Tech Mahindra Campaign Management Project

The project charter outlines Tech Mahindra's initiative to enhance its campaign management software in response to competitive pressures. It details the project's purpose, objectives, and deliverables, including a comprehensive market analysis of competing products. The project aims to identify new features and functionalities to improve the software's value, ultimately increasing market share and customer satisfaction. Key components include a comparison report, a revised business requirements document, and a Go To Market strategy, all designed to ensure the successful launch of the enhanced software.

Tech Mahindra Growth Factories
PROJECT CHARTER
[NAME[
[Email address]

Contents
Introduction...........................................................................................................................................3
Background.......................................................................................................................................3
Purpose..............................................................................................................................................3
Project Overview...................................................................................................................................3
Justification...........................................................................................................................................4
Business Need...................................................................................................................................4
Strategic Significance........................................................................................................................4
Scope.....................................................................................................................................................4
Objectives..........................................................................................................................................4
High level requirements.....................................................................................................................5
Major Deliverables............................................................................................................................6
Boundaries.........................................................................................................................................6
Duration.................................................................................................................................................7
Timeline............................................................................................................................................7
Milestones.........................................................................................................................................7
Budgeting..............................................................................................................................................8
Funding Source..................................................................................................................................8
Estimate.............................................................................................................................................8
Alternatives Analysis.............................................................................................................................8
Assumptions, Constraints and Risks......................................................................................................9
Assumptions......................................................................................................................................9
Constraints.........................................................................................................................................9
Risks..................................................................................................................................................9
Project organization.............................................................................................................................10
Roles and Responsibilities...............................................................................................................10
Stakeholders Analysis......................................................................................................................11
References...........................................................................................................................................14
Appendix.............................................................................................................................................15
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Introduction
Background
Tech Mahindra Growth Factories is a public limited non-governmental organization that was
incorporated in the year 2015. It provides software publishing, consulting and supply services
to corporate. Software publishing includes development, distribution and documentation of
software. Consultancy involves development of new software based on client requirements.
The company is has developed a campaign management platform that is used by its
customers for managing their promotion and sales leads. The services provided by this
platform include IVR, SMS, Emails, and social networking through other platforms like
Facebook, Google and LinkedIn. The company is currently facing a lot of competition from
other players in the campaign management software publishing. Some of these competitors
include Knowlarity, ACL wireless, Netcore Solutions, and Route-mobile. To be able to
sustain this competition, the company aims to improve its current campaign management
system after studying the needs and options in the market for which the company has planned
to study the existing competing software and explore them to identify features and
functionalities that can be added in the Tech Mahindra’s propriety campaign management
software to enhance its value for customers.
Purpose
The project aims to help Tech Mahindra identify possible new features for its campaign
management system such that developmental gaps can be filled and the value of their
software can be enhanced For this, the project would involve exploration of other competing
campaign management software and identification of the features that can be useful for the
customers of Tech Mahindra such that are added in the software for its enhancement. With
the incorporation of additional features in the software published by the company, it aims to
improve its position in the market and increase its market share.
Project Overview
The project involves study of current campaign management systems that are competing with
the tech Mahindra product in the market and development of a new scope and functionalities
for the enhancement of its software based on this analysis. For this, the project would need
preparation of a comprehensive report involving comparison of the competing campaign
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management platforms on the basis of parameters like features, functionalities, industry
requirements, and business models. The report would also come up with the
recommendations on new features and functionalities for the current software of Tech
Mahindra and identification of the new technology advances in the area of digital media
marketing and analysis of their impacts on the market and users.
Based on this report, an implementation plan for a new campaign manager would be made. A
revised business requirements document would be created for guiding this new development
further, the USP of the new product would be identified based on which a Go To Market
strategy would be planned
Justification
Business Need
The company is facing severe competition from other companies in the campaign
management space and to be able to compete or increase the market share of its products in
the market, it needs to bring enhanced software that comes with more advanced and desired
features so that a greater market can be captured. For this, the company aims to develop a
new campaign management platform that would save both time and cost for the customer as
well as provide additional functionalities and features. This way, the company would be able
to dominate the market which would get the company more sales and thereby more revenues.
Strategic Significance
With the launch of an advanced software that has been developed after consideration of all
competition products as well as new market developments, the company is likely to improve
its image as well as the market share of the product which would bring the strategic benefit to
the company with enhanced positioning and brand capacities. The company would be able to
beat competition and dominate the market in the campaign management space.
