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Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 1
No Budget? No Problem.No Budget? No Problem.Techniques for Getting Projects Techniques for Getting Projects ApprovedApproved
February 20, 2013February 20, 2013
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 2
Session AgendaSession Agenda
1. Introductions and Agenda Review
2. Brief Discussion of What an “Dynamic Publishing System” is and How it is Implemented
3. Business Justification
4. Project Killers
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved
Dakota HighlightsDakota Highlights Founded in 1999 to support the growing need for
technical publication integration services
Headquartered in Chicago, USA serving customers in North America, Europe, Middle East and Asia
Partnered with leading technical publishing software companies
Expanded to include training services in 2004
Added operational support and hosting services in 2010
subpara1 to n and para0
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved
Hundreds of ImplementationsHundreds of Implementations
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved
IntroductionIntroduction
Brian Buehling is currently the Managing Director for Dakota Systems, a consulting firm specializing in CMS and publishing technologies.
Prior to Dakota, he worked in various capacities on content management systems for several companies including Wolters Kluwer, John Deere, and AT&T Communications.
His team's decision support system at John Deere Health was selected as a Finalist for Business Intelligence Applications at Comdex/Window World Open and was nominated for the Smithsonian Award for innovation in information technology.
He has earned a M.B.A. with concentrations in Finance and Strategy from the University of Chicago and a M.S. in Systems Science and Mathematics from Washington University, St. Louis, Missouri.
Additionally, he has been a visiting lecturer at Ohio University and Boston University teaching business communication and computational theory.
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 6
Many names, one concept Many names, one concept
What's in a name? That which we call a rose by any other name would smell as sweet.
Single Source Publishing Multi Channel Publishing XML Publishing XMetaL Publishing XML Authoring Component Based
Writing Enterprise CMS Database Publishing Enterprise Publishing
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 7
Definition of a Dynamic Publishing SystemDefinition of a Dynamic Publishing System
A system that enforces structured writing templates using XML, so that information can be reused across different formats and document outputs.
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 8
Dynamic Publishing ArchitectureDynamic Publishing Architecture
CMS
XML Components
XML Pipeline
XMetaL Editor
Word, Frame
XML Conversion
Dynamic Publishing
PDA’s
Web Sites
XSL-FO
MS-PPT Slides
XSLT
FOSI
XSLT
XSLT
XSLT
Engineers
Technical Writers
Subject Matter Experts
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 9
Project Project LifeLife Cycle for CMS Implementations Cycle for CMS Implementations
Goals:Goals:
-Implement System Requirements
-Execute Formal Test Plan
-Involve Users & Stake Holders
-Convert Production Data
Development
Goals:Goals:
-Finalize Requirements Finalize Requirements & System Design& System Design
-Determine Evaluation Determine Evaluation MetricsMetrics
-Pick Low Hanging Pick Low Hanging FruitFruit
-Solidify Project TeamSolidify Project Team
-Train Project LeadersTrain Project Leaders
Pilot
Goals:
-Develop Business Justification
-Secure Funding
-Identify Stake Holders
-Qualify Vendors
Concept Deployment
Goals:
-Roll Out System to Users
-Gather Production Metrics
-Promote Success / Lessons Learned
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 10
Concept: Business JustificationConcept: Business Justification
IT Architects
End Users
Executive Mgrs.
Reduce
Resistance
ROI CalculationROI Calculation
Cost SavingsCost Savings
New RevenueNew Revenue
Competitive EdgeCompetitive Edge
Identify
Opportunity
Inefficiencies
Legal Compliance
Competition
Create
Urgency
Drive
Action
Proof of Concept
Phased Approach
Training
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 11
Concept: Creating UrgencyConcept: Creating Urgency
“In conclusion, implementing the proposed XML-based Enterprise Publishing System will result in the following benefits:
• Content production without programming or design experience.
• Consistency of design across publications• Streamlined workflow• Increased content reuse• Automatic composition and web delivery”
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 12
Concept: Creating UrgencyConcept: Creating Urgency
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 13
Concept: Creating UrgencyConcept: Creating Urgency
Manager Response:
“Jan’s right. These technical writers do complain a lot.”
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 14
Concept: Creating UrgencyConcept: Creating Urgency
“In conclusion, implementing the proposed XML-based CMS will result in total savings of $250K over 12 months yielding a one year ROI of 50%”
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 15
Concept: Creating UrgencyConcept: Creating Urgency
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 16
Concept: Creating UrgencyConcept: Creating Urgency
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 17
Concept: Creating UrgencyConcept: Creating Urgency
Manager Responses:
“Hmm…I bet this presenter costs us $125K a year in salary, benefits and overhead…eliminating her position over 2 years….”
“If this is so great, why didn’t I think of it?”
“Sure, if your project is successful!”
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 18
Concept: Creating UrgencyConcept: Creating Urgency
“In conclusion, after the latest round of cuts all of our production department is GONE!
But, implementing an XML-based CMS will allow us to keep supporting our clients.”
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 19
Concept: Creating UrgencyConcept: Creating Urgency
“In conclusion, we just sold our first order in China.
We can’t track our changes with our translation vendor without an XML-based publishing system.”
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 20
Concept: Creating UrgencyConcept: Creating Urgency
“In conclusion, Legal informed me of the new contractual obligation to deliver documentation in XML with our next shipment.
