Rasmussen College 2013 Nike Advert Semiotic Analyses & Cultural Perceptions Paper Choose one of the four following visuals:
Image courtesy of: Nike® 2013 advertisement
Image courtesy of: Parents magazine June 2011
Image courtesy of: Harley Davidson® advertisement
Image courtesy of: Bank of America advertisement
In a 2-3-page APA formatted paper with an additional reference page (template here), analyze the strategic use of perceptual visual communication:
Analyze how specific semiotic visuals in your chosen image affect different cultural perceptions (age, ethnicity, social group, etc.).
Describe how each culture’s cognitive memories and experiences may affect how they perceive this image.
Explain why cultural perception is important to consider when working with international or global cultures.
Discuss why it is important to consider cultural perception when interacting with different age cultures and different social groupings.
Support the items above by including relevant quotes and paraphrases from academic/scholarly sources. Running Head: APPLIED ENTREPRENEURSHIP PROJECT 1 – EazeFood
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EAZEFOOD
APPLIED ENTRPRENEURSHIP PROJECT 1
Submitted to:
Submitted by:
APPLIED ENTREPRENEURSHIP PROJECT 1 – EazeFood
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EazeFood
Overview:
This business plan outlines the launch of an app designed to connect qualified local meal/food
service providers and nutritious food lovers. The goal of the app is to connect consumers who are
mindful about their food choices with food providers who are proven and qualified to provide high
quality food.
The app will be designed with inputs from a certified nutritionist, to have a wide variety of
categories that consumers can choose from. There are currently some apps that provide a keto meal
plan, but our app will be designed to have various options like Keto, fat loss, muscle gain, low
sugar, no sugar, gluten-free, heart-friendly etc.
Although we realize that there are some apps that provide meal plans, there is no app or platform
currently that brings together small/local businesses and consumers while also providing partially
customized meal plans. This also means that there is no direct competition to our business. We
would also want to expand the service to provide fully customized plans in the future.
With the growing health and fitness industry, we believe that this is a great time to launch this app
that will provide an excellent platform for both the consumers and the meal providers and will
continue to have increasing market demand.
Mission statement:
“Something for Everyone”
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Our mission is to make healthy, hearty, nutritious food easily accessible to customers while
encouraging qualified small businesses.
Objectives:
● The main objective in this project is to inspire our customers to live a healthier lifestyle,
while providing a platform for local food providers.
● To establish a defined network for meal providers (local businesses) and premier
customers who wants to follow a consistent healthy, balanced diet through app.
● To provide different nutrition plans and customized diet as per consumer needs by
certified practicing nutritionists.
● To make quality food delivery as healthy and easy as possible.
Milestones:
Here we are sharing the milestones more on the business perspective of the project, but as we dig
deep into the overall business plan, each section has a separate set of milestones to reach.
● Market research on customer needs and local business competitive analysis.
● Establishing a network of food providers in the region.
● Building the database of different diet plans through successful hiring of certified
nutritionists.
● Launching the app with a defined process flow, supply chain management and reliable
food delivery service.
● Establishing a successful advertising/promotional plan to acquire customers.
Requirements/Must have to start:
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● We would need a pre-business market analysis report to start off this project which would
help us understand how many people are looking for meal preps and how many local
food providers we have within the region.
● We would need at least 1-2 nutritionists to develop an initial diet plan for each option like
keto, low carb, fat loss, muscle gain, gluten free etc. to build the database.
● We also need at least 2-5 local food providers within the region who met the quality
standards and are willing to take the order and deliver meals on time.
● To begin with, we believe App should be built with the available food providers,
customers and meal plans to test out at different locations with 20-30-mile range and
delivery time less than 60 min.
● A strong disaster management plan and supplier agreement should be established to
control situations like food poisoning, spoilt meal, damaged packing or refund policy.
Obstacles/Challenges:
● It would be difficult to convince the local food providers and customers to invest in a
relatively new business.
