Lead Generation System Project for Two Minds Technology Company

This project outlines the development of a lead generation system for Two Minds Technology, an educational platform. It begins with project background, followed by a detailed requirement analysis including high-level and low-level requirements. Stakeholder analysis identifies key individuals and their roles. The project includes requirement traceability, project goals (SMART goals), and a literature review exploring marketing strategies in the education sector. The methodology employs a qualitative research approach, utilizing PMBOK stages for project management, including initiating, planning, executing, controlling, and closing. The project aims to improve Two Minds' ability to attract students through various lead generation techniques, such as social media marketing, parent marketing, chatbots, and RSS feeds. The project also includes an AS-IS analysis and gap analysis to identify areas for improvement. The project is approved by the Chief Operating Officer and supervised by a Project Supervisor.

LEAD GENERATION SYSTEM

Contents
1. Project Background.......................................................................................................................1
2. Requirement Analysis...................................................................................................................2
High-Level Requirements...................................................................................................................2
Low Level Requirements....................................................................................................................2
3. Stakeholder analysis.....................................................................................................................2
4. Requirement Traceability.............................................................................................................5
5. Project Goals.................................................................................................................................6
6. Research and Literature Review...................................................................................................7
7. Methodology...............................................................................................................................10
8. Approval......................................................................................................................................11

1. Project Background
This project is taken by Brainstomers that is an organization consisting of four people who
are working for developing a lead generation solution for Two Minds Technology Company.
Two Minds has the biggest education support platform for engineers in the world and runs
various programs and applications to engage them. The applications that the company has
developed are the most downloaded ones in the Engineering space. The company uses
various platforms to connect the students of colleges with companies in order to get the study
materials or them. The company also allows user generated materials from platform visitors
to increases interactivity on the portal. Currently the company is looking for promoting its
skills development programs for which the company needs to target users through lead
generation.
2. Requirement Analysis
High-Level Requirements
 Analysis of current IT systems and website to support the development plan for the
marketing project
 Make recommendations to overcome flaws in marketing using AS-IS model
 Conduct research on global trends of marketing used by colleges in Australia to
attract candidates
 Propose lead generation solutions for Two Minds Technology
Low Level Requirements
 Develop advanced targeting methods for lead generation such that more and more
students can be reached.
 Perform gap analysis to understand gaps between the objectives of the organization
and its current to help identify possible solutions

 Implement a string lead generation tool on the website that would bring more visitors
to the website
3. Stakeholder analysis
Name
Roles Interest Influence
on project
Responsibilities Need for
communication
Deepika
Rani
Project
Manager
High High Responsible for
managing all project
activities including
planning, resource
allocation, scheduling,
project execution,
monitoring, and
control
Must know all the
activities of the project
as they are progressing
and thus, is reported by
project team on weekly
schedules (Zellner,
2011).
Manjodh
Singh
Technical
Lead
Moderat
e
Moderate Identify the technical
requirements and
prepare technical
project documents
Need to be
communicated about
the goals of the project
such that technical
requirements can be
identified. The goals
would be
communicated to him
by the project manager
Ravinder
Kaur
Project
Analyst
High Moderate Would have to analyze
all the requirements for
Need to be
communicated about

forming the basic
activities required in
the project
the high level
requirements of the
project such that these
requirements can be
analysed. The
requirements would be
communicated to him
by the technical lead
(Breyfogle, 2004).
Arshdeep
Kaur
Project
researcher
High Moderate Conducting research
on lead generation to
understand how
universities and
colleges attract
students and explore
possible solutions
The research needs to
understand the goals of
the project such that
appropriate research
can be and he would
be communicated
about goals by the
project manager
Shamshee
r Syed
Project
Guide
Moderat
e
High Help with suggestion
of appropriate tools for
the project
He would be
communicated about
the progress and issues
faced such that the
suggestions can be
taken for solving them
by the project manager

Danish
Abbasi
Superviso
r
High Moderate Supervise the project
activities and ensure
that the team fulfils all
the project
requirements
The project team has to
work with supervisor
on the daily basis and
thus, a close
coordination is
required between the
core project team and
supervisor for
execution (Young,
2008).
4. Requirement Traceability
Requirement traceability can help project deliverables meet client expectations. It can be used to
verify if all required functionalities on a project are met using a traceability matrix. For this, it is
essential that all the requirements of the project throughout the project life cycle are monitored and
tracked.

Figure 1: Requirements Traceability Model (CDC, 2006)
The requirements that would be traced on a project include business, functional, non-functional,
compliance, and other supporting requirements related to the project or product development
activities (CDC, 2006).

