Digital Entrepreneurship and Innovation
Q1. ANALYSIS and DESIGN 9 points
YBR Case
YBR is a pre-school daycare center in a small city. It provides full daycare for children aged 2 through 5 and is licensed to have up to 30 children at any time. There has been a reduction in demand for full-time day care services as many parents are staying at home during the Covid-19 pandemic (e.g., reduced work hours by their employers or employees working from home). The same daycare center is seeing opportunities to support many students who are aged between 6 and 10 who must stay at home while schools are partially closed, and parents want their children to get some face-to-face tutoring services in math, languages, and science subjects.
YBR can accommodate up to 30 students aged 6 through 10 if they can recruit the tutors needed and pay them by the hour to provide these services at the daycare facility. If new students are accepted for tutoring services, parents pay for the services monthly, and these services can be renewed or stopped depending on customer need and tutor availability. Given the temporary nature of this type of service, YBR wants to use online operations to provide this service, except for the actual tutoring itself, which is done on its premises.
YBR decided to use the following service interactions with potential parents and tutors.
It will promote the new program to the current parents who enroll their children for their own older children.
It will ask some parent advocates to provide reviews of YBR’s services, so it can use them in their promotion to new parents.
It will share the information with school districts who teach older students, so that they can provide this information for the parents of these older students.
It will also ask the school districts to promote the program to their teachers, so they can consider tutoring some of the students at YBR or recommend good students who may be candidates for tutoring.
When parents access the online portal, they are provided the subjects the YBR is offering tutor services for, the time, and the number of places available.
YBR provides information on the security precautions it takes and that it expects the students to take when they come for tutoring service.
When tutors inquire about providing support, YBR provides information on the subjects they need, the time, and how many students they have to tutor.
The tutors are provided with the pay rate per hour and the minimum number of hours that they need to tutor.
YBR provides information on the security precautions it takes and that it expects the tutors to take when they come to provide the tutoring service.
Parents pay for the tutoring once every two weeks, and tutors are paid once every month.
A survey is sent to both parents and tutors regarding their experience and if they want YBR to use them as potential advocates for the service YBR provides.
Convert the service interactions into service modules. Identify specific operations you would perform and who you would partner with to support each of these modules. 3
Of these service interactions, identify two that are static and discuss how you could make them dynamic. How does this change impact your back-end operations, and what insight will you generate from such a change in the interactions? 2
What data aggregates or categories would you need to support each of these modules? 2
What technology interface would you suggest (as a part of the digital platform) to interact with your partners?
Q2. Evaluation 6 points
2.1 OO optical, a soft contact lens manufacturer and distributor, custom develops lenses based on customer needs, by considering their age and color preferences. It decided to provide a web portal or mobile app-based interface to seek information from the customers and prepare orders for contact lenses.
What two metrics would you use to track the customer’s journey, and what insight do they provide? 2
2.2 SEU is an electrical energy producer that wants to work with its energy customers to plan their energy use with a mix of energy sources (solar, wind, electric, etc.) based on their location and projected demand at various times of the year.
To provide this service, it solicits information on customers, their energy needs, and their preference to use different energy sources (one or more). Based on this information, it interacts with different energy producers to get the cost of the energy they provided per month, so that SEU can share it with the customer. Based on this, customers can alter their mix to meet their demand and price constraints.
What two metrics would you suggest (or what analysis would you do based on the data gathered) so you can analyze the energy use of customers as a whole and help SEU develop its future strategy on mixing energy sources? 2
2.3 CNN bank introduced home banking services using a mobile app. It helps customers obtain information on their account, scan checks for deposit, and transfer funds 24 hours a day. It wanted to gather intelligence on customers who are using banking services besides their actual mobile app transactions.
What two metrics would you use (or what questions would you like to ask) to gather intelligence on customers and how would this help gain insight to improve your mobile app services?