● Verifying and approving the quality standards of the meal providers might be
challenging.
● Identifying the premier customers and maintaining consistent product standards.
● Problems with App and Disaster management would require an additional established
customer service team to ensure smooth flow of business.
Risks:
● Lack of enough funds to continue the project.
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● Local food service provider might be reluctant to change/expand their menu or be open to
customize it as per the customer/nutritionist.
● Security of the customer information – (HIPAA) since it would be health/diet related.
● There is no way to have regular quality check of the food.
● Local food providers might not be willing to get food service license.
●
Health related Issues (food poisoning or allergic reactions etc.)
●
Food quality management and Leftover food re-selling possibility.
● Food delivery failure by any accidents or incidents.
Potential “Future Pictures” we see:
The initial objective of EazeFood is to make healthy living easy by connecting consumers and
food providers. The app will be designed to incorporate various food/nutrition choices. These are
designed with complete assistance from a certified nutritionist. Considering that there is a high
potential to the health and fitness industry, there are several opportunities we can tap into.
As we go forward, there is a potential opportunity of converting this partially customized meal
plans to fully customized plans. At this stage, more nutritionists would be employed as per demand
and each consumer would have the choice to enter personal details about his/her health goals and
the app would communicate this to a certified nutritionist who would make recommendations
based on the requirements. The app also allows consumers to input any dietary preferences and
restrictions.
The Potential for this app does not end here. It can eventually incorporate a fitness section to it,
which of course would come with meal plan options based on the type of activity performed.
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Understanding of the project (Things that no one sees):
Though there are few meal provider apps currently in the market, there is no app that connects the
local businesses and consumers to provide with customized and partially customized meal plans.
Eating healthy is not easy. Good nutrition is an important part of leading a healthy lifestyle. For
some healthy food is not affordable. Eazefood is providing a platform to help solve these issues.
As there is no other app that works like Eazefood there are no direct competitors.
With changing times and better awareness, many are now more motivated to purchase products
they deem to be more closely aligned with health and well-being, such as products devoid of
artificial ingredients. With the help of nutritionists, Eazefood can help consumers receive the kind
of meals they want.
Modern consumer food trends that catch on quickly have become a breeding ground for food
safety-related problems. We must always be on the lookout for food trends to effectively guide
local businesses in implementing safety strategies. As food is prepped on order basis, we think that
there will not be any wastage of food as compared to the local restaurants.
Believe in the Purpose/Project:
As working professionals, after a long day at work, one wishes to have homemade meal cooked
with love to be ready at home. At the same time, we know that health and fitness is a trillion-dollar
industry today and the food choices we make each day define how a person feels today, tomorrow,
and in the future.
Therefore, with increased health-conscious consumers and a shift in attitude towards healthcare,
we believe that this project is the solution to the hurdles we face as working professionals and
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anyone who likes authentic, nutritious, quality food delivered The concept of providing a platform
for local food providers and the customers is a solution for one of the main problems that everyone
is facing today, which is lack of time for daily activities. This concept ensures to provide home
cooked meals which are high in nutritional values.
The main purpose of choosing local food providers is to provide them a platform, to enable making
a living by providing customized nutrition access to consumers right from their homes. We believe
by designing a user-friendly app, building a strong database of potential customers, nutritionists,
and local food providers that wouldn’t compromise on the quality standards as budding chefs, this
project is going to be very successful and helpful to the society.
What would lead us to drop the project:
There are some risks involved while introducing or testing out new concepts in the market. Most
of the time we tend to jump from one plan to another too soon, before we had given enough chance
for the project to work, or without even measuring or understanding the obtained results. Our app
being the first one of its kind, there’s no history that we could compare directly in terms of measure
of risk or success. I believe apart from the financial issues, meeting the quality standards of the
food provided would be our huge risk, and lack of number of meal-prep providers would put the
project at risk. However, our project pursues a passionate motivation to help the changing lifestyle
of the society, which would encourage us to overcome the roadblocks and change strategies to
achieve its purpose.
