Building the Business Case

BUS5AP – Assignment 01 Page 1 of 5
BUS5AP – Business Application of Analytics
Assignment 01: Building the Business Case
FOCUS – ORGANISATION PROFILE
FOCUS has been in operation for over 10 years and retails fashion from several boutique designers. They
commenced their operations in Melbourne and have grown rapidly and now have operations across Australia,
Singapore and are looking to grow further into the Southeast Asian Market.
The organisation has 70 employees and conducts their sales using online channels such as Facebook,
Instagram and via their own site. The organisation structure is as follows:
**Store operations are in all regions (Singapore / Australia West and Australia East). Finance and Online
operations only exist in Australia East.
NEED FOR ANALYTICS
With the rapid growth of the organisation, they have experienced issues with supply chain to handle demand
forecasting. This has forced them to use alternate suppliers resulting in more returns. The CEO is interested in
a Modern Analytics Platform that can address this and several other data related challenges and opportunities.
The following section presents stakeholder profiles and expectations.

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BUS5AP – Assignment 01 Page 2 of 5
PROFILES
CEO
Name: Mei Weng
Location: Melbourne
Age: 41
About the role: Oversee the strategic, tactical and operational management of the company and ensures that
customer satisfaction and shareholder returns are maximised. Mei is passionate about reducing wastage and
identifying new brand trends quickly. She believes that analytics is key to the growth of the organisation and
that data driven decision making will result in effective decisions being taken. As she has multiple competing
priorities most of her direct reports issue short updates via email to her about current operations / targets and
upcoming issues. She likes to stay on top of feedback being provided by the customers and frequently meets
with Youssef and Mehta to ensure that feedback is addressed in a timely manner.
Mei is a fitness enthusiast, loves running and loves tracking how she is progressing. She is competitive and likes
to be challenged. She started the company at 30 and has worked hard to take it global. Her expectation of the
platform is to ensure that the analytics platform connects to the source of truth for the various systems across
their organisation (their Order Fulfillment system, HR system, Finance system and their website). This means
that she can be confident that the numbers represented on her reporting are accurate. She would like to do
get her reports daily (instead of weekly) and do transition her reports from being more graphical so that she
can make quicker decisions.
Her aspiration is to be able to predict customer trends before her competition does so that she can be first to
market and ultimately grow her market share.
Mei is excited about the business case that she has just approved that will help her realise her aspirations and
goals around data analytics.
BUS5AP – Assignment 01 Page 3 of 5
RETAIL OPERATIONS MANAGER
Name: Youssef Hakko
Location: Sydney
Age: 37
About the role: Youssef is responsible for ensuring that the warehouse has enough stock, orders are processed
on time and returns are handled correctly. Youssef is passionate about current fashion trends and ensuring
that he liaises with on trend fashion designers. He has recently struggled with the lack of visibility into sales
and what is triggering returns, and this has hampered his ability to manage inventory correctly.
Youssef likes reviewing the latest in Technology gadgets especially wearables. He is keen to obtain analytics
around website activity and social media trends so that he can understand who influences current fashion
sales which in turn helps him maximise stock efficiency and throughput. He also needs to improve on his ability
to forecast sales for the organisation for stores to ensure that he can deliver the right stock to the right stores
at the right time.
He aspires to leverage analytics on his mobile device as he moves between sites frequently and being able to
access his analytics on his mobile device would help him save time in accessing store stock and re-stock
quantities and improve liaisons with store managers.
Youssef has been briefed about the business case that was just approved. He feels that this project will help
him finally gain the level of visibility towards stock counts that he never had access to. He is big supporter of
the solution.
BUS5AP – Assignment 01 Page 4 of 5
WEBSITE OPERATIONS
Name: Mehta Misha
Location: Melbourne
Age: 31
About the role: Mehta oversees the website and digital team responsible for the mobile and web presence of
FOCUS. She is committed to ensuring that the user’s experience is smooth and that they can quickly navigate,
locate, and complete their purchases. She would love to understand what customers have purchased and what
they are searching for to optimise their experience further.
Mehta loves spending time with her kids and enjoys hiking on the weekends. She has a strong desire to
leverage analytics to target appropriate customer demographics with the right advertising at the right time
online. She also wants to understand how stock levels are across stores in real time so that she can ensure that
the website provides accurate details which in turn improves customer satisfaction.
Her aspiration is to be able to gather data on the full customer journey from pre purchase to post purchase of
a product to be able to deliver a personalised experience to them on their next purchase.
Mehta has also been briefed about the analytics platform and is excited but has seen a previous project in
another organisation go off the rails and is a little wary about whether Mei’s intended benefits will materialise.
BUS5AP – Assignment 01 Page 5 of 5
CUSTOMER
Name: Peter Marriott
Location: Brisbane
Age: 19
About the role: Peter is a fashion-conscious consumer who loves a good discount when shopping. He loves to
keep with the trends but likes to know how his clothing was sourced. He is also sensitive about who has access
to his data and is vocal about his opinions on channels such as Instagram and Twitter.
He loves to keep abreast of what Influencers in the industry are wearing and purchasing so that he stays on
point with his fashion. He likes to compare pricing with similar products from other stores to make sure he is
getting the best price around.
Peter has read a recent article about how FOCUS is about to embrace digital transformation and analytics and
is both keen to see how it will help him and also nervous about what data might be collected from him.
BUSINESS STRATEGY FOR 2022
The organisation has ambitious plans to grow their business by 15% this year by targeting markets in Southeast
Asia. They have plans to overhaul their existing website design to make it easier for customers to identify
trendy designers and increase the social aspect of purchasing. Mei’s indication to the organisation is that this
will be achieved via data driven decision making.