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Handstar Product Development Strategy

Handstar Inc., founded by two college roommates, has grown to ten employees with annual sales nearing $1.5 million, developing software for handheld devices. The company is considering updates to its existing products and new offerings, including a calendar/email integration, an expense report update, and a portfolio tracking enhancement, as well as new products like a spreadsheet program, a web browser, and a trip planner. The founders are evaluating these projects based on development costs, potential revenues, leadership positions, and internet usage to determine the best path forward.

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Mahamud Hossen
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0% found this document useful (0 votes)
10 views2 pages

Handstar Product Development Strategy

Handstar Inc., founded by two college roommates, has grown to ten employees with annual sales nearing $1.5 million, developing software for handheld devices. The company is considering updates to its existing products and new offerings, including a calendar/email integration, an expense report update, and a portfolio tracking enhancement, as well as new products like a spreadsheet program, a web browser, and a trip planner. The founders are evaluating these projects based on development costs, potential revenues, leadership positions, and internet usage to determine the best path forward.

Uploaded by

Mahamud Hossen
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Handstar inc.

Handstar inc. was created a little over four years ago by two college roommates to develop
software applications for handheld computing devices. It has since grown to ten employees with
annual sales approaching $1.5 million. Handstar's original product was an expense report
application that allowed users to record expenses on their handheld device and then import these
expenses into a spreadsheet that then created an expense report in one of five standard formats.
Based on the success of its first product, Handstar subsequently developed three additional
software products: a program for tracking and measuring the performance of investing portfolios,
a calendar program, and a program that allowed users to download their email messages from their
PC and read them on their handheld devices.

The two founders of Handstar have recently become concerned about the competitiveness of the
firm's offerings, particularly since none of them has been updated since their initial launch.
Therefore, they asked the directors of product development and marketing to work together and
prepare a list of potential projects for updating Handstar's current offerings as well as to develop
ideas for additional offerings. The directors were also asked to estimate the development costs of
the various projects, product revenues, and the likelihood that Handstar could retain or obtain a
leadership position for the given product. Also, with the increasing popularity of the use of Internet
on handheld devices, the founders asked the directors to evaluate the extent to which the products
made use of the Internet.

The product development and marketing directors identified three projects related to updating
Handstar's existing products. The first project would integrate Handstar's current calendar program
with its email program. Integrating these two applications into a single program would provide a
number of benefits to users such as allowing them to automatically enter the dates of meetings into
the calendar based on the content of an email message. The directors estimated that this project
would require 1250 hours of software development time. Revenues in the first year of the product's
launch were estimated to be $750,000. However, because the directors expected that a large
percentage of the users would likely upgrade to this new product soon after its introduction, they
projected that annual sales would decline by 10 percent annually in subsequent years. The directors
speculated that Handstar was moderately likely to obtain a leadership position in email/calendar
programs if this project were undertaken and felt this program made moderate use of the Internet.

The second project related to updating the expense report program. The directors estimated that
this project would require 400 hours of development time. Sales were estimated to be $250,000 in
the first year and to increase 5 percent annually in subsequent years. The directors speculated that
completing this project would almost certainly maintain Handstar's leadership position in the
expense report category, although it made little use of the Internet.

The last product enhancement project related to enhancing the existing portfolio tracking program.
This project would require 750 hours of development time and would generate first-year sales of
$500,000. Sales were projected to increase 5 percent annually in subsequent years. The directors
felt this project would have a high probability of maintaining Handstar's leadership position in this
category and the product would make moderate use of the Internet.
The directors also identified three opportunities for new products. One product was the
development of a spreadsheet program that could share files with spreadsheet programs written
for PCs. Developing this product would require 2500 hours of development time. First-year sales
were estimated to be $1,000,000 with an annual growth rate of 10 percent. While this product did
not make use of the Internet, the directors felt that Handstar had a moderate chance of obtaining a
leadership position in this product category.

The second new product opportunity identified was a Web browser. Developing this product
would require 1875 development hours. First-year sales were estimated to be $2,500,000 with an
annual growth rate of 15 percent. Although this application made extensive use of Internet, the
directors felt that there was a very low probability that Handstar could obtain a leadership position
in this product category.

The final product opportunity identified was a trip planner program that would work in conjunction
with a PC connected to the Web and download travel instructions to the user's handheld device.
This product would require 6250 hours of development time. First-year sales were projected to be
$1,300,000 with an annual growth of 5 percent. Like the Web browser program, the directors felt
that there was a low probability that Handstar could obtain a leadership position in this category,
although the program would make extensive use of the Internet.

In evaluating the projects, the founders believed it was reasonable to assume each product had a
three-year life. They also felt that a discount rate of 12 percent fairly reflected the company's cost
of capital. An analysis of payroll records indicated that the cost of software developers is $52 per
hour including salary and fringe benefits. Currently there are four software developers on staff,
and each works 2500 hours per year.

