Guide for developing computer engineering college projects — Part 1
Before we start developing the application, we will first have to understand the business and analyze the problem that they are facing. In the real world, a client would usually approach a software development firm and give a one-liner requirement.
A business analyst would participate in multiple brainstorming sessions with the business stakeholders to understand the problem domain. Brainstorming sessions also help in finding out opportunities for cost reduction and revenue generation.
The outcome of the brainstorming session for our imaginary company is listed below. This would have to be further refined so that a Functional Document can be prepared. This document would contain all details required for developers to create a functional software.
About the business
Ad Connect PVT ltd. is one of the well-known names in the field of outdoor advertisements. They are operational in Mumbai and are planning to expand their reach in different metro cities of India. Ad Connect owns and leases spots for hosting print advertisements at various places in the areas of operation. Ad Connect also leases sole rights for advertising on different advertisement mediums. Besides print media, Ad Connect is also exploring opportunities in digital means of delivering outdoor ads. This would help to engage the audience and maximize utilization of space and resources.
Business Details
Ad Connect owns a limited number of Billboards (120) and digital billboards (10) within Mumbai premise and leases various spots all over the city for a fixed span of time with a contract signed between Ad Connect and the billboard owner. Similarly, Ad Connect has also procured rights for advertisement in Mumbai BEST buses, bus shelters and Metro Railways. Ad Connect basically acts as an aggregator of various advertisement spots and gets business to make a profit by renting those spots for a few days or as a part of an ad campaign. Apart from billboards they also own pole mounted print units at various locations. Ad Connect also owns mobile vans (20) hosting digital display screens for different types of digital video promotions.
Assets owned and leased by Ad Connect
Conventional hoarding structures usually mounted on some mid-rise building, dedicated structures, Toll Plaza. Billboards are available in various standard and nonstandard sizes. Flex banners can be hosted on these billboards. Hoardings can have the provision of a spotlight. The ones with spotlights are charged more. The spotlights are lit based on regulations laid down by the national/regional Energy authorities. Per day rate of each billboard is pre-determined and it depends upon the location.
Digital Billboards are led display placed on mid-rise structures. They host animated content or 10–15 second video only ads on it. Video helps in gaining the attention of the audience. Ad Connect keeps rotating the ads by dividing time slots between various ads. This has to be manually done by uploading video and the making setting changes in the Third party portal which helps in managing the ad.
Pole mounted units are lit with fluorescent light after 6:00 pm in the evening and usually are placed at a stretch alongside the road. They are usually placed for the stretch of about a kilometer, each pole unit is unique though. They place around 20 to 30 poles in a kilometer. Ad Connect usually creates a series of banners and repeat that series for all poles in the given stretch. Poles are owned and maintained by Ad Connect. Monthly electricity bills based on power consumption and a fixed monthly sum for each kilometer are supposed to be paid to regional Road Development Authority.
Bus shelters have 3 available sections where banners can be pasted. Header, body and pole mounted unit besides the shelter. All these banners are considered as a single unit. Bus shelters are lit with fluorescent light after 5:30 pm by the maintenance team. 3 Stickers/ banners can be placed on each bus on the exterior body. Two on sides and one behind the bus. All three sections are considered as a single unit.
Stickers for max 2 advertisements (left-hand side and right-hand side) can be placed inside the bus above the windows. The sticker spaces are not included in the exterior package. The business team makes sure that the competitor’s advertisements are not placed side by side.
Besides print based Ads BEST buses also have Televisions installed in them. BEST TV hosts rotating audio video ads for 10–15 seconds. The play time and slots are to be configured in Third party systems which connect to BEST buses and is done by the maintenance team. The client can choose to display ads in a route of preference.
Ad Connect has managed to acquire rights for displaying ads on certain trains in Mumbai Metro trains. They are trying hard to onboard more trains in various routes. The entire train is covered on the exterior with the promotional stickers. Maintenance team places the promotional stickers. The minimum period for an ad on Metro train is 15 days.
They also own 20 digital mobile vans which are used for digital promotion which is priced on per day usage.
How does Ad Connect’s business works?
A client contacts Ad Connect or internal Business Executive team contacts various leads for print related promotions. A client can take a single medium or choose multiple mediums on rent for a minimum of 7 days, there is no restriction on the maximum number of days an ad would be hosted. Per day charges apply for any medium and it varies based on size and location. The price per unit for any medium is already fixed. Ad Connect also offers a discount to the customer considering the deal. A client can also opt for a campaign wherein the client can select multiple mediums (billboards, bus shelters, stickers on the bus, etc.) for a minimum period of 7 consecutive days. For Metro railway branding the minimum period is 15 days.
Once the client is satisfied with the chosen mediums a legal contract is made which lists all terms and conditions for operation, cancellation policies and payment terms. The client is responsible for providing us the prints/banner/videos before the promotion starts. Ad Connect does not take the responsibility of printing the banner or producing videos for digital billboards. Post selection of the spots, they guide the user by providing the details of the banner size so that correct sized prints can be arranged.
The Ad Connect team follows up with the client on the 5th day of promotion to check if the promotion is to be extended. If the client needs to stop the promotion after 7th day the installation team removes the banner after the promotion period completes.
Staying competitive and generating better revenue
Ad Connect periodically keeps updating the price per unit of medium to remain competitive in the market. The currently running promotions are executed on the same agreed-upon pricing as per contract.
Payment is usually taken in multiple parts. Per unit rates are excluding any Center/State Taxes. When the final amount is calculated the tax needed to be added as well before they generate the invoice. When client finalizes the requirement 30% of the total amount is to be paid in advance. The pending amount can be paid by the client within a period of 3 weeks. Failing to comply with timely payment will attract late payment charges of 2% on the total outstanding amount. Post 3 weeks every single week delay will add up 1% in late payment fees. Legal action is taken against clients who fail to pay the pending amount after 2 months span. The payment structure is subjected to changes on the ground of competitiveness and various government regulations related to tax.
They usually have to put more efforts in finding and following up with clients for getting the payment released. Currently, Ad Connect accepts payment via Cheque, RTGS, NEFT or IMPS. They also have to maintain track of expenses incurred for maintenance of the assets they own. Owners of the leased assets are also supposed to be paid based on the agreement signed between Ad Connect and owner. All payment by Ad Connect is done only via cheque, NEFT or RTGS.
Ad Connect is looking for ways to automate routine operations which require manual intervention and are error prone to achieve better productivity. They are also looking into various ways in which they could collect leads to increase business.
Conclusion
Now that we have an understanding of what the client requires, we can proceed with technical feasibility and define the scope and boundaries for the software. In real life software development, requirements tend to change during the course of development. There are also times when you would have queries related to business and implementation even after the requirements are finalized. It is essential to keep the business stakeholders in the loop to quickly come to a valid conclusion. In next post, we will also see how you could maintain track of all your queries in a simple and easy manner.
Until then, happy learning!
