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Sr Digital PM Homework '23

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Scope & Cost

Describe how you’d go about scoping and costing this brief. Who would you involve from an agency to ensure you had a robust plan and budget?


Getting Started.

Understanding the client’s needs, I started this exercise with a prioritization exercise, with P0 being most urgent need at launch and P1+ indicating lower priorities for post-launch. I also separated key details to focus on what is a project requirement, and what is an objective or outcome of a successful project.

Prioritization and Definition of Needs.

Client Need
Priority Level
Definition
1
New product launch
P0
Requirement
2
Small website
P0
Requirement
3
Security (Chinese firewall concern)
P0
Requirement
4
Generate leads
P0
Objective
5
Attract investors
P0
Objective
6
Attract talent
P0
Objective
7
Establish digital footprint
P0
Objective
8
Content development
P1
Requirement
9
Large-scale website
P2
Requirement
There are no rows in this table
⁠

Creating the scope.

Given there are several high-priority details and some lower-priority items, I believe the right approach to this client is to build confidence through immediately addressing the most pressing needs and then develop a lasting relationship through additional partnership opportunities. My approach is to show the client we are fully capable of delivering everything they need, and to build a staggered team focused on the client’s priorities. The below timeline indicates how Agency X’s full product suite could aide the client, and in a way extend the timeline beyond their exceptionally short 6-week demand.

Estimated Timeline for Launch.

Technology delivery
Data & analytics
Product strategy
Market testing
Launch and scale
New Component Design & Dev
Content engagement
Marketing automation
Experience personalization
Journey optimization
Aug 2023
Sun27
Mon28
Tue29
Wed30
Thu31
Sep 2023
Fri1
Sat2
Sun3
Mon4
Tue5
Wed6
Thu7
Fri8
Sat9
Sun10
Mon11
Tue12
Wed13
Thu14
Fri15
Sat16
Sun17
Mon18
Tue19
Wed20
Thu21
Fri22
Sat23
Sun24
Mon25
Tue26
Wed27
Thu28
Fri29
Sat30
Oct 2023
Sun1
Mon2
Tue3
Wed4
Thu5
Fri6
Sat7
Sun8
Mon9
Tue10
Wed11
Thu12
Fri13
Sat14
Sun15
Mon16
Tue17
Wed18
Thu19
Fri20
Sat21
Sun22
Mon23
Tue24
Wed25
Thu26
Fri27
Sat28
Sun29
Mon30
Tue31
Nov 2023
Wed1
Thu2
Fri3
Sat4
Technology delivery
Data & analytics
Product strategy
Market testing
New Component Design & Dev
Journey optimization
Week
TodayFit
⁠

Understanding the Project Team.

Knowing the client’s requirements and objectives and how Agency X can get them there, we can be confident in our approach to the project team. I have broken down the projected roles of the team and their areas of focus, providing a clear approach for the client to understand how each person will impact the work. In the below table, I have broken up the project into pre-and-post launch efforts to map the burn rate of the team on each side of launch.
Technology.
The technology craft would be deeply represented in order to sustain a high-velocity across development activities. DevOps focused on standing up environments, FE and BE engineers focused on rapidly building the site, and QA Analysts checking the quality of work within every ticket.
The Tech Director is a client-facing role, working in coordination with the Product Manager to fully understand the client’s requirements and make appropriate recommendations.
The Tech Lead is client-facing, but much more focused on day-to-day activities of the development team.
The QA Analysts of course perform desk checks for each ticket, ensuring a high-quality code output.
Design.
The design craft is represented by a UX designer and a Visual Designer (VD). In this scenario a Creative Director is likely not needed as the client has already established brand guidelines that we’re expected to utilize.
Our UX designer will work close with the client and the Product Manager to ensure component design aides in achieving our client’s objectives. They will also be providing wireframes that our Researcher can use for usability testing.
The Visual Designer will work in coordination with UX and Product to ensure appropriate look and feel in accordance with the brand guidelines, as well as with Technology to provide necessary break points for development-ready designs.
Strategy.
The strategy craft is comprised of several functions that develop the product strategy and provide insights to the client for best practices or recommendations, for example, establishing the IA of the site.
The Product Manager is at the forefront of this group, working in lockstep with the client to understand their business objectives and gather requirements that inform the other crafts what and how to design and build. Many of the decisions made by the client and Product Manager are informed from insights gleaned from Research and Analytics. Our POV needs to be well-informed, and this is achieved by providing data-backed insights to the client.
Program.
This group consists of the Project Manager and Client Partner, who focus on the health and status of both the project and client relationship.
The Project Manager is responsible with understanding project progress, documenting critical information including project risks, and ensuring blockers are addressed and cleared. Beyond these priorities, there’s the financial responsibility of ensuring the project is well-maintained against the SOW in terms of profitability.
The Client Partner is even more high-altitude, ensuring client satisfaction is achieved and maintained. They are also responsible for identifying and tracking opportunities for the account.

