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Operations and Information Management

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DOI: 10.13140/RG.2.2.33644.80008

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 Operations and
Information Management
Business Process Models and strategy analysis
Open Source Software Comparison

Hussain Alsaffar

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Part A: Analysis – Business Process Models and strategy analysis

1. Business Process Models:

Strategic planning has been considered important by many companies in a wide scale questionnaire

that was conducted few years ago. It was argued that it helps markedly in improving the companies’

performance (Glaister & Falshaw, 1999). A good strategic planning is the one that links the long-range

goals with the mid-range and operational plans. To oversee, represent and reflect on the business

process, a “process model” is needed. Importantly it helps the business developer to look at “as- is

model”, the current processing state, and using it for development of “to-be model”, which shows the

future desired business process. That can be done by different methods and techniques.

Flowchart technique:

Business Process Diagram (BPD) which consists of flowchart, that is made of different

elements to illustrate the start and the end of the process, forms the standard business

process modelling notation as it was concluded by the working group of the Business Process

Management Initiative (BPMI) (White, 2004). The used elements contain: 1) data flow (event,

action and gateway), 2) connections (sequence, message and association), 3) partitioning

(pool, lanes), and 4) artifacts (data objects, groups and annotations). Figure1.

BPD for Jordon@TopDog business is illustrated in Figure2. While figure3 addresses Jordon’s

plan for the development of her business. Giving the complexity of business process modelling

(BPM), therefore, it is suggested to using both diagrammatic and tabular techniques to give a

better reflection (Damij, 2007). However, in this report only the diagrammatic technique used

since it is a small business with a sole trader and the process is not very complicated.

Agile business technique:

Flexibility and ability of respond to exogenous changes are thought to be necessary to reduce

the failure of BPM. That has to be through rapid and lean approaches (Badakhshan, et al.,

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 2019). Methodology of agility according to Conboy’s taxonomy of agility is focusing on

accepting change, learning from change and ensuring the component of those methods are

perceiving economy, quality and simplicity (Conboy, 2009). This model may help

Jordon@TopDog in dealing with environmental changes and challenges that could be faced

by the business. It certainly going to help adapting customer’s demands and requirements.

Having a software for example may facilitate the professionalism looking of the business by

opening a wider market through providing information, online bookings and payment.

Figure1. Different elements used in BPD for the Business Process Modelling Notation (BPMN), adapted from (White,
2004).

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 Client arrived Brushing
at the shop
Cutting

Improving Clipping
dog’s Client leaves
appearance Cleaning the shop

Bathing
Met by interested
Jordon to be Drying
served Yes
No Buying goods Styling
Eg. Collars, Pay cash
leads, toys No
Any other
services?
Dog Grooming Saloon

Client leaves
the shop
Introducing
other linked
services
Services
Linked

Residential Kennels Dog walkers Trainers Behaviourist Pet Photographer

Figure2, BPD of the current business using BPMN method (White, 2004) 4
 Website Buy goods
Create order Provide delivery details

Suitable time
Search available Provide personal
Book appointment appointments information

Brushing

Provide available Book Send Cutting

Jordan provides times slots, time slots
appointment notification
but when there is no available Improving Clipping
time slots, or the customer dog’s
does not find a suitable time appearance Cleaning
slot, a notification will be
made available for Jordon, so Bathing
she provides new time slots
Decide on interested
the needed Drying
service
No Buying goods Styling Was it an
Eg. Collars, leads,
toys Online order?

Renting space in
saloon
Provide service

Client leaves
Dog Grooming Saloon

the shop
Agent for
other
services

Cash only
if in shop Accept cash
Identify Process
payment
Sales

payment
method

Card payment Authorize 

Delivery

Deliver
institutions Services
Financial Linked

Pet Pay introduction fees

Residential Kennels Dog walkers Trainers Behaviourist Photographer

 Authorize
payment

Figure3, proposed BPD for Jordon@TopDog, using BPMN method (White, 2004)
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 2- Strategic analysis:

Different types of analysis can be used, including spreadsheet ‘‘what if’’ analysis; analysis of ‘‘key’’ or

‘‘critical’’ success factors; financial analysis of competitors; SWOT analysis and Core capabilities

analysis...etc.

SWOT analysis - Jordon@TopDog business

Strengths

Jordon is certified dog groomer with an excellent reputation; certification itself is a strength

as going through a certifying programme means education, learning, development, and

assessment, which on reflection, it leads to better skills that nurture the profession.

Furthermore, certification could give a better public image (Wright, 1997) which leads to an

indirect positive effect on the marketing and getting new customers. The excellent reputation

of Jordon King is an important factor for her corporate identity and further interactions with

the business network (Koporcic & Halinen, 2018).

Other strengths include a) existence of customers, since the business is already established,

b) Jordon’s desire to develop and adopt a better strategy to increasingly satisfying customers,

c) The introduction to several linked services is a good practice by Jordon. She is not working

in isolation. In fact establishing relationships (customer, provider and organisation), when the

limits and benefits are well understood, could result in an excellent service (Gutek, et al.,

2002).

Jordon’s Independence is another sort of strength, she decides on the suitable working hours

and having a freedom for making up own policies.

Weakness

Absence of booking or reservation system is a recognised weakness. Generally, bookings

especially through an online booking system, increases the operational efficiency and

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improves the service productivity (Schaarschmidt & Höber, 2017). Lack of records, to keep

track of the communication with clients who introduced to other services, is another

weakness.

Safety is an issue with the dog grooming service, despite that most of the dogs are trained but

there is always a risk that the groomer could be attacked (Grimley, 2018), (Fox, 2019).

Opportunities

Using online calendar and booking system that increases the visibility is going to help in

organising Jordon’s time, reducing time wasting and increasing productivity by winning more

business.

Providing more services may reduce the challenge with other competitors and perhaps

recruiting staff is another potential opportunity to expand the business and serve more

customers. Of course, creating a membership with rewarding scheme is another opportunity

to gain loyalty of customers.

Developing a friendly-user application for the smart phones, may encourage more people to

engage with the service. Presence of this company on Social media will increase the visibility.

Corporate blogs could attract more clients, in addition to building and maintaining

relationship with consumers (Anon., 2011).

Starting mobile grooming service, using little equipment but expanding enormously and

reaching out for people.

Franchising by building up a brand, then allowing new groomers to grow under

Jordon@TopDog’s brand.

Threats

Like any other business, there will be always a threat, in this case a presence of a competitor

can be considered as a threat, especially if they have a better marketing and reaching out to

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 more people. The current COVID19 pandemic is an example of a threat as the curfew and

lockdown that happened in many cities across the world, affected the business and customer

visits to shops. With the new international regulations for infection control, people must leave

a safety distance between themselves to reduce risk of infection transmission. Therefore,

minimising the number of people present at same place on the same time. Jordon’s business

venue is already a small saloon, that means only small number of customers can be served by

which much less profit.

References
Anon., 2011. E-marketers seek higher peaks: Companies want to expand their reputations through
online world. Strategic Direction, 27(3), pp. 12-15.

Badakhshan, P., Conboy, K., Grisold, T. & Brocke, J. v., 2019. Agile business process management: A
systematic literature review and an integrated framework. Business Process Management Journal,
pp. https://doi.org/10.1108/BPMJ-12-2018-0347.

Conboy, K., 2009. Agility from first principles: reconstructing the concept of agility in information
systems development. Information Systems Research, 20(3), pp. 329-354.

Damij, N., 2007. Business process modelling using diagrammatic and tabular techniques. Business
Process Management Journal, 13(1), pp. 70-90.

Fox, R., 2019. Tribune Chronicle. [Online]

Available at: https://www.tribtoday.com/news/local-news/2019/09/dog-groomer-attacked-by-pit-
bull/
[Accessed 5 11 2020].

Glaister, K. W. & Falshaw, J. R., 1999. Strategic Planning: Still Going Strong?. Long Range Planning,
32(1), pp. 107-116.

Grimley, N., 2018. WKBN. [Online]

Available at: https://www.wkbn.com/news/local-news/warren-groomer-attacked-by-
dog/1337183988/
[Accessed 5 11 2020].

Gutek, B. A., Groth, M. & Cherry, B., 2002. Achieving Service Success through Relationships and
Enhanced Encounters. The Academy of Management Executive (1993-2005), 16(4), pp. 132-144.

Koporcic, N. & Halinen, A., 2018. Interactive Network Branding Creating corporate identity and
reputation through interpersonal interaction. IMP Journal, 12(2), pp. 392-408.

