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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Briar Walter
NetID bwal976
Group Number: 177
Website Link: http://infosys110group177d1.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Jonnie Shuberta Wednesday 9am
Time Spent on
Assignment:
12 hours Word Count: 1538

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D2: ALTERNATE TREATMENT FOR ADHD
INTRODUCTION
There is an increasing number of children being diagnosed and treated for ADHD every year.
A large number of parents are unwilling to continued medication of their child are are
seeking alternate methods of treatment (Halperin & Healey, 2011). Evidence is suggesting
that the use of brain games/training is an effective non-pharmaceutical tool in treating
ADHD (Wegrzyn, Hearrington, Martin, & Randolph, 2012) and that electroencephalography
(EEG) is an effective tool for treating ADHD (Ramirez, Desantis, & Opler, 2001). Our solution
to this problem is an application to be used in conjunction with Muse, a mobile
neurofeedback headband. Children with ADHD have been proven to have high theta
(involved with creativity) and low beta brain waves (involved with concentration).
Combining Muse to reverse this and then participating in brain training in order to stimulate
the use of beta brain waves, we hope to see a decrease in the amount of children diagnosed
and improperly medicated.
3. BUSINESS SECTION
3.1 Vision
Our vision is to give parents the opportunity to place the will to proactively learn and
succeed in the hands and mind of their child.
3.2 Industry Analysis: Psychological Health Service Industry
Industry: Psychological Health Service from the perspective of ADHD treatment.
Force: High/Low Justification:
Buyer power: High Parents choose whether or not to seek and begin treatment of ADHD for
their chidren. They can also choose when to stop treatment. (Ministry of
Health, 2001)
Supplier
power:
Low Medication for ADHD is funded by the New Zealand Government. Costs of
GP visits and to psychologists may not be covered in some circumstances.
If found too expensive, paitents can transfer clinics.
Threat of new
entrants:
Low General Practitioners and psychologists are the only people participating in
the active treatment of ADHD with medication and non-medical
treatments such as counselling.
Threat of High Parents have the right to choose or decline treatment for their children.

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substitutes: This may become quite common as more parents are unwilling to
medicate their children (Clarke, 2011).
Rivalry among
existing
competitors:
Low As the medical treatment of ADHD is funded by the Government, there is
little reason for there to be rivalry between compeitiors (General
Practitioners and Psychologists) as they usually work together as
combining the two treatments has proven to be more effective than one.
(Ministry of Health, 2001).

Overall attractiveness of the industry: Our product is practical, portable and desgined to fight the causes.
Muse is new and developing technology. There is no product like ours on the market as portable
neurofeedback is still in development and developers are currently being invited to make applications to be
used in conjunction with this device. We would gain a first-mover advanatge being the first to the market with
our product.
3.3 Customers and Thei r Needs
Our potential customers are parents of children who have problems with learning in an
ordinary school environment. Our target group of children would be those diagnosed or
who display characteristics of ADHD. The intellectual needs of the children affected and
treatment of the causes are not being met by their current educational environment and
medical treatment. They require an alternate and life-long solution to help them overcome
their disorder.
3.4 The Product and Service
Our application will be available to download using both Android and Apple platforms when Muse is
released. A small cost will occur to download our application. This cost will cover the set up on one
account and access to same three games every day.
A monthly fee will occur if the user decided to subscribe to our product. They will then have access
to three different games every day, have the ability to track their progress and be provided with a
monthly report on what they can improve on.
Users can review us in store. However, we hope to have our own online feedback forum available so
users have the ability to ask questions if they are having issues with our application. Whenever
crashes occur, the report will automatically be sent to us for analysis. We will then review the report
and make updates to our product when we are able.
3.5 Suppliers and Partners

Muse will be one of our major partners as this is an app that is tailored for use in conjuction with their product.

Mobile application distributors, such as GooglePlay and the Apple Store, will also be our partners as we would
require them as our link to the market.

One of our major suppliers would be an application developer as they would have the tools and knowledge to
help design and create our app.

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We would also need a supplier of knowledge to help use continue the development of our app for the benefit
of children with ADHD. Therefore, psychologists who specialise the the study of children with ADHD and
education are needed.
3.6 Strategy: Focused High Cost Differentiation
Our scope is narrow as we are focussing on a niche market and offering them a specialised
product which is tailored to their needs. Our Competitive Strategy is differentiation as we
creating a unique product which will most likely have a first-mover advantage in the market.
3.7 Value Chain Activity: Technology Development
The development of this support value chain activity is fundamental to our business as it is
important to increase the overall effectiveness of our application. Through having a simple
and efficient account set-up process, application access process and by minimisng the
amount of crashes, bugs and other technological problems with our app, we wil be able to
maximise overall customer satisfaction with our product. This will be done through
simplistic and automated processes and regular maintenance of our application.












