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Mobile App Business Plan Model Example


Table of Contents

  • Executive Summary
  • SmartRecycle App in Australia
  • Introduction
  • Vision
  • Mission
  • Business objectives statements
  • Business Model Canvas
  • Planning
  • Market
  • Operations and Technology
  • Human Resources
  • Finance
  • Implementation Timetable
  • References





Executive Summary

This business plan focuses on creating a​​ SmartRecycle application; it is the Mobile App for recycling in​​ Australia. The application users will be given the ease to support recycling by providing garbage or the material with no use to​​ It could be more recycled, and so there could be advantages. As certain locations and restaurants will be consulted globally, this proposal will also support the corporate obligation of businesses. The collection points may be invested on bars, salons, gyms etc. after getting the argument of supplying the recycled materials.​​ As consumers download and use the application, this business concept will be effective.​​ There can be a fair amount of recycling material because they knew that they would get bonuses and discounts.

This business plan discusses the​​ business model canvas,​​ Key Partners, Key Activities, Value Proposition, Customer Relationships,​​ Customer Segments,​​ Key Resources,​​ Channels,​​ Cost Structure, and​​ Revenue Streams. The plan also discusses the​​ marketing plan, operating plan etc. Furthermore,​​ a human resources plan shows how employees or users can be motivated to use the application to get the points for future benefits.

This business plan also gave an implementation timetable plan​​ of how​​ SmartRecycle application​​ can be implemented in​​ Australia​​ and how benefits and people's motivation can be attained by collaborating with the famous bloggers and media-personas.​​ Financial​​ planning or detailed overview are also given. This application provides services to the users; a user can be assigned values, the cost of the custom​​ mobile business application or the​​ SmartRecycle application​​ development; the allocated amount​​ will be $100,000. The startup expense for this organisation should also be $100,000.


SmartRecycle App in Australia


Australia is one of the industrialised nations where technology is emerging day by day, and​​ people are getting addicted to getting their things done through some clicks on their smear​​ phones from​​ grocery​​ to paying bills.​​ The creation of the application​​ SmartRecycle, the Mobile App for recycling in Australia,​​ can provide various benefits to the country's users, and there will be advantages to the different sectors. The application​​ SmartRecycle​​ is created because people waste all the waste material. There is no need of this stuff, then; individuals who supply the materials will be provided barcodes; after inserting this barcode in their application, people get points. In this way, the application is created to be given more motivation​​ to use the app regularly.

If the users know that they are given points in their account for every given material, they will use the application more regularly.​​ SmartRecycle​​ application is presenting the facts to the people so that they could attract towards this facility as in case if people were given money. They won't attract to provide the wastage as money seems less to people, but adding points and faculties of going to café and shopping can seem more attractive​​ (Dicken, 2011).​​ 

In distributors, people can distribute things or material to companies where recycling occurs​​ (Barney, 2012). However, the clients or the users use the application and give the material so that they could use the points. The​​ SmartRecycle application​​ users are known as the company; they can also be involved in the staff because these people have their page on the mobile application​​ SmartRecycle application.​​ Benchmarking​​ is essential in this business; it​​ could be explained as the business processes focused on the performance metrics so that there could be a better analysis of the industry and that the​​ SmartRecycle application​​ could consider the best practices.​​ The SmartRecycle application​​ also needs to focus on the industrial practices that how the companies are engaging the customer to give the waste materials. In this way, the​​ SmartRecycle application​​ can better plan the products and services​​ (Badiru, 2011).

For this implementation of the​​ SmartRecycle​​ application business plan, there will be use and contact can be created​​ with the famous Australian​​ cafes, restaurants, shops etc. so that people could enjoy and facilities from the cafes can also be given as there can be better support for the people to increase their social responsibility. The point can also be used in beauty salons; these organizations that will provide the people with the benefits can also support social network accounts. For the service and the popularity of the​​ SmartRecycle app,​​ the collaboration with famous bloggers and media-personas can also be created so that the maximum number of people can get to know about the application and help the​​ SmartRecycle​​ more after getting points.