Schaarschmidt, M. & Höber, B., 2017. Digital booking services: comparing online with phone
reservation services. Journal of Services Marketing, 31(7), p. 704–719.

White, S. A., 2004. Introduction to BPMN. IBM Corporation.

8
Wright, P. C., 1997. Certification A policy alternative for developing both traditional and emerging
trades and occupations. International Journal of Manpower, 18(3), pp. 248-262.

9
 Part B: Open Source Software Comparison Table
Open source is a software development model which uses programming codes that made available for everyone to use and modify. It differs from other
modelling or programming software by its freedom to modify and manipulate according to the individual or organisation desires (Negi, 2014).

Using Babar’s Comparison Framework (Stol & Babar, 2010), and some software package selection guidance principles (Damsgaard & Karlsbjerg, 2010) with
visiting both www.predictiveanalyticstoday.com and www.capterra.com websites for the comparison between different packages, the following table
provides a summary

Table1 Comparison between different open source software

X2CRM Odoo Anteil SuiteCRM Group-Office

Website address https://x2crm.com/ https://www.odoo.com/ http://www.anteil.com/ https://suitecrm.com https://www.group-
office.com/
What is best? Sales Integration of data Consolidated marketing Sales management Email calendar file
Marketing Automatic calendar material corporate and pipelines sharing address book
Record relationships Automated invoicing communications and calendar customer support tasks notes newsletters
Automated stock update portal
Website edition
Automation   No No No
Method Required skills  No  No No
user Intended users  No  No No
Integration Limited Integrating Limited Integrating but not Integrating
with social media
Compatibility Limited Compatible with Not compatible with Compatible with Compatible with
iOS/Android iOS/Androids. It is web-based iOS/Android iOS/Android
Safety / security accessibility and Database and password High-level security Secure Security groups are
control with user, security with staff access and used for granting access
team, role type system security.
security. Network defence
User scoring out of 10
Ease of use 6.3 7.2 9.5 7.5 8.7
Features and functionality 6.9 9.6 8.5 7.5 9
Advanced features 8.1 7.9 9.1 9.1 9.3
Integration 9.2 8.9 9.2 9.2 9.3

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Performance 8.6 8.6 9.1 9.3
Customer support 9.4 8.7 7.6 9.2
Implementation 9.6 7.0 9.4 9.2
Renew & recommend 7.9 7.5 9.4 9.2
Total score by users 8.3 8.2 9.1 8.6 9.2
License Open source Open source Open source Open source Open source
Pricing Subscription Subscription Subscription Subscription Subscription
Free trial Available Available Not available Available Available
Price Variable, depends on Free plan Free free Download $399
the project – - One app Add-on billing $199
Requiring calling and - Suitable for up to 50 users add on document $299
getting a quote - Cloud hosting online group office hosting
- USD 8/user/month $10/user/month
- Pay as you grow
- Implementation service
- Customization
- Support
- Enterprise USD 8/user/m
(minimum 5 users)

References
Damsgaard, J. & Karlsbjerg, J., 2010. Seven principles for selecting software packages. Communications of the ACM, 53(8), pp. 63-71.

Negi, D. S., 2014. Open source software using New GEN LIB: a case study of international management institutue Bhubaneswar. LIBRARY HI TECH NEWS, pp.
9-10.

Stol, K.-J. & Babar, M. A., 2010. A Comparison Framework for Open Source Software Evaluation Methods. Berlin, Open Source Software: New Horizons, IFIP
Advances in Information and Communication Technology.

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Part C- Consultancy Report
Overview of the current situation of Jordon@TopDog business
with proposed changes for further development

ID 00607517

12
Table of Contents
Part A: Analysis – Business Process Models and strategy analysis .................................................. 2

1. Business Process Models: ...................................................................................................................... 2

Flowchart technique: ................................................................................................................................. 2
Agile business technique: .......................................................................................................................... 2
2- Strategic analysis: ...................................................................................................................................... 6
SWOT analysis - Jordon@TopDog business............................................................................................... 6
References ..................................................................................................................................................... 8
Part B: Open Source Software Comparison Table ........................................................................ 10

References ................................................................................................................................................... 11
Part C- Consultancy Report ......................................................................................................... 12

Introduction – .............................................................................................................................................. 14
Current situation of Jordon@TopDog ......................................................................................................... 14
Conclusions and Recommendations ........................................................................................................... 16
References ................................................................................................................................................... 17
Part D- Reflection on my own contribution to the online discussion .... Error! Bookmark not defined.