Project Team, Estimated Hours, and Cost.

Role
Craft
Phase
Pre-Launch Allocation
Pre-Launch Hours
Pre-Launch Cost
Post-Launch Allocation
Post-Launch Hours
Post-Launch Cost
Rate
1
Tech Director
Technology
Transform
Innovate
Grow
25%
60
$10,800.00
25%
60
$10,800.00
$180.00
2
Tech Lead
Technology
Transform
Innovate
Grow
100%
240
$33,600.00
50%
120
$16,800.00
$140.00
3
FE Engineer
Technology
Transform
100%
240
$28,800.00
100%
240
$28,800.00
$120.00
4
FE Engineer
Technology
Transform
100%
240
$28,800.00
0%
0
$0.00
$120.00
5
BE Engineer
Technology
Transform
100%
240
$28,800.00
100%
240
$28,800.00
$120.00
6
BE Engineer
Technology
Transform
100%
240
$28,800.00
0%
0
$0.00
$120.00
7
QA Analyst
Technology
Transform
100%
240
$22,800.00
100%
240
$22,800.00
$95.00
8
QA Analyst
Technology
Transform
100%
240
$22,800.00
0%
0
$0.00
$95.00
9
Visual Designer
Design
Transform
Innovate
100%
240
$60,000.00
100%
240
$60,000.00
$250.00
10
UX Designer
Design
Transform
Innovate
100%
240
$72,000.00
100%
240
$72,000.00
$300.00
11
Product Manager
Strategy
Transform
Innovate
Grow
100%
240
$72,000.00
100%
240
$72,000.00
$300.00
12
Researcher
Strategy
Innovate
50%
120
$24,000.00
50%
120
$24,000.00
$200.00
13
Analyst
Strategy
Transform
Grow
50%
120
$24,000.00
50%
120
$24,000.00
$200.00
14
Content Strategist
Strategy
Innovate
Grow
100%
240
$96,000.00
100%
240
$96,000.00
$400.00
15
Project Manager
Program
Transform
Innovate
Grow
100%
240
$63,600.00
100%
240
$63,600.00
$265.00
16
Client Partner
Program
Transform
Innovate
Grow
25%
60
$27,000.00
25%
60
$27,000.00
$450.00
There are no rows in this table
3240
Sum
$643,800.00
Sum
2400
Sum
$546,600.00
Sum
⁠

Establishing Cost.

Knowing we essentially have three phases of the project with two pre-launch and one mostly post-launch, we can propose a holistic project scope for the client but also offer for this to be a piecemeal solution. I have estimated the rate table based off of typical Huge rates for the included roles.
Pre-Launch Cost.
Understanding the client is time-bound with launching their site and generating leads, our first exercise is to ensure we’re able to commit to the timeline. I’m estimating that we could deliver the client’s website capable of driving leads, luring investors and attracting talent for approximately $650K.
Post-Launch Cost.
While the site will be live, the work is far from done. In a post-launch environment there’s plenty of additional activities that can be done, driven by real-time feedback and analysis. It’s during this time I propose we continue refining content, understand how users are interacting with the site and optimizing page structure and the content hierarchy. Additionally, now is the time to integrate marketing automations to maintain contact with leads and drive conversions.


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