Marketing Plan:
The plan is to start a trial with family and friends in and around with 5 to 7 local food providers
and 1 nutritionist initially. Based on the results, we will make the necessary changes on the menu,
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plans and options on the app before launching to the commercial platform. As this trial would not
only provide feedback but also helps with mouth publicity. Initially we will provide discounts for
first time customers and eventually move to acquiring reward points system and free deliveries of
specific amount of orders. We will use social media sites for sponsored ads and creating official
pages offering varied discount percentages for any likes, shares and reviews. After establishing a
strong customer base, we can extend the business by adding option of monthly subscription, which
would reduce delivery prices and give a week-week follow from nutritionist, going forward we
can also provide personalized menus for any fitness camps or summer camps etc.
Execution Phases:
The execution phase of the project will help us design and implement a definite range of processes
that will help us manage time, finances, quality, risks and customer acceptance. We have divided
our execution of the project into steps as listed below:
Step 1: Prepare documentation which describes if the project is worth the required investment
based on need, cost, benefit analysis and unaccommodated demand.
Step 2: Establishing clear definition of what the app stands for: unique style, differentiators,
guidelines, standards.
Step 3: Analyzing the economic and financial viability to confirm its feasibility based on risk
analysis, profit, loss projections and market assessment.
Step 4: Determining the finance needed for the project, based on a realistic budget which
maximizes the resources.
Step 5: Obtaining approvals for the project: regulatory licenses.
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Step 6: Formation of the team to plan and execute the project, building the data base: certified
nutritionist selection and research on the meal plans, searching the local food providers
Step 7: Selection and determining the area to which the app is going to provide meals based on the
market research reports.
Step 8: App designing including different meal options from all the local food providers integrating
with the meal plans from nutritionists.
Step 9: Establishing a strong disaster management plan and supplier agreement to control
situations like food poisoning, spoiled food, damaged packing or refund policy.
Step 10: Launching the authorized app technically, operationally and commercially into the market
and test the results.
Business model:
Below is the image defining our Business Model –
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Timetable for milestones execution:
Milestones
Project Plan approval
Market Research on customer needs and local
business analysis
Nutrition Plans/Users/Food Providers Database
Build
Marketing Strategy Build and Data Analysis
App Build in terms order processing, payment
and tracking
App Integration and Deployment
Customer Support Setup
Background and Quality Standard Check
Testing and Bug fixes
Launch App into the Market
Estimated Timeframe for Completion
2 weeks
3 weeks
8 weeks
3 weeks
12 weeks
2 weeks
2 weeks
3 weeks
2 weeks
2 weeks
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Communication plan along with Supply chain network:
We will utilize standard organizational formats and templates for all formal business
communications. By using standardization, we can help ensure that our team and other business
associates have a thorough understanding of what is expected and achieve consistent with effective
communications. We may use social websites, apps like Yelp or some other type of web
portal/network tools (blogs, message boards, etc.), emails or phone support as a standard platform
through which we share information and communicate with the customers. For the local
merchants, we will be coordinating with them weekly or monthly making sure the quality standards
are maintained consistent. Our team will be having weekly meetings to discuss where we stand
and how close are we to achieve each milestone and have a meeting after achieving each milestone
to see what worked and what could have been done better, which would help to develop a strategic
plan.
As EazeFood will be focusing on all of the many side of the delivery ecosystem: customers, drivers
and merchants. The only thing which will make sense is a full stack delivery system.
“Full stack” approach would offer several benefits:
Superior experience. We won’t be relying on single merchant. with the customer data available,
we can link them to the local nearby in-network restaurant to fulfill deliveries in real-time.
Better pricing. We can control the pricing on both sides: we can charge customers with lower
delivery fees and take lower commissions from the merchants.
Increased efficiency. Since we won’t be relying on single merchants and drivers, we can fulfill a
greater number of deliveries in less time.
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