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All projects need to consider key business issues, but online ventures require more in-depth understandings of a companyís corporate mission and its preparedness for meeting its goals. During this phase, core business needs are addressed, from market analysis and brand development to staffing, partnerships, and capitalization. During this phase, the companyís success is most important, as opposed to the success of a specific project.
This development involves participation at the highest levels of a companyís management and has long-range and long-lasting implications. These activities often include the overall development or evolution of corporate or site brands and the needs of sites to address organizational change. They include the following activities, resulting in the following deliverables:
Activity: Deliverables
- Business Strategy Development: Business Case
- Media Strategy: Media Strategy Plan
- Revenue Projections/Planning: Business Plan
- Financial Needs Assessment: Financial Model and Plan
- Competitor and Market Trends Analysis: Competitive Market Research
- Risk analysis and Management: Risk Management Report
- Alliance/Partner Strategy Development: Partnership Agreements
- Product/Service Positioning: Product Positioning Plan
- Consumer Marketing Research: Research Report
- Experience (Creative) Audit: Creative Brief
- Community Development: Community Plan
- Brand Development and Evolution Strategy: Brand Evolution Plan, Brand Use Plan
- Naming Development: Name Research and Alternatives
- Logo and Logotype Development: Logo/logotype Research and Design
- Corporate Identity System Development: Identity Standards Manual
- Strategic Domain Recommendations: Domain Recommendations and Registration
- Methodology Development and Customization: Process Audit, Customized Methodology, Training Development
- Technology Audit (Assessment and Evaluation: Technology Brief
- Technology Development
- Evolution Strategy: Technology Research and Plan
- Project Scoping: RFP
- Organizational Growth and Structure Planning: Staffing Plan and Candidates
- Online Advertising Campaigns Development
- Online Promotions Development
- Creation and Management of Ad Banner Campaigns
- Online Media Buying and Negotiation
- Online Event Planning
- Results Tracking
- Media Planning and Placement
- Consumer Focus Group Testing
Note that not all companies need a extensive development in each area. However, if asked questions pertaining to any of these issues, a companyís principles should have answers for all of these by the end of this phase and before any specific development projects (such as a website) start. Some of these activities may be addressed from time to time, but these decisions should last for longer than one project.