Individual Project 2 - Arroyo
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1 Assignment 2: ConfiDens Analytics Situation
Jesus Arroyo (2023953) BUSI 660
–
Winter 2023: Small Business Management Instructor: Bocharov, Artem University Canada West January 30, 2023
2 Executive Summary In this assignment, we will focus on the current situation of a Toronto-based company, ConfiDens. They had been addressing the problem of finding an excellent location for new dental care with data analytics, providing a report based on the demographic information gathered in particular zones by Google Maps and other tools. Sara and Abdullah aim to help the dentist because she is a professional dentist and knows the struggle of their colleagues. Canada has seen population growth during the last decade, and more dental practitioners are often needed in rural and city spaces. The company faces a challenge in showing the goodness of its practice to dental care investor who regularly has a tight budget. Including the added value of their service might be difficult if they do not get popularity like at this moment, facing growth organically by mouth-to-mouth recommendation. There are many challenges and opportunities for this technological company and its industry. However, Sara and Abdullah are aware of their limitations and expect to work harder to pursue the dream of their own business running in the big leagues. We will discuss some of these threats and the short and long-term outlook.
3 Company Intro ConfiDens Analytics is a Toronto-based tech company whose primary purpose is to provide dentists with exceptional dental care branch positions to open around Canada and the United States. The core business implies data management bought to different sources and dissemination area levels; it provides various KPI indicators that show why particular positions are best to grow faster than others. The core of the business was not provided by any other company before and helped dentist professionals with analytics to ensure a competitive position in a particular zone. To do that, the founders Sara Rahman and Abdullah Aman have merged their experience and practices to get the right report. Sara is a general dentist practicing in Toronto with hundreds of hours working in the field and continues studying to maintain the best level of service to her clients. She participated in a seminar where she found a similar service company based in the states. As a result, saw the opportunity to start a business. She partnered with Abdullah, a software engineer with more than 15 years of experience developing websites and computer science, to bring the company into Canada. The company has grown organically without budgeting on sales and advertisement. The majority of clients come with a mouth-to-mouth recommendation. However, the owners think the tools have exponential uses and need a boost in popularity. At this moment, they have been working on the project part-time because they are maintaining full-time jobs. Value Proposition ConfiDens was created to solve, with data, the right branch opening for dentists around Canada and the United States. Long ago, postal codes were used to find dental care around zones. According to Abdullah and Sara's experience, there was a gap between digital tools
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