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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


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


Hundreds of ImplementationsHundreds of Implementations


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.


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


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.


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

PDF

Engineers

Technical Writers

Subject Matter Experts


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


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


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”





Manager Response:

“Jan’s right. These technical writers do complain a lot.”



“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%”







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!”



“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.”



“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.”



“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.”


• 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








Identify

Opportunity

Inefficiencies

Legal Compliance

Competition

Create

Urgency


Concept: Identifying OpportunitiesConcept: Identifying Opportunities

• Reduce internal publishing costs• Automate production tasks• Streamline editorial processes• Reduce errors• Electronic distribution• Long term support • Internal training


• Faster time to market• Premium support revenue • New information products• Document derivation products• New distribution channels

Concept: Identifying OpportunitiesConcept: Identifying Opportunities


The ROI Formula

(Co x Rf) – Ci

ROI = ___________ X Sf

Ci


Reuse (multi-level)‏ Repurposing

➼ Reduces content creation costs

➼ Reduces content maintenance costs

➼ Reduces content translation costs

➼ Increases content accuracy

Content Reuse


Profiled Documents

Dynamic Assembly

➼ More relevant info to customers

➼ Easier creation of new products

➼ Fresher, real-time information

➼ Information on demand

Dynamic Content Assembly



IT Architects

End Users

Executive Mgrs.

Reduce

Resistance





Identify

Opportunity

Inefficiencies

Legal Compliance

Competition

Create

Urgency


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


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.


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.


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.


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.


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.


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.



IT Architects

End Users

Executive Mgrs.

Reduce

Resistance





Identify

Opportunity

Inefficiencies

Legal Compliance

Competition

Create

Urgency

Drive

Action

Proof of Concept

Phased Approach

Training


Concept: Driving ActionConcept: Driving Action

• Focus on getting something started • CMS training• Phased approach


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


Questions / Answers

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