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Recommendations:
They must create the initial database of activities.
To populate the database they recommend using local city guides, online search engines and personal experience.
Users are expected to initiate content of the app as they became familiar within the social network.
Content of the app grows along with the social network.
For the app to be profitable, it must cover larger Metropolitan areas in Canada or the entire country.
Fast solution to the content problem must be found in order to expand into the United States.
Figure out how to generate the database and how to pay for it.
Find out if there were already databases that could be used to generate the content.
Figure out the cost of hiring workers and expansion in other cities and calculate their financial projections and make the best option.

Justifications:
Apple had an early advantage into the app distribution market. Therefore, in North America, consumers are more familiar with Apple’s iStore which has the largest user base and the best distribution system for apps.
Android was catching up with Apple in North America even though, it was more popular elsewhere due to the release of many different brand of smartphones that used Google’ Android Operating System (OS).
Lebedzeu and Petrenko were initially designed UrbanBaby on the Apple’s iPhone for the facts that Apple is more popular in North America and they were weak programmer on the Android OS.
With Android gaining popularity in North America and it is already a dominant player internationally; Lebedzeu and Petrenko need it to shift their focus from Apple to programme the app in Adroid which will take them about 9 months to have the app working properly.
It is gambling to shift focus on Android app because of the popularity of Apple iStore in North America.

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