Luckily, there is a conference coming up … send Tim down to figure it out.”
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 21
• Regulatory Compliance• Budget Expiration• Translation• Management Support• Competitor Comparison• Pending Litigation • Insurance• No Alternative Solution• Poor Quality / Mistakes in Output• Key Customer Request• Cost savings
Concept: Creating UrgencyConcept: Creating Urgency
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 22
Concept: Business JustificationConcept: Business Justification
ROI CalculationROI Calculation
Cost SavingsCost Savings
New RevenueNew Revenue
Competitive EdgeCompetitive Edge
Identify
Opportunity
Inefficiencies
Legal Compliance
Competition
Create
Urgency
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 23
Concept: Identifying OpportunitiesConcept: Identifying Opportunities
• Reduce internal publishing costs• Automate production tasks• Streamline editorial processes• Reduce errors• Electronic distribution• Long term support • Internal training
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 24
• Faster time to market• Premium support revenue • New information products• Document derivation products• New distribution channels
Concept: Identifying OpportunitiesConcept: Identifying Opportunities
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved
The ROI Formula
(Co x Rf) – Ci
ROI = ___________ X Sf
Ci
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved
Reuse (multi-level) Repurposing
➼ Reduces content creation costs
➼ Reduces content maintenance costs
➼ Reduces content translation costs
➼ Increases content accuracy
Content Reuse
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved
Profiled Documents
Dynamic Assembly
➼ More relevant info to customers
➼ Easier creation of new products
➼ Fresher, real-time information
➼ Information on demand
Dynamic Content Assembly
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 28
Concept: Business JustificationConcept: Business Justification
IT Architects
End Users
Executive Mgrs.
Reduce
Resistance
ROI CalculationROI Calculation
Cost SavingsCost Savings
New RevenueNew Revenue
Competitive EdgeCompetitive Edge
Identify
Opportunity
Inefficiencies
Legal Compliance
Competition
Create
Urgency
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 29
Concept: Reducing ResistanceConcept: Reducing Resistance
• Unclear definition of XML technology• XML is not needed (MS-Word, RDB’s, etc.) • Underestimating implementation risks• We don’t have the time/expertise to
implement something new• The current system doesn’t need fixing• Build vs. buy • Standards wars
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 30
Project Killer – CFOProject Killer – CFO
‘There is no budget for this project'
Risks:
* Finance personnel don't have the technology background to fully understand the ROI of CMS's.
* Finance personnel have a bias toward preventing any new IT cost expenditures.
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 31
Project Killer – CMS VendorProject Killer – CMS Vendor
'That's no problem, our software handles it'
Risks:
* Vendor incentives to push their products and services will bias their CMS solution recommendations.
* Vendors have too little information to propose an optimal solution.
* Vendors have too much information regarding your operations to propose the lowest cost solution.
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 32
Project Killer – Standards ArchitectProject Killer – Standards Architect
'It's not on our approved list of vendors'
Risks:
* IT architecture and support resources won't support the ongoing operations of your CMS initiative.
* Internal hardware and network resources will not be available to grow your CMS.
* Funding won't be approved without IT architecture consent.
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 33
Project Killer – CMS ConsultantProject Killer – CMS Consultant
'Just follow our 6 step Content Materialization Process and reusable content will materialize'
Risks:
* Preconceived notions will bias the CMS consultant's view of your project.
* Your consultant will overly complicate issues to justify his work.
* Business alliances will bias the CMS consultant's technical recommendations.
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 34
Project Killer – Internal IT GuyProject Killer – Internal IT Guy
‘What about my Open Source MS-Word Plugin?!?!’
Risks:
* After your implementation, your internal development team won't have the skills needed to support your CMS.
* Your internal team might resent an external team of consultants architecting and developing the CMS.
* Parallel development efforts might cause confusion.
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 35
Project Killer – Senior Tech WriterProject Killer – Senior Tech Writer
‘Why can’t we round trip with a MS-Word Template?’
Risks:
* Writers will place unreasonable technical requirements on the system.
* Many of the undocumented workflow and content rules that writers follow will not be built into the CMS.
* Writers will complain about the extra burden place upon them to write and tag content.
* Writers will complain about the loss of stylistic control that they have over documents.
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 36
Concept: Business JustificationConcept: Business Justification
IT Architects
End Users
Executive Mgrs.
Reduce
Resistance
ROI CalculationROI Calculation
Cost SavingsCost Savings
New RevenueNew Revenue
Competitive EdgeCompetitive Edge
Identify
Opportunity
Inefficiencies
Legal Compliance
Competition
Create
Urgency
Drive
Action
Proof of Concept
Phased Approach
Training
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 37
Concept: Driving ActionConcept: Driving Action
• Focus on getting something started • CMS training• Phased approach
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 38
Common ROI ErrorsCommon ROI Errors
• Selling Vitamins Instead of Aspirins• Believing Efficiency Gains Equal Cost Savings• Not Allocating Cost Correctly Across Budgets• Not Timing Submissions with Budget Cycles • Interpreting Fixed Costs Inappropriately• Miscalculating the ROI Horizon• Not Targeting Cost Savings and Revenue Generation• Not Factoring in Risk• Not Addressing Perceived Value• Using the acronym XML
Copyright ©1999-2013 Dakota Systems Inc., All Rights Reserved 39
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