Software Project Statement of Work Document Sample

Marketing Intelligence Development Proposal
A N D S T A T E M E N T O F W O R K
Proposal Date: 2011.12.22
Prepared for: StraighterLine, Inc.
Prepared by: Gregory Weiss, Principal BI Solution Consultant
7976 Willoughby Avenue
Los Angeles, CA 90046
(p): 310.729.3442
gweiss27@gmail.com

Statement of Work StraighterLine, Inc.
INTRODUCTION:
The goal of this collaboration is to design & develop an upgraded marketing intelligence reporting system for
StraighterLine, Inc. (SL, Inc.) (www.straighterline.com). Presently, it is a challenge to generate and distribute
this information without laborious and inefficient manual processes, affecting strategic decision making
abilities as well as allocating resources to these activities instead of allowing them to be better utilized
throughout the organization. With over 15 years of experience in designing and implementing technology
solutions for both enterprise level and small business clients, I have the experience and a proven tracking
record meet and exceed your organizational needs. Thanks for taking time to review this proposal.
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Fee Summary:
PHASE 1 $22,240.00
Create Central Reporting System: $4,480.00 56 Hours
Data Flow Implementation: $10,400 (2,080.00 x 5 Feeds) 130 Hours
Report Creation Sub-Total: $7,360.00 92 Hours
PHASE 2
DISCOVERY $7,680.00
SOLUTION DESIGN / PROPTYPING $14,080.00
CONSTRUCTION / IMPLEMENTATION $6,400.00 per Sprint
Fee Schedule: 30% deposit; 70% of Phase Development Fees due upon milestone achievement.
(a deposit invoice will be sent upon approval of this proposal)
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PROJECT SCOPE:
SL, Inc. plans to attack their BI reporting needs in 2 phases. Phase 1 will require creating an automated
system to deliver their existing reporting in an efficient, expedited manner. There are 3 primary reports the
client will need to complete this requirement: 1.) The Web Metrics Report, 2.) The Media Performance By
Channel Report, and 3.) The Marketing Summary Report. Phase 2 calls for discovery and execution of
additional reports and a more sophisticated reporting system to provide greater BI intell igence regarding
SL’s on-going marketing and advertising efforts. SL has communicated that their top priority is the
completion of Phase 1 requirements. As of today, they wish to continue to examine and define their longer-term
BI strategy, and therefore, have an on-going interest in pursuing the goals of Phase 2.
Phase 1 Scope
In Phase 1, 3 sets of automated report output are required to be created. Each of these report sets and the
tasks to generate them are listed in this section.
23 December 2011 | Confidential P a g e | 2

Web Metrics Report
The Web Metrics report provides a summary of understand of web traffic for the SL website. This report
summaries Site Traffic volume, Referrals, Visitors and user activity over time and for various demographic
segments. The primary data source for this report is Google Analytics, which is already up and running,
and contains a significant volume of existing data.
The Web Metrics report contains multiple report views of information:
 Annual Summary: Traffic overview (by month) for the current year
 Annual (Previous Year) Summary: Annual summary for the previous calendar year
 Referral Report: Breakdown of referral traffic by month
 BOD Presentation Summary: This is a custom report view that needs more definition to analyze.
It is understood that, at a minimum, Phase 1 will provide the automated ability to generate this report as it
exists today, but that, during discovery, the final format and information for these reports will be
confirmed.
Media Performance by Channel Report
This report illustrates the effectiveness of separate marketing efforts to generate sales. The efforts
include Direct (SL) sales, organic sales, affiliate sales, and other sales efforts. It appears the data
sources are an aggregate of multiple systems (including Google, affiliate tracking sites, and internal
financial systems). These data is used in the generation of BOD presentations, and so will most likely be
required in one or more formats that allow the data to be used by different SL representatives and groups.
Marketing Financial Report
The marketing financial report contains a rollup and per affiliate site analysis of expenditures on
advertising programs. These reports will contain data sourced from multiple origin source repositories,
some of which will be required as feeds for the other required reports (hence, reusable work). This report
can be created IN FULL, with all data/feeds integrated, or with a growing subset of data to add to the
analysis.
The reporting output views will include but will not be limited to, the following:
 Master Rollout View: A comprehensive view of marketing expenditures and conversion analysis
from ALL advertising source and affiliate programs.
 LinkShare Report: Analysis of expenditures and performance of LinkShare marketing programs
 Post Affiliate Pro (PAP): Analysis of expenditures and performance of PAP marketing programs
 Integrate: Analysis of expenditure and performance of “Integrate” marketing programs.
Phase 1 Execution Tasks
There is a number of existing data sources that will need to be sources into a central reporting platform to
implement the phase 1 requirements. These feeds include, but may not be limited to:
 Google Analytics – Clickstream data

