Building a Business Case for Content Management Systems Presented by Brian Moran
Key Points • No difference between CMS and any other large-scale business decision • Do your research and be prepared for tough questions • Sell it without selling it – let them come to the conclusion • Sell it again, but this time be direct
What is a Business Case (BC)? A structured proposal for business improvement that functions as a decision package for organizational decision-makers. A business case includes an analysis of business process performance and associated needs or problems, proposed alternative solutions, assumptions, constraints, and a risk-adjusted costbenefit analysis. [GAO]
BC Broken Down 1. A structured proposal for organizational decision-makers 2. It includes an analysis of business process and associated needs 3. Proposes alternative solutions 4. Includes a risk-adjusted costbenefit analysis, with identified assumptions and constraints
BC Broken Down 1. A structured proposal for organizational decisionmakers 2. It includes an analysis of business process and associated needs 3. Proposes alternative solutions 4. Includes a risk-adjusted costbenefit analysis, with identified assumptions and constraints
Proposal for decision-makers • Factors to consider: – What drives decisions in your organization? – Who are the key players in decision making and how do you cultivate their buy-in? – What was the last project, of similar scale, that made it through this gauntlet? Is the individual who crafted the proposal around?
Proposal for decision-makers • My approach: – Found a well networked staff member and used them as a conduit to the stakeholders – Performed a stakeholder analysis – Kept program area executives involved in the analysis – Kept program area executives and their staff apprised of all developments along the way
BC Broken Down 1. A structured proposal for organizational decision-makers 2. It includes an analysis of business process and associated needs 3. Proposes alternative solutions 4. Includes a risk-adjusted costbenefit analysis, with identified assumptions and constraints
Analysis of business process and associated needs • Factors to consider: – How is content currently managed? Are your procedures codified? – Are the key decisions makers knowledgeable of the current process? – Do they see the same problems you see with the current process? – Are they convinced the problems are so severe that it warrants a multi-year million dollar initiative ?
Analysis of business process and associated needs • My approach: – Performed business process analysis – Codified manual processes – Exposed flaws in processes to stakeholders – Uncovered a deep desire for decentralized management of content coupled with a strong desire for improved quality assurance
BC Broken Down 1. A structured proposal for organizational decision-makers 2. It includes an analysis of business process and associated needs 3. Proposes alternative solutions 4. Includes a risk-adjusted costbenefit analysis, with identified assumptions and constraints
Propose alternative solutions • Factors to consider: – What scale? • Large scale – workflows, versioning, integration with portal • Medium scale – rudimentary workflows, versioning • Small scale – decentralized content editing – What’s the feasibility of obtaining the required budget? – What happens if you do nothing?
Propose alternative solutions • My approach: – Used rough cut requirements in an RFI – Reviewed products and determined scale – Enumerated scalar differences – Included do nothing as an alternative – with risks associated with this alternative
BC Broken Down 1. A structured proposal for organizational decision-makers 2. It includes an analysis of business process and associated needs 3. Proposes alternative solutions 4. Includes a risk-adjusted costbenefit analysis, with identified assumptions and constraints
Cost-benefit analysis • Factors to consider: – Benefits • Are there increased returns from other investments? • Can this be leveraged for other things in the pipeline? • Are you plagued with process related errors? • Do you have any COOP requirements? – Costs • • • Size of site Training Number of users Implementation costs Content Migration
Cost-benefit analysis • My approach: – Benefits • Reaffirmed what they concluded during the stakeholder analysis. The project was a means to: – – – improve process inefficiencies, reduce Web production costs, reduce human error, accelerate content delivery times, and decentralize content control. – Costs • Provided ROI % [ (Discounted Benefits – discounted costs) / discounted costs] x 100
Cost-benefit analysis What is average salary (per hour) of staff that handles the posting of documents ? $$ How many times (average) does each pose documents per day? # How long (average) does it take to retrieve the paper document? # How many times (average) does each person prepare/send communications on this topic per day? ## YOUR TOTAL MANUAL PROCESSING COSTS TODAY (PER YEAR) $$ YOUR ANNUAL POTENTIAL RETURN (SAVINGS) $$ RETURN ON INVESTMENT - MONTHS UNTIL SAVINGS EXCEED INVESTMENT $$ FIVE YEAR RETURN ON INVESTMENTS $$ Cost Analysis Assumptions Time to retrieve documents # Time to post documents # Typical CMS Implementation Costs - Small Scale System $$ Typical CMS Implementation Costs - Medium Scale System $$ Typical CMS Implementation Costs - Large Enterprise System - $$ Typical Reduction in XXX Costs of XXX $$ Typical Reduction in Time Spent on Web postings #
Building a Business Case for Content Management Systems brianvmoran@gmail. com 443 -415 -3018
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