Scope
Objectives
The objectives of this project include:
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 Identification and comparison of features and functionalities available in the
competing campaign management platforms like Knowlarity, ACL wireless, Netcore
Solutions, and Route-mobile
 Identification of features and functionalities that could be used for the development of
the new campaign management software for the Tech Mahindra project
 Exploration of the new technological advances in the campaign management space to
identify scope for product enhancement
 Development of a new product development requirement with those features included
that would help customers reduces their cost and time.
 Development of a Go To market plan to launch the product after it is being developed
(Bright Hub Media, 2015).
High level requirements
The project involves development of a new campaign management software that has the
following high level requirements:
Requirement Description
Development of a single promotional
tool for management of all third party
services to save time
The software that is proposed for
development must have a capability to
integrate with all the third party
campaign management tools
SaaS based licensing for saving cost The software would be provided on a
SaaS based licence such that the client
does not have a need to procure the
infrastructure for hosting
Identification of the improvements and
functionalities for the beta version of
new software
The current software features would be
studied to identify scope for
improvement and the other competing
software would be explored to identify
scope for addition of new functionalities
in the software for the development of
the beta version of the software
Competition analysis report Development of the report that
compares different available solutions in
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the market to identify desirable features
of the software
Identification of opportunities for new
advancements
New technological advances in the
campaign management space would be
studied to identify the scope for
improvement or incorporation of
features in the current campaign
management system of the company
Revision of business requirement
document
Development of a revised BRD
document with functionalities and
improvements suggested for the scope
for development of the new campaign
management software.
Identifying Go To Market Strategy Defining USP of the new software and
development of the Go To Market
strategic plan based on the same (Project
Management Institute , 2000).
Major Deliverables
Deliverables of this project include:
 Creation of a report that compares the solutions provided by Knowlarity, ACL
wireless, Netcore Solutions, and Route-mobile on the basis of parameters like
features, functionalities, industry requirements, and business models, explores various
new technological advances as well as provides the recommendations for
incorporation of features and functionalities in the new campaign management
software that would be developed by the company.
 Development of a new and Business requirements document for the development of
the new campaign management software
 Development of a Go to Market plan for the new software launch based on the USP of
the new software
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Boundaries
The following would be included in the project:
 Development of the comparison report for analysis of competition
 Development of the BRD document for revising scope of the campaign management
software development
 Development of a Go To Market plan for the launch of the new software
The project would not include the following:
 Actual development of the new campaign management software
 Execution of the plan for new software development
Duration
Timeline
Milestones
Executive Milestones Estimated
Completion Date
Development of comparison report on competing products
Development of report on latest advances in the campaign
management technologies
10th Sept 2017
Competition Comparison report Recommendations for
New features and improvements
Revised BRD document Go To Market Plan
05/11/201730/10/201720/09/201710/09/2017
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Executive Milestones Estimated
Completion Date
Assessment of explored features and technologies and selection
of those appropriate for the development of the new campaign
management software
Development of recommendations for inclusion of new features
and improvements in current features for the new software
Approval of the new recommendations for development
20th Sept 2017
Development of a revised business requirement document for the
development of the new and improved campaign management
software for tech Mahindra
30th Oct 2017
Identification of the USP and development of the Go To Market
strategic plan based on the same
5th Nov 2017
Budgeting
Funding Source
Tech Mahindra business accounts would be providing the funds required for this project.
Estimate
The total budget that would be approved for this project would include this cost of project
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execution plus an additional 10% as the contingency money so the total cost of the project
would be $35,200 (WSDOT, 2015).
Alternatives Analysis
Alternative to the analysis of the market competition and development of the new software
based on that would be increased marketing for the promotion of the current software in the
market to strengthen its positioning. However, the current software was developed a few
years back and many of the features may not remain powerful for today’s scneario.
Moreover, with increasing competition and technologies advances, the company risks lose of
customers if better products are made available in the market by competition. Thus, this
alternative does not suit the business goal of the company which is to enhance its market
dominance into the campaign management software space.
Assumptions, Constraints and Risks
Assumptions
The project is based on certain assumptions such as:
 The company has sufficient funds for the development of a feature rich software that
would be suggested in the plan
 The company has sufficient human resource required for the development of the new
campaign management software
 If the new software would be launched with the additional features and improvements
in the current software of the company in the market , it would increase the market
share of the company
 Analysis of competing software would reveal most of the necessities of users in terms
of software feature development.