Use case diagram
Context diagram

Requirement Type Description KPI
Project will increase
the attraction of
users
Functional Improve experience
of users
Reliability
Better Gap analysis Functional Saves lot of time in
customer acquisition
Less loss due to
customer loss
Improved
accessibility
Functional Improve business by
understanding users
in a proficient
manner.
Better option for
users for advertising
5. Project Goals
Project goals should be smart which means that they should be specific, measurable,
achievable, realistic, and time bound such as defined below:
 Development of a lead generation plan to improve the capability of Two Minds to
attract more students to the portal by 15th Sept 2017
 Come up with AS-IS analysis of the current systems used in Two Minds Technologies
for identification for the scope of improvement by 16th Sept 2017

 Compare current digital marketing practices used by Two Minds Technologies with
the lead generation project goals to identify gaps and come up with the best possible
IT solution for the organization by 20th Sept 2017.
6. Research and Literature Review
Competition is increasing in the education domain as world class institutes and
universities with good placement records are coming up with world-class infrastructure and
environment. These institutions work hard to attract students who have passion to achieve
things in life. Some of the most common strategies that these universities use to attract talent
may be appropriate to explore here as it would help devise strategies for two Minds to attract
the same talent (Monteleone, 2016).
These include:
Topic: Social Media and Social Media Marketing: A Literature Review
Authors: Mohammad Furqan Khan and Dr. Anisa Jan
Date of Publication: Nov. 2015
Link: http://www.iosrjournals.org/iosr-jbm/papers/Vol17-issue11/Version-1/
C0171111215.pdf
Reference: (Khan & Jan, 2015)
Universities use digitization for capturing all the engineering industry information and use the
same while marketing and advertising through social media to gain momentum. Social media
being an inexpensive told for marketing has become an essential tool for them.
Advertisements through social media marketing has become a primary tool for all the
universities and colleges that want to reach out to Engineering students and the same is also
being used by Two Minds to attract students to their website (Sreedharan, 2015).
Topic: Factors influencing student’s enrolment decisions in selection of higher education
institutions (HEI’s)
Authors: Farhan Mehboob , Syed Mir Muhammad Shah and Niaz A Bhutto
Date of Publication: Sept. 2012
Link: http://journal-archieves23.webs.com/558-568.pdf
Reference: (Mehboob, Shah, & Bhutto, 2012)

Parent marketing: To reach students, they do extensive targeted marketing but they also
reach out to parents of the students as they play a key role in taking decisions about student’s
education. Monthly meetings are organized with parents to understand their concerns and
requirements. Parent marketing can also be done on digital media by creating advertisements
that directly speak to the parents for their kids which has been used by the institutions to
attract parents who are the key decision makers on getting their kids enrolled in specific
educational programs or colleges (Abrahamsson, Corral, Oivo, & Russo, 2015)..
Topic: Linkedin As A Learning Tool In Business Education
Authors: Brett Cooper; Mary Kate Naatus
Date of Publication: Oct. 2014
Link: https://www.researchgate.net/profile/Mary_Naatus/publication/
298431108_Linkedin_As_A_Learning_Tool_In_Business_Education/links/
573d9ef208ae9f741b2fef63/Linkedin-As-A-Learning-Tool-In-Business-Education.pdf?
origin=publication_detail
Reference: (Cooper & Naatus, 2014)
Connection with students: Organizations creative impressive social media company
profiles on LinkedIn, Facebook, Twitter and Instagram where they connect with students
directly. These companies generate various posts and activities to engage students with their
brand on the social media. This includes allowing students to post feedbacks as well as ask
questions to the organizations through social media (K. Coperich & Cudney, 2016).
Awareness Events: Organizations arrange for various conferences, congresses,
webinars and webcasts in which students are invited to be a part of such that awareness of the
latest happenings in the education domain can be created in students (ePravesh, 2015)
Upon the exploration of the current gaps in the company’s strategies and the market trends in
the education industry, some possible solutions can be recommended for Two Minds for lead
generation such as:

Topic: Big Data and Social Media to Improve the Quality of Higher Education
Authors: Dr. Savita Kumari (Sheoran)
Date of Publication: Mar. 2016
Link: http://www.ijcsmc.com/docs/papers/March2016/V5I3201699a1.pdf
Reference: (Kumari, 2016)
Big Data Application: Big data is the latest technology that is data driven and can be used
for behavioral targeting. Students can be made to view advertisements that are most relevant
to their preferences and interests through the use of this technology (Bain, 2014). This
involves an analysis of the previous browsing activity of students including the pages viewed
by them, searches made by them and advertisements clicked by them. With this, students can
also be provided with the location based information such that targeted campaign could be
delivered to the right students at the right time (Price, 2014).
Topic: SFITBOT
Authors: Natalina Rodrigues;Samiksha Salgaonkar;Shreya Salunke;Natasha Rego
Date of Publication: 2016
Link: http://ijcsit.com/docs/Volume%207/vol7issue2/ijcsit20160702117.pdf
Reference: (Rodrigues, Salgaonkar, Salunke, & Rego, 2016)
Chatbot: Chatbots can be installed on the company portal such that student would be allowed
to chat with the brand representatives as well as with other students. With chatbots installed,
the engagement of the students on the website would increase (GOULD & AUTOMABOTS,
2016). Chatbots would engage engineering students coming on the website making them stay
for a longer duration on the website. A longer duration of visit means they would have more
exposure to advertisements and thus, the chances of clicking on the websites would increase
which would get the company more revenues from the advertisers (Abbasi & Kazi).
Moreover, with more ad clicks, advertisements would also get benefited which would
increase the brand value of Two Minds thereby attracting more advertisers to their portal
(Benotti, Martínez, & Schapachnik, 2014).