1. Digital Analysis and Data and Process Model
MARKA
Digital Analysis and Data and Process Model

2. Digital Analysis

3. How Marka Will Work
Our overall concept of the app is very simple and user friendly. A beach goer will download the app from the iOS App Store or Google Play Store. Once the user downloads and opens the app, he or she will be able to create their own account, which will house all of their beach passes and credit card information securely. Once he or she creates their account they will be able to chose their beach location, after the location is chosen they will then choose their pass type (day, season, week etc). They will also have the option to purchase more than one. Once the correct pass is chosen, that pass will remain in their account until it expires. When prompted by a beach tag checker, the customer will be able to open their app and show the checker that they have purchased the appropriate beach tag for the day.

4. Potential Drawbacks
Some of the cons are older generations may be against this digital platform, the beach tag is an iconic Jersey Shore symbol. Another con is if the user’s battery dies while on the beach they will not be able to show their tag.

5. Better Than the Competition
Currently, Viply is the only competitor that offers the option to pre-purchase physical tags through a mobile app -- they do not offer a digital download of a tag. A beach goer will still need to obtain their physical beach tag. Not only is this a hassle, but Viply also charges a convenience fee of $1-$3 per tag. Once a majority of beach towns are successfully using Marka, the app will start to take on national parks, offering an easy way to obtain park access. The impact in the mobile space will be significant, especially for those who go to the Jersey Shore. It will make the beach tag process a smoother, easier, and most importantly less stressful process.

6. Data and Process Model

7. Our Initial Target
We want to launch Marka in Ocean City, NJ because it is the “low hanging fruit,” so to speak. Ocea city already has the most beach tag revenue of all the other beach municipalities so there is an existing beach tag culture that we can leverage to get users quickly.

8. Beach Tag Revenue by Town in 2016

9. Give the People What They Want
In 2009, NJ conducted a study to determine the most important attributes travelers look for in a vacation destination. The following tree diagram shows these rankings with size indicating percentage of travelers that rated the attribute high and the color indicating the attributes rank (from light to dark). We feel Marka will add to some of the attributes that fall in the upper end and middle of the pack. Specifically, we are providing good value for the money, increase relaxation, and information about local shops and restaurants.

11. Planning and Length of Stay
Here you see a picture of how travelers plan for trips to NJ and how long they typically stay.

12. Planning and Length of Stay Continued
As you can see, travelers to the state of NJ typically do not plan very far in advance and they do not stay long. With respect to the beach tag process, this means that visitors may not think about beach tag purchase in advance of their arrival. Furthermore, the short length of stay makes it hard to justify taking the time to get cash, find a kiosk, and purchase badges for your family. Especially for the day-trippers that make up almost a ⅓ of travelers to NJ, by the time they’ve found and open parking spot and unloaded the car, it’s beach time.

13. A Behavioral Shift
Our smartphones are no longer mere communication devices; they are appendages just as much a part of us as our arms or legs.

14. Comfortability with Mobile Apps
When embracing technology merely having a web presence isn’t enough. Mobile apps are important.

15. Mobile Dominates the Digital Media Landscape

16. More Telling Statistics
Marka could be hugely important to local economies.
88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours.
Mobile Offers are Redeemed 10x More Frequently Than Print Offers.