Constraints
The project also has certain constraints such as
 The project cannot exceed its allotted duration nor can it take more funds than
allocated for the project
 The revised requirements document would not get approved unless the management
sees the strategic potential and business benefit in the development
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Risks
The project involving development of reports, requirements document and the Go to Market
plan can also have certain risks but these risks can be responded to in the following ways:
Risk Response Plan
The software features chosen are
not appreciated by the users
The comparison and analysis would not just included
the features of the competing software but the reviews
given by the customers on those features would also
be studied to ensure that the chosen features are
important for customers so that the software gets
acceptance easily after launch
There could be delays in the
development of the BRD
The delays could be introduced due to several reasons
such as lack of staff or delays in approvals from the
top management. In case of unavailability of the staff,
new staff would be allotted the work and in the case
of the delays in approved, the management would
push the higher authority to take out time for review
of the software requirement document so that the
development can begin.
Project Exceeds the budget A project plan document would be prepared before
the project is started and the project activities would
be monitored against it to ensure that there are no
deviations from the plan and in case, there are
chances of deviations then immediate action would be
taken to reduce expenses or take additional approvals
from the top management if necessary.
Project organization
Roles and Responsibilities
Project Role Project Responsibilities
Project Sponsor Tech Mahindra is the project sponsor who would be
responsible for reviewing the project in terms of business
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Project Role Project Responsibilities
potential, approving the budget and providing funds required
for the development of reports, development plans, and
strategic plans. Project sponsor would be approving the budget
for the development of the software.
Project Manager The project manager would be a person from within the
company who would be responsible for planning, executing,
monitoring and controlling the project. The project manager
would ensure that the project has sufficient capital and human
resources and all the activities decided in the plan are executed
as per the plan and within budget during its execution. The
project manager would keep monitoring the project and would
review its progress as well as provide the review to the top
management from time to time.
Analyst An analyst would be involved for collecting the data on the
competition software and preparing a comparison report for
the same
Requirement Manager Requirement manager would be studying the recommendation
report for the incorporation of the features and improvements
in the software and would create a business requirements
document which would be revised for the development of the
improved campaign management software
Top Management Top management would be involved in approving the
development plan as well as identifying the USP to decide on
the Go To Market Strategy
Marketing Manager The marketing manager of the company would be involved in
the development of a plan for the Go TO Market strategy
execution (Pearson, 2000).
Stakeholders Analysis
The internal stakeholders of the project include:
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Project Sponsor: The project sponsor is interested in getting the returns on the investments
made in any project and thus, the reports must state the commercial benefits that would be
achieved with the project and the development of the new product for the company.
Project Manager: Project manager would be mainly responsible for planning, executing,
monitoring and controlling the entire project and thus, he or she must have the information
about the entire project including its development requirements, the resources involved,
budgets, and progress. The project manager would virtually lead the entire project like its
owner and would be accountable for ensuring that all its deliverables are met.
Tech Mahindra Staff: The staff would be involved in collection of data, its analysis,
development of the document, marketing the developed software as well as marketing it. The
developed software should have features that look more promising to the customers such that
the sales and marketing staff find it easier to promote product and deal with the customers.
Also, they should have the knowledge about all the features and improvements done in the
new software to be able o sell it or plan marketing for it.
Software Developers: Developers would be involved in the actual development of the
software and thus, the information about the plans for improvement or addition of the
features in the software must be communicated to them. Their feedbacks may also be taken
while planning the feature development of the software to understand technical challenges
and finding solutions.
The external stakeholders of the project include:
Customers: The customers would be the ultimate users of the campaign management
software that would be developed and thus, it is important that they are satisfied with the
features added and the improvements made. Thus, their views are important to be considered
while selecting the features and improvements for development. Thus, before the final
document for development of the software would be approved, the feedback would be taken
from some of the potential users to ensure that all their needs are sufficiently met.
Competitors: As the projects aims to develop new software that can compete in the market
and gain the dominant position, the competition would be negatively affected. In such a case,
it is important the decisions about the development of the new software remain confidential
and do not reach the competition as they can come up with counter strategies to beat tech
Mahindra in the market even before the launch of the new software.
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