The​​ SmartRecycle application's vision​​ is to see Australia​​ clean so that nature could be secured, and there could be benefits for future generations.


The​​ SmartRecycle application's mission​​ is to focus on the well-being of the businesses in the country so that they support social responsibility. Through​​ SmartRecycle application, the support to environmentally friendly recycling and manufacturing methods is concerned. With warm, fair, new ideas and hard work, there can be a collection of waste material that could be further used.

Business​​ Objectives​​ Statements

The business objective statement of​​ the SmartRecycle application​​ is to make maximum users so that there could be enough profit generation; with full there will be a large return for the investors in software using an application. Other priorities are for the ongoing creation of banking, focusing on collecting the material for the development of quality products. With the maintenance of friendly, fair policies, support will be given to Australia's environmental policies.


Business Model Canvas

Key Partners

To focus on the recycling industry's critical partners in Australia, there is a need to analyze the major players: suppliers, distributors, and clients. However, for the supply chain or suppliers, the current​​ business needs the people who collect the material from the people's households, shops, and other places and then send or give it to the companies that are involved in the recycling. The suppliers provide garbage and useless material to​​ the recycling industry​​ (Essig, Hülsmann, Kern, & Klein-Schmeink, 2012).


Key Activities

The SmartRecycle​​ application and its​​ services will be given to the​​ interested​​ users​​ who want to keep the environment clean. By using​​ this application, the users​​ will be​​ given​​ the points that will add up. After collecting many issues, the services of the famous​​ Australian places such as​​ cafes, restaurants, shops, beauty salons etc. can be given.​​ 

The industry for the​​ SmartRecycle application​​ in​​ Australia​​ is at the mature stage and still developing because there is the recognition that the industry needs to focus on the aspects​​ (Doole & Lowe, 2012).


Value Proposition


For the value proportion, there is the need​​ that the SmartRecycle​​ application​​ should​​ provide quality services and​​ user-friendly services to​​ consumers so that customers could be attracted. There is​​ a​​ need to develop understanding of the value of the clean environment and the functions​​ that the SmartRecycle​​ application will perform to keep the environment clean​​ so that the customers could get an unforgettable​​ sound​​ experience​​ while using the app.​​ 


Customer Relationships


For the unfair advantages,​​ the SmartRecycle​​ application​​ business​​ needs to focus on search engine marketing and the competitive edge to make or build a great market.  ​​​​ 

However, for that, the company needs to focus on​​ the high quality of the application​​ and the transparent relationship with the app users. Moreover, there is a need to focus on business activities so that they could make alive.



Customer Segments


The SmartRecycle application is for the whole population; however, the business​​ is targeting​​ young people. Moreover, there are products​​ for customers to prefer a clean environment.

In this way, the company could achieve the​​ profit margin, and there could be services for the patients to suffer from​​ horrible environment conditions​​ so that they could live life healthier.

Key Resources


This SmartRecycle​​ application business's critical resources include the production process until the app is developed​​ and available for​​ the customers.​​ After the app is​​ processed, it is​​ available for the customers. The effective management of the products in​​ the warehouse is also under essential resources. There is also the need to manage​​ the app development place, revenue stream, as well as the value proposition for the management of​​ ​​ SmartRecycle application​​ that​​ includes the following:​​ 

  • Human resources.

  • Knowledge resources

  • Publicity

  • Involving the stakeholders

  • Engaged in activities​​ 

  • Consultation with marketing experts

  • Organic customer acquisition​​ 

  • Moulds

  • Technology



Channels for the​​ ​​ SmartRecycle application​​ include the following:

  • Retailers

  • Serving the customers online

  • Twitter and Facebook​​ 

  • Website sales

  • Links with different travel agencies​​ 

  • Supermarkets

  • Commercial agents



Cost Structure


Costs for the​​ SmartRecycle application​​ include the following:

  • Marketing cost

  • Web platform and IT applications​​ 

  • Raw materials costs

  • Efficient development​​ 

  • Distribution costs

  • The entrance of the new competitors

  • Marketing managers

  • New technology

  • Production cost

  • Public services cost

  • Commercial agents costs

  • Payment of employees

Revenue Streams


The revenue stream for​​ the SmartRecycle application​​ includes the following:

  • Revenue from sales that are from the channels

  • Fair values of services

  • Publicity on the websites

  • Promotions

  • Management of the customer base

  • Packages with efficient pricing

  • New clients




Customers,​​ location of the product:​​ For the common sales and marketing segment of the​​ SmartRecycle​​ application, there is the need to focus on the customers who are interested and want the services related to the benefits of the famous places​​ in Australia, for​​ example,​​ cafes, hotels, stores, beauty salons, etc. But, the organisation or application must do the advertisement with the product placement such that full buyers may be drawn who wish to protect sustainability. For product positioning, the customers need to be given proper awareness of how they can help support sustainability and protect the environment​​ (Aileron, 2011).​​ 

Sales estimates:​​ In the case of sales estimates, it is​​ stated that the sales projections are focused on​​ SmartRecycle application​​ in Australia, each year​​ the users, as well as the profit, need to be increased minimum by 20% because when the customers knew that there are benefits of the application, as its focus to clean the environment and work for sustainability by only giving the material, there can be the maximum customers​​ (Winston, Stevens, Sherwood, & Dunn, 2013).​​ 

Market segmentation and targeting:​​ For the​​ SmartRecycle application,​​ the young population can​​ be​​ targeted​​ as they use maximum applications, and they can feel interested in getting the points. Young people and college-going students can be attracted. However, old age people can also be drawn.​​ (Wrigley, 2014)​​ The users need to tell how benefits could be there. The market segmentation and targeting, there will be the customers who want to use the application and who have the awareness regarding​​ the services that​​ places​​ in Australia​​ can​​ be​​ protected​​ sustainability and how points can be added and they could use​​ the facilities from the​​ cafes, restaurants, shops, beauty salons etc.​​ (Daft & Marcic, 2010).​​ 

Advertising & Promotion (marketing mix):​​ SmartRecycle application​​ need to do the marketing and advertising, especially there should be efforts for the first year so that customers could know about the facilities that customers are given a unique​​ (Visser, 2013).​​ The SmartRecycle application​​ can target the potential customers through newspapers, social media advertisements, community awareness or sustainability awareness programs etc.

Pricing and distribution:​​ For the pricing and distribution to get the products for customer services, example points will be given to​​ famous Australian​​ places like​​ cafes, restaurants, shops, beauty salons etc.

Customer service policy:​​ For the customer service policy, the services that will be given to these applications' users will be the points that will add up and after collecting many points and providing the materials.

Operations and Technology

A sole proprietorship would be concerned with the​​ SmartRecycle application​​ in​​ Australian​​ businesses. However, there will be considerations of the business relationship with the other companies to create maximum points for the customers.​​ The location of the creation​​ SmartRecycle application​​ will be in the recycling industry of​​ Australia.​​ Technological aspects need to be considered because the recycling or mobile​​ application industry and​​ SmartRecycle application​​ in Australia are technology-oriented. However, it is noticed that the people, as well as the young generation of the country, is aware that how to use the technology and​​ when the users come to know that they are going to get the advantages from the technology as through giving the waste material they can get the points to utilize effectively. Most people learn to use the applications because there are benefits for all. Consequently, Australia's technological factors​​ are supportive; therefore, there are benefits for businesses​​ (Parsons & Maclaran, 2009).

Human Resources

Key employees:​​ The critical employees of the​​ SmartRecycle application​​ include the executive, functional managers, and the staff, also the suppliers, distributors that collect the material​​ (Simons, 2011). The workers would concentrate on the consumers, or the users are those who access the application and provide the content to use the points. The​​ SmartRecycle application​​ users are known as the company; they can also be involved in the staff because these people have their page or account.