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3.8 Business Processes
3.8.1. APPLI CATI ON CRASH ENQUIRY PROCESS This process automatically sends each crash report to
the relevant crash an analysis software instead of requiring users to confirm that they want the crash report
sent. This is done in order to increase efficiency of our app and the decrease the amount of time it takes to
update our application to fix bugs.












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3.8.2. APPLI CATION ACCESS PROCESS The process is used to ensure our product is used correctly. It
firstly establishes that Muse is connected with the device. Then the process automatically enquires to whether
or not the customer is subscribed to our product. Then, it will confirm if their monthly subscription fee has
been paid. If this is not confirm, access is not granted into their Account games.

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3.9 Functionalities
3.9.1.
Automatically sends data log of crashed appplication to relevant software for
analysis
Links crash analysis software with data storage system used by programmers and
notifies them when updates to the database have been made
3.9.2.
Establishes connection between the Muse headband and the customers device
Checks and confirms payment of customers monthy subscription fee to the games.
3.10 Systems

3.10. 1 WORKFLOW MANAGEMENT SYSTEM This system automates the process of sending
and receiving crash logs from our applications to our software used to analyse this report to
the storage of the information for the use of our programmers for regular maintenance and
updating of our application. As the process is automated, our programmers will
automatically receive notifications when similar crashes occur and prioritises them by level
of occurance.
3.10. 2. MUSE CONNECTIVI TY SYSTEM When accessing our application, this system
automatically checks to see if Muse is connected to the device wireless or via bluetooth.
This is because our application cannot correctly be used without the headband and it is
important that this centric part of our product is fully functioning. This helps our customer
reep the full benefits of using our product and will increase their overall satisfaction.
3.10. 3. CUSTOMER PAYMENT CONFIRMATI ON SYSTEM After Muse has connected to the
device, this system establishes whether or not the customer has paid their monthy
subscription fee to use our device If payment has not be paid, the system automatically
notifies the user and prevents access into our application until the amount is paid. If
payment is confirmed, access is granted to our application.


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3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)


Technology
Development
1. Application Crash
Enquirey Process
1. Automatically sends data log of crashed appplication
to relevant software for analysis
2. Links crash analysis software with data storage system
used by programmers and notifies them when
updates to the database have been made
Workflow
Management System
Collaboration
System
2. Application
Access Process
1. Establishes connection between the Muse headband
and the customers device
2. Checks and confirms payment of customers monthy
subscription fee to the games.
Muse Connectivity
System


Customer Payment
Confirmation System
Collaboration
System


Transaction
Processing System

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CONCLUSION
In conclusion, our idea is to create a first mover advantage in the Health Service Industry to
help cater of the needs of children who display symptoms on ADHD. Because this is a niche
market and our product is differentiated, it is important that we use Technology
Development to create and capture customer value. In order to maintain our competitive
advantage, we will need to upgrade and maintain our application on a regular basis and
make our product easy to use and child friendly. Therefore, automated information
systems will be put in place to ensure efficiency in doing so.
REFERENCES

Clarke, J. (2011). Magazine portrayl of attention deficit/hyperactivity disorder (ADD/ADHD):
A post-modern epidemic in a post-trust society. Health, Risk & Society, 12(7-8), 621-636.
doi: 10.1080/13698575.2011.624178

Halperin, J. & Healey, D. (2011). The infliences of environmental enrichment, cognitive
enhancement, and physical exercise on brain development: Can we alter the development
trjectory of ADHD? Neuroscience and Biobehavioral Reviewa, 35(3), 621-634.

Ministry of Health. (2001). New Zealand guidelines for the assessment and treatment of
attention-deficit/hyperactivity disorder. Retrieved from
http://www.health.govt.nz/system/files/documents/publications/adhdguidelines.pdf

Ramirez, P., Desantis, D., & Opler, L. (2001). EEG biofeedback treatment of ADD. A viable
alternative to traditional medical intervention? Annals of New York Academy of Science,
931, 342-358.

Wegrzyn, S., Hearrington, D., Martin, T., & Randolph, A. (2011). Brain games as a potential
nonpharmaceutical alternative for treatment of ADHD. Journal of Research on Technology in
Education, 45(2), 107-130.