Name Rebecca Clark
NetID rcla497
Group Number: 264
Website Link: http://thehappyapp.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Johnnie Shubert Wednesday 12pm
Time Spent on
16 hours Word Count: 1646


The Happy App is targeted at those people who experience high levels of stress, that cause
them to be less productive, incur stress related medical costs and have negetive impacts on
relationships. The app is designed to work in the backgroud to identify your levels of stress
via mood sensor and voice recognition. Once stress levels have been identified as being
high, the app will automatically open and offer a range of services including; asking a
nominated facebook friend for help,a list of uplifting quotes, real-time counselling and a
selection of calming music and pictures. This app will cause users to feel calmer, be more
productive and cost the government less in stress-related medical costs.
3.1 Vision
To lower the stress levels of people around the world, at anytime, allowing them to feel
calmer, more productive and less of a burden to society.
3.2 Industry Analysis: Smartphone App Industry
Industry: Smart Phone App Industry. All apps that are avaliable for purchase from the
Google Play store or IPhone App Store.
Force: High/Low: Justification:
Buyer power: High There are new apps being loaded onto app stores
everyday, therefore consumers have a lot of
choice. On the 12
of May 2014 there were
1,208,201 apps avaliable on just the android
store, so there is definitely a lot of apps avaliable.
(AppBrain, 2014)
Supplier power: Low There are a lot of suppliers avaliable to create


apps, including organisations and computer
software. Therefore businesses have a lot of
choice when designing their app. (Dinesh, 2012)
Threat of new entrants: High It is fairly easy to enter the app industry as it is
easy to create an app. You can hire a developing
firm or do it yourself using a tool that creates it
for you. There is a lot of app developing software
available including app makr and game salad
which are free to use. (Dinesh, 2012)
Threat of substitutes: High As apps are new tecnology, consumers are able
to go back to the old way that they did things.
Therefore they don’t need the app, it is just more
convenient way of doing things. (Singal,N, 2012).
Rivalry among existing
High There are over 6 billion apps available for
download from app stores. Rivalry is high to gain
any type of market share, as there are big players
like gamloft, EA and Capcom. (Huffington Post
UK, 2013).
Overall attractiveness of the industry: The app industry is not very attractive as buyer
power, threat of new entrants, threat of substitutes and rivalry is high making it very hard to
compete within the industrty.
3.3 Customers and Thei r Needs
The target market for the “Happy App” is people who suffer from stress and anxiety. These
people tend to be in jobs that incur a lot of stress, need to adapt/change or an event has
caused them to stress. These people need to assess their lifesyle, including eating a
balanced diet and limiting consumption of caffeine, alcohol and cigarettes. Sleep, exercise


and taking regular breaks at work can also help. Listening to calming music, reminders of
what makes you happy and talking to either a professional or a friend are needs that are
included in functions of the “Happy App” which can also help to relieve stress. (Timothy
Rogge, 2011)
3.4 The Product and Service
“The Happy App” addresses the needs of stressed individuals in an attempt to decrease
stress levels. Once the app recognises that stress levels are unusually high it will offer a
number of stress relieving techniques. A list of calming music to listen to at your leisure, a
slideshow of pictures of “Your Happiest Moments”, acting as a reminder of what it is like to
be happy. The app can also ask a nominated facebook friend for help, as sometimes it can
be hard to ask for support, counselling is also readily available for when you need someone
to talk to. “The Happy App” offers stress relief when you need it, the features allow you to
de-stress so that your life doesn’t have to suffer.
3.5 Suppliers and Partners
New Zealand Association of councillors will be one of the suppliers for the happy app. They
will supply us with the councillors to make the real time counselling function possible.
Another supplier is Google Play/ Apple App Store who will list the app on their stores to
make it available for consumers to download.
Ministry of Health New Zealand would be included in the final design of the app to ensure
that it meets all regulations. It would benefit them in the future, as less people would need
to go through the health system for stress related medical problems. Facebook is another
example of a partner for the Happy App. They will allow the app to send messages via
facebook. In the long run users of the app may choose to join facebook to use this extra
function, this would benefit them.