13
 Introduction –

With modernisation and globalisation there was an increase in number of pets at each household. Recent

report (2019- 2020) conducted by the American Pet Products Association (APPA) indicated that 68% of US

households own a pet. 63.4 million US households own a dog. The number of owned dogs in the US is 89.7

million (Brulliard & Clement, 2019). The total US pet industry expenditure had risen from $48.55 billion to

$75.38 billion over 10 year period between 2010 to 2019 (Anon., 2020). With that, the number of groomers

had increased and showed more interaction with the society. For example, during the 2018 USA Expo, the

number of attended groomers reached nearly 5600, whereas 30 years ago, only 350 showed up (Brulliard,

2018). As the industry is growing, Jordon@TopDog business is also aiming to develop, expand and grow.

One of the major challenges faced by businesses these days is how to keep up with the rapid development

in the industry? How to ensure that business processes are efficient and productive. Of course, with the

innovation of management software, businesses moved towards Customer relationship management (CRM)

programmes that enable engagement and building stronger relationship with customers, especially by small

businesses, or using enterprise resource planning (ERP) that integrate with the company’s data, applications

and resources, to improve the customer services. This system is characterised by facilitating data as it gets

entered only once, but then it becomes available for different applications.

Current situation of Jordon@TopDog

Considering the earlier performed SWOT analysis, we need to work on maintaining the strengths, invest in

modifying variable factors to overcome the weakness, protecting the business as much as possible from

threats and planning to achieve the opportunities.

The business is not using technology, with absence of essential elements for a modern business such as

booking system, online payments, financial management application and a website, associated with lacking

communication tracking. Saying that, but with Jordon’s good spirit and desire to develop the business, and

the availability of many options to choose from, there is an enormous chance to enter new markets, and

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making a better profit with better time management. Technology could play an important role here, it gives

strength and stability, by which getting a platform for companies to stand on and compete with other

competitors in the market.

The earlier drawn BPMN can be used as a foundation for the digital platform as a start point.

Undoubtedly, there is a massive increase in the penetration of social networks sites (SNS) into everyone’s life

(Rekhter, 2012). So far Jordon has not experienced marketing for her business using SNS. Blogging for

example, will engage and attract more customers, but also it contributes into information, knowledge, and

relationship management. Blogging can be a good way to address people’s concerns, educate them and

discuss rumours if any (Anon., 2011). Having a website can be also beneficial for reaching out. The same

website can be used for online booking, which some small businesses managed to increase their revenues by

120%. No just that, other benefits of online booking could extend to saving on admin time, arranging booking

even in the out of hours by which getting more customers. A lot more of facilities can be added. Open source

software can be a solution, as some customer relation management (CRM) systems integrates the booking

with clients’ calendar and so on. Online booking effect can even be maximised if it is linked with social media

handles (Turner, 2020).

Utilising data correctly is exceptionally important for business’s growth, especially in the technology era,

where the big data had played an amazing role by making managers more informed on what is going on with

their business operations, supply chain processes, staff performance and customers’ behaviour (Rialti, et al.,

2019). Therefore, there is more interest in big data analytics to increase the organisational performance

(Rialti & Marzi, 2020). It is very important to work on the data collection and analysis as information-based

economy has shown a great significance (Karmarkar & Apte, 2007)

The comparison between different open source software packages that was performed earlier, showed a

variety of features and difference in pricing plans. All the software packages do need subscription, however

the software itself can be provided for free by Antel and SuiteCRM, whereas there is a payment for the

download of the software of the others. The highest users’ score among this group was given to “Group-

15
Office” with a total score of 9.2/10, reflecting on a great customer satisfaction. Since we talked about the big

data and its importance, then we should look for a software that can analyse big data and on the same time

integrates with company’s resources.

SuiteCRM is excluded despite its availability for free because it does not integrate with social media when

the plan is using social media. In addition, it scored the lowest for customer support, indicating troubles with

maintenance.

Comparing “Group-Office” software with “Odoo”, the highest scored for the features and functionality, the

latter’s enterprise pricing requires paying for at least 5 users. However, Jordon is working on her own for

now.