Policies & procedures:​​ For the effective implementation of the HR policies and system, there will be a focus on workforce management, including recruitment, training, wages of staff etc.​​ (Mathis, Jackson, Valentine, & Meglich, 2016). A team that helps the company make more users can be given maximum benefits as they are given more points​​ (Gary, 2010).


Table 1: Project Budget

Capital Requirement






Owners' Investment (name & % ownership)



Your name & % ownership


​​ $ 1,000,000​​ 

Other Investor


 ​​ ​​ ​​ ​​​​ 50,000​​ 

Other Investor


 ​​ ​​ ​​ ​​​​ 200,000​​ 

Other Investor


 ​​ ​​ ​​ ​​​​ 3,000,000​​ 

Total Investment


​​ $ 4,250,000​​ 




Bank Loans



Bank 1


​​ $ 500,000​​ 



 ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​​​ -​​ 



 ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​​​ -​​ 



 ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​​​ -​​ 

Total Bank Loans


​​ $ 500,000​​ 

Startup Expenses






Capital Equipment List





​​ $  ​​​​ 200,000​​ 



 ​​ ​​ ​​ ​​​​  ​​​​ 500,000​​ 



 ​​ ​​ ​​ ​​ ​​ ​​​​ 100,000​​ 



 ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​​​ -​​ 

Total Capital Equipment


​​ $  ​​​​ 800,000​​ 







Advertising and Promotional Expenses





​​ $  ​​​​ 400,000​​ 



 ​​ ​​ ​​ ​​ ​​ ​​​​ 50,000​​ 



 ​​ ​​ ​​ ​​ ​​ ​​​​ 10,000​​ 

Other / Additional categories


 ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​​​ -​​ 

Total Advertisement and Promo expenses


​​ $  ​​ ​​​​ 460,000​​ 







Summary Statement






Sources of Capital



Owners' and Other Investments


​​ $ 4,250,000​​ 

Bank Loans


 ​​ ​​ ​​ ​​ ​​ ​​​​ 500,000​​ 

Other Loans



Total Source of Funds


​​ $ 4,750,000​​ 




Startup Expenses



Capital Equipment


 ​​ ​​ ​​ ​​ ​​​​ 800,000​​ 

Advertising / Promo Expenses


 ​​ ​​ ​​ ​​ ​​​​ 460,000​​ 

Total Startup Expenses


​​ $  ​​​​ 1,260,000​​ 


Implementation Timetable

Action Plan

















Action Steps

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

Week 7

Week 8

Week 9

Week 10

Week 11

Week 12


















Project briefing















Project title















Find an advisor or developer.






























Discussion with advisor















Idea brainstorming















Proposal submission















Component listing






























Implementation of App.































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    Available at: https://www.forbes.com/sites/aileron/2011/10/25/five-steps-to-a-strategic-plan/#3a632f7f5464
    ​​ [Accessed 28 September 2018].

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  • Dicken, P., 2011.​​ Global Shift, Sixth Edition: Mapping the Changing Contours of the World Economy.​​ s.l. Guilford Press.

  • Gary, D., 2010.​​ Fundamentals Of Human Resource Management: Content, Competencies And Applications.​​ s.l.:Pearson Education India.

  • Mathis, R. L., Jackson, J. H., Valentine, S. R. & Meglich, P., 2016.​​ Human Resource Management.​​ s.l.:Cengage Learning.

  • Parsons, E. & Maclaran, P., 2009.​​ Contemporary Issues in Marketing and Consumer Behaviour.​​ s.l.:Routledge.

  • Simons, R., 2011.​​ Human Resource Management: Issues, Challenges and Opportunities.​​ s.l.:CRC Press.

  • Visser, W., 2013.​​ Corporate Sustainability & Responsibility.​​ s.l.:Lulu.com.

  • Winston, W., Stevens, R. E., Sherwood, P. K. & Dunn, J. P., 2013.​​ Market Analysis: Assessing Your Business Opportunities.​​ s.l. Routledge.

  • Wrigley, N., 2014.​​ Store Choice, Store Location and Market Analysis (Routledge Revivals).​​ s.l. Routledge.



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