3.6 Strategy: Cost Leadership
The Happy App is targeted at all people who encounter stress. As stress can be caused by a
job or event, most people will encounter stress in some form, sometime during their lives.
This means that the Happy App will be targeting a broad market.
To encourage consumers to download the app, and to decrease health costs to the
government for stress related medical problems, the app will be free. This is to prevent
consumers form spending money visiting a doctor and encourage them to try the app first
before going through the health system. Therefore making the cost strategy, Low Cost.
3.7 Value Chain Activity: Deliver the Product or Service
The most important value chain activity for this business is Deliver the Product or Service.
Once the app has been downloaded it works in the background measuring your stress
levels. Once it has identified that they are high, the app will be launched. It will also be
available to everyone for free on all phone compatible app stores, so that it is easily
accessed. Therefore the app is avaliable to everyone, anytime, even if it hasn’t been
downloaded yet.



3.8 Business Processes
3.8.1. STRESS LEVEL IDENTI FI CATI ON PROCESS – The app works in the background to assess
the stress levels of the user via voice recognition and a mood sensor. Once the app
recognises a dramatic change in your voice pattern and/or the tempreture of your finger
(Mood Sensor) it will launch itself automatically and offer a range of calming options. This
process is important, as it is one of the main reasons that consumers will download the app.
As humans, we may not be able to tell when we need help, therefore the app telling us we
do is a big help.
Mood Sensor
Senses Mood
Calm mood sensed
Stressful mood
App not launched
Calm tone of voice
Stressful tone of
App not launched App launched and
options are


The app asks the customer a few questions about why they think they may be stressed, then
tells the counselling center which type of stress this person is experiencing. They will then
match the customer with an appropriate counsellor. After the session the customer will be
asked to review how they think that session went and will tbe able to save the counsellor to
their profile, if they valued their help. This process is important as it provide accurate help at
anytime of the day, by allocating counsellors to specific types of problems, so that their
advice is more relevant to the customer.

Customer is
connected to
counselling centre
Customer is asked
questions about
their stress
Customer is
allocated to
Customer has
counselling session
Customer is happy
with counsellors
Yes No
Counsellor saved for
future use
Counsellor will not
be recommended


3.9 Functionalities
 Use to judge mood function
 Use to indentify voice irregularities function
 Use to connect to counselling center
 Use to internet chat function
3.10 Systems

3.10. 1. CUSTOMER TO COUNSELLOR ALLOCATION SYSTEM – This system supports the live
counselling connection process. It allocates a counsellor who is most experienced
according to the situation and type of person requiring help, to a counsellor who is more
experienced in this area. The specialisation that is given to every customer ensures that the
customer’s stress related problem is resolved. Allowing the customer to be calmer, more
productive and less of a burden on society.
3.10. 2. APP LAUNCH DUE TO STRESS SYSTEM – This system supports the Stress Level
Identification process, as the app will launch once stress levels are identified to have
increased. This is a reminder to the customer that the app is available anytime and an
indicator that they should have a break and possibly use some of the options suggested.
3.10. 3. COUNSELLOR EVALUATION SYSTEM – This system supports the live counselling
connection process. If a counsellor they have used previously was preferred by the
customer, they can be connected to the same person again. This is another form of
specialisation that the Happy App provides, allowing the customer to feel calmer, more
productive and less of a burden on society.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

To deliver
the product
or service
1. Stress Level
1. Use to judge mood function

2. Use to indentify voice irregularties
App launch due to stress

Stress monitoring system
Decision Support System

Enterprise Resource
Planning System
2. Live Counselling
3. Use to connect to counselling center

4. Use to internet chat function
Customer to Counsellor
allocation system

Counsellor evaluation system
Decision Support System

Customer Relationship
Management System


Stress related medical problems cause people to take time off work, feel unhappy and
neglect others. This causes them to become less productive, prone to anxiety and a burden
on soceity. With the use of IT, we can reduce health costs, increase productivity and socieity
as a whole will feel happier. “The Happy App”’s launch due to stress system, Stress monitoring
system, Customer to Counsellor allocation system and Counsellor evaluation system, all collaborate
to make the customer feel calmer, more productive and less of a burden on society. Along with “The
Happy App”, we can make society a “Happier” place.


1. Rogge,T. (2011). Stress and Anxiety. Retrieved from:

2. Huffington Post UK. (2013). How to make and app with zero experience. Retrieved
from: http://www.huffingtonpost.co.uk/2013/06/18/how-to-make-an-

3. Dinesh. (2012). How to build an IPhone app from scratch for non technical people:
Your quick and dirty guide. Retrieved from: https://www.udemy.com/blog/how-to-

4. Singal,N. (2012). Things your IPhone can replace. Retrieved from:
5. App Brain. (2014). App Brain Stats: Number of android applications. Retrieved from: