat is a Google home IoT device that measures the temperature in the house, memorizes patterns and automatically lowers the temperature when the house is not being used in order to minimize energy costs \autocite{nest_learning}.
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\subsubsection*{Footbot Air Quality Monitor}
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-Footbot is a smart building IoT device used in workplaces and homes to ensure quality indoor air. The product measures chemical pollutants, particular matter, humidity and temperature and uses artificial intelligence to optimize HVAC systems in order to save energy and improve comfort [2].
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+\begin{wrapfigure}{r}{0.3\textwidth}
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+ \vspace{-30pt}
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+ \begin{center}
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+ \includegraphics[width=0.3\textwidth]{graphics/business_c2.png}
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+ \end{center}
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+ \vspace{-30pt}
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+\end{wrapfigure}
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+
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+Footbot is a smart building IoT device used in workplaces and homes to ensure quality indoor air. The product measures chemical pollutants, particular matter, humidity and temperature and uses artificial intelligence to optimize HVAC systems in order to save energy and improve comfort \autocite{Foobot}.
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\subsubsection*{Real-time people counting system SensMax WebKit TS}
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-This product is marketed to retail stores, shopping centres and outdoor facilities. It is a wireless real-life people counter to monitor how many people are in a store during the day. It can use the collected data to predict how many people will be in the store the next day [3].
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+\begin{wrapfigure}{r}{0.3\textwidth}
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+ \vspace{-30pt}
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+ \begin{center}
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+ \includegraphics[width=0.3\textwidth]{graphics/business_c3.png}
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+ \end{center}
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+ \vspace{-60pt}
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+\end{wrapfigure}
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+
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+This product is marketed to retail stores, shopping centres and outdoor facilities. It is a wireless real-life people counter to monitor how many people are in a store during the day. It can use the collected data to predict how many people will be in the store the next day \autocite{SensMax}.
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+
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\subsection{Barriers to Entry}
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The Porter’s Five Forces framework will analyse the competitive rivalry in the market Coffee Time will enter in order to identify any barriers to entry and identify the intensity of the competition to predict the likelihood of profitability Coffee Time will obtain \colorbox{yellow}{(Porter, 2008)}. Each force is given a number from 1 to 5 to determine the level of competitiveness.
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@@ -51,7 +76,7 @@ The Porter’s Five Forces framework will analyse the competitive rivalry in the
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\begin{figure}[H]
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\centering
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\includegraphics[scale=0.45]{graphics/business_entry.png}
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- \caption{\colorbox{yellow}{Some description}}
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+ \caption{Porter's five forces framework}
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\label{fig:business_entry}
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\end{figure}
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@@ -63,12 +88,58 @@ Coffee time is integrating the software and the hardware Assembly of the device
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\subsubsection{Research \& Development}
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The R\&D phase involves the realisation of the final product, testing, prototype building and business plan development. The resulting cost is an aggregate of the work hours spent and the material costs (hardware and software) of the prototypes and testing. On completing the R\&D phase, a final product is conceived, and its prototype created.
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+\begin{center}
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+\begin{tabular}{l|l|l}
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+ Research and Development&Quantity&Amount\\
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+ \hline
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+ Research (market, technology) & Workhours cost (30h) & £ 600.00 \\
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+ Software development & Workhours cost (8h) & £ 160.00 \\
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+ Application development & Workhours cost (15h) & £ 300.00 \\
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+ Materials (hardware components) & Purchase cost & £ 1,000.00 \\
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+ \hline
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+ & \textbf{Total} & \textbf{£ 2,060.00}
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+\end{tabular}
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+\captionof{table}{R\&D aggregate costing table.}
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+\end{center}
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+
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\subsubsection{Product}
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-The product consists of the device and the public mobile application. The cost of the device can be split into hardware cost and software cost outlined below.
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+The product consists of the device and the public mobile application. The cost of the device can be split into hardware cost and software cost outlined in \autoref{tab:hw_cost}.
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+\begin{savenotes}
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+\begin{center}
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+ \begin{tabular}{l|l|l}
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+ Description&Model Name&Amount\\
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+ \hline
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+ Microcontroller, WiFi Occupation& ESP8266& £ 5.51\\
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+ Temperature \& Humidity &BME280 &£ 7.09\\
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+ Air Quality &SGP30 &£ 4.71\\
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+ Housing Case with Screen &-&£ 8.00\\
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+ Wall mount &OtS\footnote{Off the Shelf item}& £ 2.00\\
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+ \hline
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+ & \textbf{Total} & \textbf{£ 27.31}
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+ \end{tabular}
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+ \captionof{table}{Hardware Costing table for one unit.}
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+ \label{tab:hw_cost}
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+\end{center}
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+\end{savenotes}
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\subsubsection{Installation \& Maintenance}
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In addition to the device cost (which is per unit) there are costs stemming from the installation and maintenance of the products. Please note these are estimated values.
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+\begin{savenotes}
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+\begin{center}
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+ \begin{tabular}{l|l|l}
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+ Description&Quantity&Amount\\
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+ \hline
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+ Installation&per café&£ 30.00\\
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+ Cloud Storage\footnote[2]{About 15\% of initial development cost}&12T per year&£ 150.00\\
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+ Device Maintenance&per device per year&£ 1.00\\
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+ Application Maintenance (15\%)\addtocounter{footnote}{1}\footnotemark[\value{footnote}]&per year&£ 45.00\\
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+ \end{tabular}
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+ \captionof{table}{Installation and Maintenance Costing table.}
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+ \label{tab:install_cost}
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+\end{center}
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+\end{savenotes}
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+
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The installation cost entails the device delivery, mounting on the wall and device-application setup. The devices will be delivered by the employee performing the installation and hence these tasks’ cost translates to work-hours cost.
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\subsection{Sales Strategy}
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@@ -90,7 +161,7 @@ Return on Investment:
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As a first step, a founding capital to develop the idea is required. This high-risk funding is aimed at conducting market research, product research, development and a business plan until an initial revenue is generated. The amount should cover the Research and Development costs. The source of seed capital is provided by savings of the founding group, or angel investors in the form of a loan.
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\subsubsection{Seed Capital}
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-Once the company has gained a sales record, additional funding, called Series A financing can be sought through the following channels, in exchange of partial ownership [4]. Coffee time’s strategy should at this point, focus on longer terms goals.
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+Once the company has gained a sales record, additional funding, called Series A financing can be sought through the following channels, in exchange of partial ownership \autocite{Funding}. Coffee time’s strategy should at this point, focus on longer terms goals.
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\begin{description}
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\item[$\bullet$] Bank Loan
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\item[$\bullet$] Venture Capital
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