Project Scope Worksheet - Group 3 (1)

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Feb 20, 2024

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Group Assignment 3: Worksheet for Clarifying Project Scope PJM5900, Spring 2023, Group 3 Shelby Bryant, Claire Maurer, Shane Eubank, Muhammad Akhtar, Bisengimana Gakunzi, and Kanidaye Okorji Part I: Define the Problem Define the problem that your project needs to solve. What are the underlying practical and business needs that the project must address?  Customers are unaware of the application needed for the e-collar to locate dogs. o The campaign must result in an increase in application downloads.  Pet Technologies Inc. has stagnating revenue sources. o The campaign must result in an increase in monthly application subscriptions.  Potential customers are unaware of the e-collar and its benefits. o The campaign must clarify to future customers the details of accessories and technology required to make e-collar work efficiently and effectively.  Customers are unaware of the benefits of the subscription fee. o The campaign must clarify to current customers the need to purchase subscriptions to make the e-collar work efficiently and effectively. What caused people to identify the problem that this project needs to solve?  Pet Technologies developed a new product that is unknown in the marketplace. Pet Technologies' management recognized that to generate sales for the Company and provide value to customers via the e-collar product, customers must be informed of the new e-collar and its benefits to dog owners.  Initial testing with potential consumers showed they were unaware of the app requirements and the subscription fee.  Focus groups indicated that potential customers were more unwilling to purchase the subscription fee when it came as a surprise.  Potential customers did not consider purchasing the e-collar because they thought it would be more expensive than it is. Part II: Brainstorm Alternatives List possible alternatives that you and other project team members have generated for addressing the business need you’ve identified. Evaluate the alternatives and indicate which one will best address the need. Explain why you believe it’s the best alternative.

1. Hire Ad Jungle to develop a full marketing campaign for the e-collar, including identifying the target market, concept development, managing and creating content, and product education. 2. Develop a full marketing campaign in-house for the e-collar, including identifying the target market, concept development, managing and creating content, and product education. 3. Create engaging social media posts in-house and attempt to have e-collar content go viral. 4. Select key social media influencers and provide the e-collar to them so that they can create organic awareness of the product and its benefits. 5. Appoint an employee in-house to do SEO and web development to create more hits for the product’s webpage. 6. Increase the company budget for partnerships and B2B marketing for national pet store chains and independent retailers. 7. Create an Amazon storefront and invest in marketing directly on the Amazon platform. 8. Hire an external ad agency other than Ad Jungle to develop a full marketing campaign, including identifying the target market, concept development, managing and creating content, and product education. We have chosen option 1 to best address the problem because it offers a comprehensive and specialized solution to meet the campaign's needs. Hiring Ad Jungle, a professional marketing agency that has worked with Pet Technologies before, would ensure that every aspect of the campaign, from identifying the target market to creating and managing content, is handled by experts with years of experience in the field. This would result in a more effective and efficient campaign that can generate better results, increase brand awareness, and drive sales. Additionally, Ad Jungle's expertise in product education could help customers understand the product's benefits and features, leading to increased customer satisfaction and loyalty. Overall, option 1 is a strategic investment that can provide long-term benefits for the company. Part III: Identify Stakeholders Who has the stake in the outcome of the proposed project? Identify the project stakeholders and their needs. Do the various stakeholders’ goals for the project differ? If so, how? What criteria will different stakeholders use to judge this project success? VP of Sales at Pet Technologies, Inc. (Project Sponsor):  Needs: o Increase in product sales company-wide. o Production of advertising campaign must come in on time and on budget.  Measure of success: o 7 percent increase in company-wide sales, year over year, between fiscal year 2024 and fiscal year 2023.  Possible goals conflict:

o Is motivated for the e-collar to have a successful ad campaign, but not at the expense of decreased sales wholistically. o More interested in the campaign coming in on time and budget than the ad campaign being creative and unique. Product Manager at Pet Technologies, Inc:  Needs: o Maximize sales of the e-collar, specifically. o Mitigate confusion around the technology, subscription fee and the product purchase.  Measure of Success: o 100 sales within the first month of launch, and a 20% increase in sales, month over month, for the first 12 months after launch. o 98% of customers download, install, and setup the application within the first 2 weeks of purchase. o 95% customer satisfaction scores for the e-collar based on select surveys to registered customers.  Possible goals conflict: o Primary interest in sales of e-collar, and not of Pet Technologies, Inc. products as a whole. o More interested in a creative ad campaign than predictably coming in on budget. Marketing Team at Pet Technologies, Inc:  Needs: o Marketing of the e-collar aligns with company-wide marketing goals. o Marketing of the e-collar aligns with the Pet Technologies brand.  Measure of Success: o Brand Guidelines are fully adhered to.  Possible goals conflict: o Not directly motivated by the e-collar ad campaign producing sales due to it being developed by an external contract provider. o More concerned with alignment of e-collar campaign materials with existing Pet Technologies materials than having e-collar materials be creative. Accounting/Finance Team at Pet Technologies, Inc.  Needs: o Advertising campaign should have a predictable budget that can be forecasted accurately throughout the remainder of the fiscal year. o Timely communication surrounding projected expenses and actual expenses throughout project.  Measure of Success: o Project does not go over budget.

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o All records are submitted for expenses.  Possible Goals Conflict: o More concerned with a predictable budget than the advertising campaign resulting in sales of the e-collar. Product Development Team at Pet Technologies, Inc.  Needs: o Advertising materials should accurately describe functionality. o Materials should be educational in setting expectations of how to setup the e- collar. o Materials should not give potential customers the impression that the e-collar does more, or could do more, than it actually does.  Measure of Success: o 95% customer satisfaction scores for the e-collar based on select surveys to registered customers.  Possible Goals Conflict: o More concerned with not having inflated customer expectations, resulting in a reactive demand for immediate product changes than having high sales numbers for the e-collar. Ad Jungle :  Needs: o Pet Technologies has reasonable ideas of potential target audience. o Pet Technologies has sufficient resources available to answer questions and provide approvals for creative direction. o Advertising campaign is deemed successful by client.  Measure of Success: o Advertising campaign is developed and delivered on time and within contracted budget. o Pet Technologies provides payment in full and on time.  Possible Goals Conflict: o More concerned with ad campaign being seen as creative in the marketplace and drawing attention than with materials being consistent with Pet Technologies brand guidelines. o More concerned with ad campaign creating sales than accurately depicting current product functionality and educational materials. Ad Materials Production Firm(s)  Needs: o All requests for materials have order forms properly filled out with information required to produce collateral.  Measure of Success:

o Order forms are complete and accurate. o Order forms are submitted no later than 10 working days weeks prior to materials needing to be delivered to the customer. o The invoice is paid in full and on time.  Possible Goals Conflict: o More concerned with producing materials as requested than producing materials that will be effective in generating sales. May not have resources or focus on identifying errors and opportunities for improvement in materials requested. o Motivated to produce materials as requested and when requested; will not be motivated to make up for project delays if delays do occur. Current customer base  Needs: o Would like to believe that recently purchased products from Pet Technologies were not a poor purchase due to being obsolete.  Measure of Success: o Belief that Pet Technologies, Inc. stands by older collar products.  Possible Goals Conflict: o May not want to feel need to purchase new product. Target audience:  Needs: o To easily understand the product and associated technology. o To have an easy-to-use product. o Be seen as an early adopter of technology.  Measure of Success: o Purchase of e-collar matches expectations that were set by ad campaign materials: pricing was accurate, collar easy to set up and start using, and GPS location is accurate.  Possible Goals Conflict: o Customer expectations go beyond what can be controlled by the project team for the advertising campaign development. o Failure of the product's technology may result in a perceived failure of the ad campaign to set accurate expectations. Pet supply retailers:  Needs: o Increase in retail store visits by customers due to interest in the e-collar. o Have an easy-to-sell product that customers want and will easily know how to use.  Measure of Success:

o An advertising campaign results in any number of additional customers visiting retail locations or visiting retail websites for purchases. o Less than 5% of e-collar sales are returned for refunds or product assistance.  Possible Goals Conflict: o More interested in getting customers to retail locations and purchasing products than those customers specifically purchasing the e-collar. o May be wary of providing technical support to customers if advertising materials give the impression that mobile phone application is complex. Shelters:  Needs: o Ensure that consumers understand that this technology is not a replacement for microchip services and ID tags. o Easily understand the scope of the locating capabilities of the e-collar.  Measure of Success: o No animals arrive at shelters with the e-collar and without means of contacting their owners.  Possible Goals Conflict: o Interested in pets not getting lost; not motivated by e-collar being a commercial success unless it can be shown to reduce incidences of lost animals. Part IV: Define Objectives Clearly state your projects’ objectives. Do they reflect stakeholders’ needs? Make sure each objective is SMART.  The objective is to run an advertising campaign to promote the new product to the target audience. The primary objective is to provide a low-cost budgeting advertising contract which can help the company to achieve its product sales targets. Specifically: o By June 15th, 2023, develop a series of appealing ad concepts for the e-collar, with at least three unique concepts offered, each of which targets a different audience subset. o Based on the results of the testing phase, revise and complete the chosen ad concept by July 15th, 2023, allotting a maximum of 40 hours (about 1 and a half days) to this assignment. o By August 1st, 2023, create and launch an advertising campaign for the e-collar with a spending cap of $150,000. o Using a combination of measures, including click-through rates, conversion rates, and brand awareness surveys, evaluate the advertising campaign's success by October 1st, 2023, with the goal of attaining a minimum return on investment (ROI) of 2:1 on the project investment.

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o Launch the e-collar product successfully by the end of Q3 2023, capturing 15% of the target market's dog owners, attaining a customer satisfaction rating of at least 4.5 out of 5, and generating $2 million in revenue in the first year of sales. Part V: Anticipate Trade-offs What are the conflicting demands of your stakeholders? The key stakeholders are Pet Technologies Inc, Ad Jungle, Pet owners who use smart phones, and the Cellular network providers. The conflicting demands of the stakeholders includes:  Pet Technologies wants to keep cost low, but Ad Jungle wants maximum fees for the execution of the campaign;  The pet owners would prefer a cheaper cost for using the e-collar app while Pet Technologies Inc. may want the most revenue that covers the app development cost, and maximum profit;  Pet owners may want the e-collar to be easy to use and provide accurate location data, while Ad Jungle may want to focus on creating an eye-catching and attention-grabbing advertising campaign. What trade-offs can you anticipate in terms of quality, time, and cost?  Quality Vs Time: The increase of the quality of the advertising campaign including determine the target audience, develop alternative concepts for the advertising campaign, create creative collateral, determine the mix media, and oversee the advertisement could delay the time of delivery; However, if the time of execution is reduced, there could be an inadequate quality of advertising deliverables.  Quality Vs Cost: The increase in the quality of the advertising campaign output may increase the cost of the advertisement campaign of production; on the other hand, decrease the cost of affect the quality of advertisement campaign;  Cost Vs Time: When the project's timeline is increased, the cost will also be increased, but if the cost is reduced, there will be inappropriate quality of advertising campaign by Ad Jungle. What “scope creep” can you anticipate?  determine the target audience,  develop alternative concepts for the advertising campaign, create creative collateral,  Change of scope that could result of increasing time and cost; What additional problems might stakeholders want the project to solve?  e-collar battery duration;

 Pet Technologies Inc. Competitors that may have other new security features like home cameras; Clarify what lies inside (and outside) the project’s scope.  Out of scope: addition or changes to product features.

Project Scope Worksheet - Group 3 (1)

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