Yet, there is still some cost for buying the OSS with special customisation, but overall, there is saving for the

businesses, that occur by saving on money, time and efforts (Rockwood, 2016). As an example, Microsoft

Office can be replaced by workstation containing easy to use office application with more features through

free open sources software eg. LibreOffice or OpenOffice. Same principle can be applied here to meet with

Jordon’s development plans. Instead of buying different systems, one for booking, one for online payment,

one for records, …etc. All of those can be developed as applications on the same platform by having one OSS

such as Group-Office.

Conclusions and Recommendations

The internal and external analysis that was conducted earlier, indicates a great opportunity for

Jordon@TopDog to grow. I recommend recruiting one or two assistants to help and reduce the workload.

Considering membership scheme with a loyalty programme to attract more customers.

Jordon@TopDog should invest in technology, to facilitate the business growth and expansion. Buying a

“Group-Office” as an open source software (OSS), may work better for the company. I acknowledge there is

a payment for downloading the software and extra payment for the add-ons. However, the excellent

reputation of this software with the high rating of users regarding “customer support”, encourages us to buy

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this software. In addition, this software does not need highly skilled people and specially trained staff to run

it, which is an advantage. The applications needed by the company are integrated through this software, it

provides calendar, address book, tasks, notes, newsletters, helpdesk, projects, online payment and billing,

keeping business accounts, …etc. All can be synchronized with mobile devices, as it is compatible with

Android and iOS. Fully customisable, Jordon@TopDog can use its own server, or save in a cloud. Security is

high and data are protected. There is a team of programmers who are happy to help.

Jordon with her excellent reputation should continue protecting this great public image, and to start a brand

based on the reputation, as that will give the business better visibility and that will increase the business

value and generating more customers, whether by creating a new brand or by acquisition. The brand has an

impact on marketing and sales of products, creating emotional connect with customers and create some

loyalty (Lake, 2020).

References
Anon., 2011. E-marketers seek higher peaks. STRATEGIC DIRECTION - Emerald Group Publishing Limited,
27(3), pp. 12-13.

Anon., 2020. Insurance Information Institute. [Online]

Available at: https://www.iii.org/fact-statistic/facts-statistics-pet-
statistics#Number%20of%20U.S.%20Households%20That%20Own%20a%20Pet,%20by%20Type%20of%20A
nimal
[Accessed 7 Nov 2020].

Brulliard, K., 2018. The Washington Post. [Online]

Available at: https://www.washingtonpost.com/news/national/wp/2018/11/23/feature/wash-rinse-blow-
dry-bark/?itid=lk_inline_manual_2
[Accessed 7 Nov 2020].

Brulliard, K. & Clement, S., 2019. The Washington Post. [Online]

Available at: https://www.washingtonpost.com/science/2019/01/31/how-many-americans-have-pets-an-
investigation-into-fuzzy-statistics/
[Accessed 7 Nov 2020].

Karmarkar, U. S. & Apte, U., 2007. Operations Management in the Information Economy: Information
Products, Processes, and Chains. Journal of Operations Management, 25(2), pp. 438-453.

Lake, L., 2020. Small Business. [Online]

Available at: https://www.thebalancesmb.com/why-is-branding-important-when-it-comes-to-your-

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marketing-2294845
[Accessed 7 Nov 2020].

Rekhter, N., 2012. Using Social Network Sites for Higher Education Marketing and Recruitment.
International Journal of Technology and Educational Marketing (IJTEM), IGI Global, 2(1), pp. 26-40.

Rialti, R. & Marzi, G., 2020. Agility Through BDA and Ambidexterity: Some Empirical Evidence from
Managers’ Experiences. In: Ambidextrous Organizations in the Big Data Era. Cham, Switzerland: Palgrave
Pivot, p. 69.

Rialti, R., Marzi, G., Ciappei, C. & Busso, D., 2019. Big data and dynamic capabilities: a bibliometric analysis
and systematic literature review. Management Decision, 57(8), pp. 2052-2068.

Rockwood, K., 2016. Inc. Magazine. [Online]

Available at: https://www.inc.com/magazine/201604/kate-rockwood/adopting-open-source-software.html
[Accessed 7 Nov 2020].

Turner, S., 2020. Webflow Blog. [Online]

Available at: https://webflow.com/blog/online-booking-system-for-businesses
[Accessed 7 Nov 2020].

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