Hotel DOS Web Based Platform -- 1st Draft
The following scope of work captures the main point that I took away from our meetings and arranged them into topic catagories that are normally used in web based integrated sales and marketing programs that I have worked on over the years. The scope of work goes beyond the website that was the initial conversation we had in November. It lays out a progressive development from the idea stage to a full functioning enterprise web based ecommerce platform with all the bells and whistles. The various phases of development can be done independently by you or by me or outsourced. On any project of this size and complexity, I work with specialists in various areas of expertise specifically in technology but also in media. This expedits the production schedule and incorporates the latest and best practices in that area of specialization. The ballpark estimate provided is a rudamentary estimate based on the information thus acquired. The range provided will be refined after this scope of work has be discussed and the general perimeters realigned and/or agreed upon.
Scope of Work
This scope of work refers to the Steve Steinhart, and Jim Penrose, and/or Hotel DOS as the "client" and Scott Jordan and subcontractors as designated as the "contractor". "Subcontractors) refers to any specific service providers determined necessary to complete this project. Such work may include but not limited to site and collateral construction, coding, or any other services that are commonly outsourced. This includes products such as software modules, images, and related licensing. "Work" refers to services rendered by Scott Jordan or subcontractors he determines necessary pending pre-approval of the client in advance of work being performed.
Client approvals for contractor services will be required at each phase of development and completion to be delivered in email form and will constitute acceptance of completion of a specified phase(s) of work.
A timeline will be developed for of each section and applied to an overall project schedule before work begins. The timeline will be developed at the completion of Phase 2. Each phase will have a schedule prior to the start of work. Timelines will be developed to be applied to the master project schedule.
The overall scope of work is defined in 7 phases below. Each phase describes and defines in brief the purpose and goal. Phase descriptions will be undated and assessable on the web as information is gathered throughout the discovery process.
Phases of development include:
Discovery: 60%-80% COMPLETED
There is more to do in discovery: a) the integration ramp up time for InfusionSoft (IS) is unknown. b) We are uncertain of how this will be managed, maintained, directed, developed for optimal results. We kicked around the idea of hiring an administrator once it is stabilized and there may be another approach to be determined.
Strategic and tactical plan:
The successful strategy will rely on an entourage of features including; IS, social media, conventional markeing, strong SEO, branding, and messaging to create and effective synergy. The integration of IS to automate responses, mine, monitor, and leverage data is a key success feature along with marketing initiatives utilizing Linked-In, Google ad words, and traditional marketing. Other possible lead generators may include target advertising, promotions, mailers, press releases, business cards, sponsorships, etc. Selling packaged training modules is already on the table but what more is there to offer? You mentioned maybe you will do webinar. What if a well-promoted webinar was a lead generator or rather then a service product for sale or a webinar to sell a webinar? Other offers?
Branding and brand development will be the centerpiece of the go-to-market plan. How HDOS is perceived by its ideal target audience will be critical to nail perfectly in this phase. Shaping the brand will be accomplished in part by messaging. HDOS messaging will reflect brand qualities and personality that are import to convince prospects to become customers. Messaging will consistently frame the HDOS proposition of quality, reliability, ease, confidence, and value. These particulars will be determined and fully drawn out copy written text with consistent in syntex and content descirbing offers and incentives throughout the website including outbound collateral, emails, ads, and other media. This will include use of the space, fonts and typography, color, images, videos, logos, snipes as needed.
The flow of information determines and how the site functions is the basis for the users experience. The flow and information design will be diagramed to facilitate website construction along with determining trigger points to move hit to become clicks or prospects to costumers. This includes triggers to advertising and social media responds by the use of incentives. Here we determine navigation, subdomains, forms, pop ups, links, shopping cart, back office functions and data mining.
Site design and construction:
The face of HDOS will be the landing page of the website along with the functionality and it features. An easy to understand user experience should be built into every word, image, and button. The graphic user interface (GUI) will be elegant in its simplicity and rich in content. The three second rule of "yes I am interested" will attract views to read on to quickly meet and then exceed their expectations. An overall "business friendly" experience will be projected throughout.
Hosting will need to be determined such as Word Press, Blue Host, Go Daddy. The advantage of Word Press is that Jim has experience with it and familiar with it's tools. It will be constructed with open source codes except for off the shelf or custom widgets that are much cheap to buy then make. These include sign up forms, (IS his this) opt in registration, and shopping cart transactions. The store or shopping cart may also be an off-the-shelf e-commerce module (WP probably has one) Other plug-ins such as these are inexpensive and appropriate for small business. Bank account, cc or PayPal process along with notifications will need to be set up.
Outbound collateral design and construction:
Notifications, reminder emails, new offers, and cover letter for training modules will conform to the GUI applied to the website. It is likely that 6 to 8 different personalized outbound offers and incentives may go to any single contact. These will be figured out in the tactics phase.
Testing and Go live:
Making the site and date systems 100% reliable along with administrative oversight.
Fees and Payments:
The fees quoted are ballpark estimate based on previous conversations but constitute a preliminary range to be reviewed before a final estimate is provided.
Included in the estimate is the work of subcontractors. The work of subcontractors are to be pre-approved and paid separately and directly by the client for specific products or services. Full payment will be made to subcontractors within 10-days of delivery. Incremental payments or a deposit may be required by certain subcontractors.
Initial projections of fees ranging from low to high for each phase of development.
$14,240 to $18,180 is the range of fees for the project. The range will be refined to a narrower range following the completion of discovery phase and estimates received from subcontractors.