This journalistic summary explains how the business plan, Devine Solutions – Innovating Mobility, promotes smart phone applications for small businesses in the health care, travel, and spa industries. These applications incorporate a user friendly interface that enhances the user's experience.

1. Devine Solutions Background
The company’s mission is to serve small
businesses by creating applications and
Websites for mobile devices that integrate rich graphic
design and new technologies. These applications and
Websites allow businesses to communicate worldwide thru
their rich graphic displays. Devine Solutions uses software
tools to meet the needs of the client’s it serves. The company
uses design thinking to innovate the design of its mobile
products and services. The construction of text on a Website
and the style of the graphic used by the artist communicates
meaning and sends a non-verbal message to the end
user. The company’s ongoing design process includes its
clients, internal/external stakeholders and the surrounding
environment. Consumer research and surveys into consumer
preferences for icons, colors, and an easy to use graphical
interface are part of the design process to create each
client’s mobile applications and services. Integrating new
technologies with graphic media innovates the design of each
mobile application and Website and creates a competitive
advantage for each small business the company’s serves.
Start-up Overview
Devine Solutions is a Limited Liability Company (LLC).
There are several advantages to incorporating Devine
Solutions as a LLC. First, this permits the company to have
a tax structure so its income or loss can be declared on the
owner’s personal tax statement.1
Second, it provides the
owner with limited liability. Third, the LLC structure allows
additional members to be added and there is no restriction
concerning the number of members a LLC can have. Fourth,
LLC’s permit all owners of the business to have 100%
participation in the business. LLC’s do not restrict members
to being United States citizens or possessing residency status
and this form of business allows persons who are not U.S.
residents and corporations to invest in the company.1
Fifth,
the company can create an operating agreement that is
tailored to the needs of the organization. Devine Solution’s
tailored operating agreement is written to facilitate the
company’s development of customized applications and
Websites for small businesses.1
Location and Facilities
Devine Solutions has the opportunity to market the
company’s services to a target market of 35,096 businesses
that is segmented into the health care, spa, recreation, and
travel industries. Devine Solutions will start as a home
based service offering Web based mobile services to small
businesses in the Miami, Fort Lauderdale, Pompano Beach
Metropolitan Area. The requirements to start this business
are a dedicated digital subscriber line that can transmit
both data and voice, computer, mobile phone, and office
space. A Web hosting service that provides the capability to
store and transfer large files for the entrepreneur’s Web site
Devine Solutions
Innovating Mobile Solutions
For small businesses in the health care,
spa, recreation, and travel industries
By Maryanne Devine

2. is also required. Capital equipment consists of a desktop
computer with a two terabyte hard drive and a laser printer.
Receptionist services will be leased for answering phone
calls, booking appointments, and forwarding calls. When
additional office space is required for office meetings, the
conference space will be rented from local sources.
Product Description
Devine Solutions products and services target small
businesses who desire customized mobile business
applications and Web sites. The company’s goal is to
create superior and user-friendly mobile applications and
Websites for small businesses that increase their brand
awareness, revenue, and efficiency. Devine Solutions boosts
the brand awareness of their client’s products and services
by exposing them to a wide audience of mobile handset
users. The company’s customized applications and Websites
create efficiencies by making available to small businesses
computing capabilities that were once only accessible to
the business owner on their personal computer located in
their office. These customized mobile applications and
Websites create ubiquitous connectivity in real time with
small business’ employees and customers. The applications
and Websites also allow small businesses to quickly track,
retrieve, access, store, and process information located in
centralized or multiple locations via the Internet.
The company’s software programmers and graphic designers
who create mobile applications and Websites use the
company’s design precepts that take into consideration the
features of the mobile device such as its smaller screen size,
operating system, camera, and global positioning system. A
key element of Devine Solutions design process for each new
application or Website it creates, is the seamless integration
of a mobile device’s visual display with its application and/
or Website. Design thinking is a tool that can be used to
innovate the design of a business’ products and services.
The company’s design process a product or service is an
ongoing process that includes the surrounding environment.
The company’s design process integrates rich graphic
content with hypertext markup language (HTML), portable
document format (PDF), or joint photographic experts
group (JPEG) file formats.
5k Race
BaseballRecreation
Jogging
Team
Events
Team Events
Maps
Golf
Parks
Shutterstock.com Credits :: PILart

3. Competitive Advantage
Devine Solutions integration of new technologies
allows the company to innovate its own processes
and design new products and services that create efficiencies
and enhance the productivity of the small businesses the
company serves. Devine Solutions understands the needs
its clients in the health care, spa, recreation,
and travel industries; therefore, it has
a competitive advantage over
its competitors who do not
specialize in these industries
or mass produce generic
applications and
Websites. Devine
Solutions will compete
with its competitors
using incremental
innovation by
combining current
industry ideas and
services with recent
innovations to create
new services. The
company believes
incremental innovation
can be used to create a
competitive advantage
and results in new
solutions that will make
it a tough competitor in
the mobile service industry.
Continuous incremental innovation
requires constant brainstorming to
generate new possibilities. The company
brainstorms by networking with external and internal
stakeholders, it clients, and potential clients that visit its
Website. Creating a platform that allows a community
of creative professionals to communicate results in a vast
treasure chest of experience that can help the fledgling
entrepreneur generate and refine existing ideas. A
community of creative professionals results in more creative
synergy and generates more entrepreneurial ideas. These
visitors to the company’s Website are not only potential
clients they are also a source of creativity. The critiques
of the company’s products and services by visitors to the
Website ensure the company continues to provide superior
products and services its client’s value.
Company Market Summary
The company’s market consists of small businesses
and targets four market segments, which are the
health care, spa, recreation, and travel industries.
Using standard market research allows the company
to create a strategy that captures one percent of the
market share in the Miami, Fort Lauderdale, Pompano
Beach area. For these small businesses, the trend in usage
of mobile devices has shown a steady increase in both
the adoption rate and usage. According to Jeffrey, small
businesses are incorporating mobile devices into their
business model making frequent use of them on “an average
of 21 times per day to run their business”. 2
Approximately
37% of small businesses own smart phones and their usage
of iPads is now quadruple what it was in 2011.
The health care, spa, recreational, and
travel industries will believe in
the services Devine Solutions
offers because they
incorporate value-added
mobile technologies
that are popular with
Americans. Some
popular technologies
are location based
technologies
that use maps,
embedded cameras,
Internet browsers
and e-book readers
for mobile devices.
These and other
technologies will
be embedded into
Devine Solutions
Websites and
applications for the
health, spa, recreation,
and travel industries the
company serves.
Small businesses are finding they
need to provide their customers information
quickly and serve them, wherever they are located. The
company’s customized applications and Websites add
value by creating efficient business processes, enabling
ubiquitous communications on the Internet, and embedding
rich graphics and content into each design to create a
recognizable brand name for small businesses that want
to become known globally on the Internet. The company
guarantees the value of its
services by agreeing to refund
10% of the purchase price if the
client can find another business
that offers the same value
added service for 10% less than
Devine Solutions. The company
decides how to position each
new product in the marketplace
based on how it compares to
similar products designed for the
same industry.3
For example,
telemedicine applications are
higher in price and require a
high level of technical expertise
to develop and integrate
innovative technologies into the
application.
Shutterstock.com Credits :: Petrov, Pantelimon

4. Shutterstock.com Credits :: Maxx-Studio

5. Company Brand Promise
Devine Solutions maintains its competitive
advantage by offering services that combine media
art and technology to add value and fulfill the specific
needs of each business it serves. The company’s
application and Web design services can
create a positive brand image for
each small business it services
by providing value-added
services. Applications
and Web design
services offer
value to their
small business
customers
because they
can be used
to sell ideas
or deliver
information
to online
users. A
well-
designed
Web site
will create
a positive
brand image
for a business,
which can
be promoted
worldwide.
Value does not mean a costly design. Value is created by
offering Web design services, which are a notch above
the competitions. Business to business customers make
decisions based on how the purchase will add value to the
business. Web site design services, which focus on building
personal relationships with the business’ partners, clients,
and other stakeholders will help the small
business owner be successful. Smart
businesses make themselves
knowledgeable on the
features, benefits, and
value of a purchase,
prior to making it. To
reach this audience,
the Web design
service must
educate small
businesses on
the quality of
their services,
which add
value to the
business.
This value is
driven by a
Web site that
is designed
with superior
content, easy
to use graphical
interface, and
multi-media where
appropriate.
First promise is
to provide unique
services that create
new possibilities using
novel approaches
that differentiate the
company from its
competitors.”
Second promise is
to create compelling
business applications to
allow small businesses
endless opportunities
that keep pace with the
changing dynamics of
new technologies.
The mobile service’s
third promise is to earn
its credibility by making
itself known as having a
staff of experts who have
keen insight into mobile
technologies that create
value added mobile
applications small
businesses can trust.
Devine Solutions Three Brand Promises
Shutterstock.com Credits :: Olechowski

6. Health Care Industry
Trends in usage for mobile devices by the health care industry
show increasing usage. The health care industry for 2015
breaks down demand for mobile health care applications as
follows, paid downloads 14%, transactions 8%, advertisements
1%, device sales 30% (applications are included with the smart
phone purchase), and services 46%.4
Mostof the mobile health
applications available today provide reference information
on health issues.5
Research also reports that 78% of mobile
phone users make online queries to access health information
and health care services.6
For health care innovative design
processes create applications that use leading technologies
such as holograms and telemedicine. For example, the
company combines new technologies to create innovative
services such as health care telemedicine technologies with
3D images using holograms that result in applications for
physicians in remote locations.
Spa Industry
According to the International Spa Association (ISPA), for
spa-goers, approximately 85.9% of clients frequent spas
because they believe it benefits “their overall health and
wellness” (p. 4).7
The three primary factors that influence
a client’s return to a spa are the cleanliness, quality of the
treatment rendered, and value-added services provided by the
customer service staff. Statistics also show spa-goers are more
likely than non-spa-goers to exercise, receive spa treatments
at home, and take vacations. The ISPA reports, 44.4% of spa-
goers go to a fitness facility to exercise vice 18.4% of non-spa-
goers.7
Approximately 44.4% of spa-goers have spa treatments
at home vice 5.4% of non-spa-goers. Spa-goers also enjoy
vacations with approximately 54.8% of them taking a vacation
versus 31.9% of non-spa-goers.7
Consumers want to buy
products they believe have superior value to similar products.
The mobile service can help a company brand its products and
services it provides such as massages, hair care, and manicures
by creating mobile Web sites and software advertisements that
are keyed to the spa’s clientele.
Recreation Industry
For recreational activities, the U.S. Census Bureau reports
for persons over 18 years of age about 52.8% engage in some
form of exercise.8
The exercise activities most engaged in are
sports: 26.3%, outdooractivities: 28.2%, and gardening: 41.6%.
Recreational centers brand themselves as improving the
health of members and will be targeted by Devine Solutions
as part of a marketing campaign that is combined with the
health care and spa industries. This campaign will promote
customized applications and Websites that help owners of
small business fitness and recreational centers advertise and
provide their clients fitness applications they can download
or access on the small business’ Website.
Shutterstock.com Credits :: Lightspring, Bandivskyy
Shutterstock.com Credits :: Sorin
Shutterstock.com Credits :: Sorin

7. Travel Industry
Travel, services are in high demand resulting in a 1.9
billion dollar business and this business consists of U.S.
and international travelers who spend an estimated
$233 billion on trips (U.S. Travel, 2011). The travel
industry is rated as one of “the top 10 industries in 48
states and D.C. in terms of employment”.9
This industry
is dominated by small businesses with about 99.5% “of
travel industry firms with 500 or fewer employees” (p.
1).9
For travel, technologies that allow users to write
on the tablet and have their handwriting converted to
type is a boon for businesses that want mobility and do
not want to transport pen, paper, and other computer
peripherals, such as printers. The larger screen size
of a tablet makes this device an excellent choice for
displaying spreadsheets, charts, presentations, e-books,
and word documents that can be used by a business
to make decisions while traveling locally or to distant
locations. The company will design mobile applications
for business travelers who travel to conferences or
geographically distant locations for business. These
applications will help business travelers connect with
other conference attendees and make reservations for
hotel, car, and air travel. Business travelers will also be
able to document business expenses, take notes, update
travel itineraries, and perform other office functions
using their mobile devices.
The opportunity exists for online travel services to
use the company’s mobile services to act as a travel
concierge. Once the mobile travel service becomes
viable, the company can offer these services to other
industries such as information technology, retail,
and manufacturing. The mobile travel service can
extend the concierge service to provide services for
sightseeing and shopping while the conference attendee
is at the event. These concierge travel services will
offer travel applications for visits to parks and other
recreational locations using location-based technology
with interactive tours to guide visitors.10
Concierge
services will offer a mobile teleconferencing option
for conference participants in remote locations, who
cannot attend the event at the designated geographic
location. The company will also offer customized travel
Website services for mobile devices. These customized
Websites are designed to fit emulate desktop computers
and fit the smaller screen size of a mobile device.
These mobile Websites will help travel businesses sell
their services and book travel arrangements for business
travelers prior to and while they are traveling enroute to
their next destination.. Customization allows the small
business to pay only for the design services they need.
Shutterstock.com Credits :: 3DDock

8. Smart Phone Survey Analysis
Analysis of Devine Solutions’ smart phone survey
results show that smart phone users want icons,
which facilitate use, learning, and accessibility of
their applications on their smart phones. It was noted
that survey participants favor the use of icons for
all questions, except for the spa. There is evidence
this may be the result of the gender mix, which is
68.5% male for the survey population. This survey’s
smart phone users as a group consists of a population
with more males, who are more educated, and are
between the ages of 30 and 60. Approximately 96.6%
of participants in the smart phone survey were in the
30 to 60 year age group versus 48.7% of the general
population. The survey participants educational levels
also differed from the general population using survey
results from U.S. Census Bureau research conducted in
2009 that was published in 2012 (U. S. Census Bureau,
2012). More than three times the number of smart
phone survey participants attained a graduate degree,
30.8% when compared to the general U.S. population of
9.2%. Approximately 39.7% of the survey participants
have an associate or bachelor’s degree compared to
25.3% of the general population. The survey’s results
show slightly less participants with a high school degree
22.6% than the U.S. population of 25.6%. Overall the
smart phone participants are more educated than the
general U.S. population.
Smart phone survey results provide nine key pieces of
information that will be used to design the company’s
applications and mobile Websites. First, icons are the
preferred method of accessing applications. Second,
the majority of smart phone users prefer to have
their most used applications appear automatically on
their home page. Third, smart phone users believe
that icons, which visually change when updates to
their collection of books, music, etc. are discovered,
will enhance their smart phone usage. Fourth,
customized icons enhance the user’s ability to use
mobile applications and perform tasks. Fifth, icons
on smart phones help users to learn faster how to use
mobile applications and Websites. The key pieces of
information for items six thru nine show that smart
phone users want personalized icons for travel, spa,
health, and recreation applications. The smart phone
survey’s findings show Devine Solutions must design
and market icons that meet the end user needs. The
survey results provide evidence that user preferences
are linked to their activities and gender.
Smart Phone Survey Icon Preferences Agree Neutral Disagree
Q2: Frequently used applications that appear automatically
on your home screen are more accessible
73% 21% 6%
Q3: Smart phone usage is enhanced by icons that visually
change when updates to a users collection are discovered
80% 15% 6%
Q4: Customized icons enhance the user’s ability to use mo-
bile applications or perform tasks
61% 32% 8%
Q5: Icons on smart phones help users to learn how to use
mobile applications and Websites quicker
71% 19% 10%
Q6: Personalized icons for travel applications make the ap-
plication easier to use for the traveler
66% 27% 8%
Q7: Personalized icons for spa applications make the appli-
cation easier to use
39% 47% 14%
Q8: Personalized icons for health applications make the ap-
plication easier to use
67% 26% 7%
Q9: Personalized icons for recreation applications make the
application easier to use
65% 30% 5%

9. Shutterstock.com Credits :: iQoncept

10. New Product Launch
Devine Solutions carefully plans each new launch to includes
it timing with other publicity events to ensure its gets the
best coverage possible. Planning the launch of a new product
involves many details such as staffing, equipment, public
relations events, and a promotion party. Each launch is
different, since a different product is being marketed that has
different characteristics and appeals to a different set of small
businesses. For example, telemedicine applications appeal to
the niche market of small businesses that specialize in health
care services. For each launch, marketing develops a plan to
introduce the mobile application into the market place. The
company makes contacts with both current and potential
clients to get a feel for their level of interest in the product
prior to the launch. Applications that undergone extensive
market research, prior to their development, with additional
research prior to the launch have a high probability of being
successful in the market place. Devine Solutions thoroughly
researches its plan for launching all mobile applications
and Websites. The company believes its research will help
guarantee its success in the market place.
Future Products and Services
The security of a mobile platform is important to small
businesses. In its second year of operation the company
plans to add enhanced security features for Web sites and
publishing services for trade magazines and journals. The
mobile service will develop enhanced security programs with
text alerts that let businesses know when hackers are trying
to compromise a Web site, account, or mobile device.11
In
the third year of operation the company will offer online
publishing services to clients. Publishing services will
include newspapers, trade publications, and journals. First
time users of the publishing service will have the option of
buying a discounted application for viewing the publication
on multiple mobile devices. Offering these enhanced
services allows the company to increase the size of its target
market to include retail stores that specialize in health
and personal care, cosmetics, beauty supplies, perfume,
supermarkets, sporting goods, and hobby stores. New
products will also be developed to support new technologies
such as near field communication to enhable mobile devices
to make wireless payments for goods and services.
Shutterstock.com Credits :: iQoncept

11. References
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True, & J. Lamar, Eds.). Mason, Ohio: South-Western.
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Trendslide.com Web site: http://www.trendslide.com/blog/small-business-mobile-usage-info-
graphic/
3. Grewal, D., & Levy, M. (2011). Marketing (2nd ed.) (Doug. Hughes, Ed.). New York: McGraw-
Hill/Irwin.
4. Williams, A. (2011). 3 mobile health care apps that leverage the cloud. Retrieved November
7, 2011, from Read Write Cloud Web site: http://www.readwriteweb.com/cloud/2010/11/3-mobile-
healthcare-apps-that.php
5. Dolan, B. (2011). Number of Smartphone health apps up 78 percent. Retrieved November 7,
2011, from Mobi Health News Web site: http://mobihealthnews.com/9396/number-of-smartphone-
health-apps-up-78-percent/
6. Fox, S. (2010). Mobile Health 2010. Retrieved from Pew Internet Web site: http://pewinternet.
org/~/media/Files/Reports/2010/PIP_Mobile_Health_2010.pdf
7. ISPA. (2011, p. 4). ISPA 2011 U.S. SPA Industry Study. Retrieved April 1, 2012, from ISPA Web
site:http://www.experienceispa.com/education-resources/publications-courses-studies/industry-
research/
8. U.S. Census Bureau. (2008). Table 1238. Attendance/participation rates for various leisure
activities:2008.Retrieved April 11,2012,from U.S.Census BureauWeb site:http://www.census.gov/
compendia/statab/2012/tables/12s1239.pdf
9. U.S.Travel Association.(2011,p.1).U.S.travel answer sheet.Retrieved April 11,2011,from U.S.
Travel.org Web site: http://www.ustravel.org/sites/default/files/page/2009/11/USTravelAnswer-
Sheet.pdf
10. Smith, C. (2011). What are you doing? Retrieved December 13, 2011, from CNR.NCSU.EDU
Web site: http://cnr.ncsu.edu/rrs/pdfs/MobileApp_Examples_CSmith.pdf
11. Fifth Third Bank. (2011). Mobile banking experience. Retrieved December 1, 2011, from Fifth
Third Bank Web site: https://www.53.com/mobilebanking