Questions:

1. Which projects would you recommend Handstar pursue based on the NPV approach?

2. Assume the founders weigh a project's NPV twice as much as both obtaining/retaining a
leadership position and making use of the Internet. Use the weighted factor scoring method to rank
these projects. Which projects would you recommend Handstar pursue?

3. In your opinion is hiring an additional software development engineer justified?

Common questions

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Hiring additional developers could be justified if Handstar decides to pursue projects with high hours demands, like the trip planner (6250 hours) or new spreadsheet program (2500 hours). Current resources allow for 10,000 hours annually from existing staff, indicating tight schedules if multiple projects, like enhancing portfolio tracking (750 hours) or integrating calendar/email applications (1250 hours), are pursued simultaneously . Additional hires might enable faster product development and innovation, but would need to be weighed against their cost impacts relative to project NPVs and strategic benefits.

Updating existing products, like the expense report program, carries less market risk given Handstar's established leadership and expected revenue growth, albeit slower . It ensures stability but may lag in innovation without Internet enhancements. New products like the Web browser or trip planner introduce innovation with extensive Internet use and higher potential initial sales but entail more market risk due to low leadership assurance and demands on resources and development time . Balancing between updates and new developments could hedge risks while fostering innovation.

The cost of capital, set at a 12% discount rate, impacts project viability as it influences NPV calculations. Projects with higher NPVs when discounted at this rate are financially attractive over their proposed three-year lifespan . Evaluation of projects, like the expense report update and spreadsheet program, should consider whether anticipated revenues and growth rates sufficiently exceed the cost of capital, ensuring profitability across the product's lifespan against development and operational costs . The precise strategic allocation under these constraints determines broader fiscal stability and growth.

With four developers working 2500 hours annually each and a total of 10,000 available hours, updating the expense report application (400 hours) and enhancing the portfolio tracking program (750 hours) are most efficient. Together, they use 1150 hours, leaving significant resources for other projects. The expense report program's high leadership potential and steady revenue growth, alongside the portfolio tracking program's high probability of maintaining leadership and moderate Internet use, make them strategic choices . Remaining hours could focus on strategic innovation, potentially developing the spreadsheet program or parts of the calendar/email integration project .

Handstar should focus on maintaining their leadership in the expense report and portfolio tracking programs by updating these products to improve functionality without diluting focus. Enhancements to include Internet capabilities where feasible would modernize offerings . Concurrently, they should explore developing complementary products, like the spreadsheet program, to expand their product line, tapping into synergies and leveraging existing customer bases for new offerings, thus expanding overall market presence while retaining leadership in core areas .

Integrating the calendar and email programs offers potential user benefits such as automatic entry of meeting dates based on email content and a higher initial revenue of $750,000. However, revenue is projected to decline by 10% annually, and it only has a moderate chance of attaining a leadership position and moderate Internet use . Upgrading the expense report application requires less development time (400 hours), maintains Handstar's existing leadership in its category almost certainly, and provides a steady revenue increase of 5% annually. Nevertheless, it makes little use of Internet capabilities, limiting innovation potential .

For short-term profitability, Handstar should prioritize the Web browser due to its high initial sales projection ($2,500,000) and substantial growth rate of 15%, despite low likelihood of achieving a leadership position . To prepare for future trends, they should simultaneously enhance existing programs that can integrate Internet use, such as the portfolio tracker, to sustain leadership in core markets and adapt to increasing digital device interconnectivity . Balancing immediate fiscal rewards with strategic adaptations ensures sustained market relevance and financial stability.

The spreadsheet program offers a first-year sales projection of $1,000,000 with an annual growth rate of 10% and a moderate chance of achieving a leadership position, although it doesn't utilize the Internet . Despite requiring 2500 hours of development, its potential for sustained growth and moderate leadership potential position it as financially advantageous compared to other projects with declining sales or low leadership probabilities. The Web browser, despite high initial sales and Internet use, faces low leadership opportunity, which may undermine long-term strategic advantage .

Handstar inc. should consider development time and resource allocation, with the Web browser requiring 1875 hours versus the trip planner's 6250 hours, both implying different levels of development strain with current staff . Strategically, while the Web browser has a higher initial sales estimate ($2,500,000) and growth rate (15%), there is a very low probability of achieving a leadership position. Conversely, the trip planner, with extensive Internet use, projects $1,300,000 in first-year sales and 5% growth, also with low leadership potential, but aligns more closely with existing device connectivity products .

Prioritizing extensive Internet use alongside leadership potential and revenue growth would elevate the importance of the Web browser and trip planner projects, as both make extensive use of the Internet . Despite low leadership probabilities, these projects would align with a strategy that emphasizes modernization with Internet capabilities, possibly leading to new market captures and aligning with future technology trends. Particularly, the Web browser has significant initial revenue projections ($2,500,000), which could offset leadership risks if Internet utilization creates differentiated value .

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