 LinkShare* – Affiliate # of impressions
 AOL/ Ad.com – Advertising information
 Google Ad Words – SEM and SEO data
 Post Affiliate Pro – Affiliate impressions
 Quickbooks – Financial (cost) data
 Zoho – CRM and BD Opportunity tracking
 Site Manager – Enrollment form, cohort, student id, source id
 Constant Contact – e-mail/CRM system
 Integrate
 WGU
In order to generate the required automated reports, a CRS system will need to be constructed containing
a standard Relational Database (RDBMS) and automated workflows will be setup to acquire the reporting
data from all sources and load it into the target (the main CRS system). The breakdown of tasks and
costs to complete this work are detailed in this section.
Central Reporting System: Implementation Tasks
The overall Microsoft DB Schema will need to be designed and implemented into the CRS to house data
required from source systems to generate the reports. The tasks to complete this work as follows:
Tasks Hours Rate SubTotal
Create Data Dictionaries for all Source Systems 16 $80 $1,280.00
Design Data Schema For CRS Data Store 24 $80 $ 640.00
Implement Schema into ODS (Stage & Production) 16 $80 $ 1,280.00
Totals 56 $4,480.00
Data Flow Implementation: Implementation Tasks
The need to implement these feeds in the automated processes in Phase 1 is dependent on the final
reporting output requirements and the timelines and budgets of the client. Therefore, only a subset of
these feeds may be required for Phase 1 delivery.
This proposal will consider the implementation of each data source independent of the reporting output,
as several of the feeds contain data used ACROSS reporting views.
Each data flow will require the following processes to automate their sourcing into the central reporting
system (CRS):

API / Scripting to access data from source system 8 $80 $ 1,280.00
ETL (extract, transform, loading) for source data into target (CRS) 12 $80 $ 1,280.00
Create workflow automation packages to acquire source data and
load into CRS (at defined time) intervals (ie: nightly)
6 $80 $ 640.00
Totals (Per Feed) 26 $2,080.00
Reporting Implementation
Creation of each report will involve defining the specific report data and output through prototyping
(sample text, excel, or other output examples) and specifying any execution criteria needed when running
the reports (ie: static, dynamic filters – date ranges). These tasks are broken out for each of the 3 phase
reports.
Web Metrics Report: Implementation Tasks
Definition & Prototyping 8 $80 $ 640.00
Implement Reporting Services View: Annual Summary Reports 8 $80 $ 640.00
Implement Reporting Services View: Referral Report 8 $80 $ 640.00
Implement Reporting Services View: BOD Presentation Reports 8 $80 $ 640.00
Totals 32 $ 2,560.00
Media Performance by Channel Report: Implementation Tasks
Implement Reporting Services View 8 $80 $ 640.00
Totals 12 $ 960.00
Marketing Financial Summary Report

Implement Reporting Services View: Rollout 8 $80 $ 640.00
Implement Reporting Services View: LS Report 8 $80 $ 640.00
Implement Reporting Services View: PAP Report 8 $80 $ 640.00
Implement Reporting Services View: Fixed Cost Analysis 8 $80 $ 640.00
Integrate Affiliates 8 $80 $ 640.00
Totals 48 $3,840.00
Phase 2 Scope
A. Discovery & Technology Road mapping
B. Solution Design
C. Construction (Sprint Iteration Development)
D. Transition & Training
The total scope of the development effort will be determined by the DISCOVERY PHASE and all cost estimates
and planned work will be driven by this understanding. Requirements, workplans, and fees may be subject to
revision if that understanding changes.
DISCOVERY & TECHNOLOGY ROAD MAPPING
Discovery is the process of capturing a complete understanding of the project objectives and deliverables.
These requirements and deliverables will be defined from the end-user point of view and prioritized based on
criticality for project success and timeline for delivery. Interviews will be conducted with key sponsor
personnel to understand their needs as well as to understand what, if anything, they are using today. Every
section and every page will be identified and accounted for.
Important aspects of the product will be represented in the individual page wireframes and workflows. This
will inform the client team and the web development team of the scope of the project. In addition, the
Discovery process and deliverables ensure:
• Meeting the business goals and objectives drive the development of the artifacts.
• The navigation, output, and functionality adhere to established standards of usability.
• Reporting nomenclature (names of sections, headers, subsections, menu items, etc.) is established and
approved.
• All interested parties know gain insight into the concept before it is built.
• The designers and developers have all the information they need to plan their contribution.

The end result of this phase will be the generation and presentation of ARTIFACTS capturing these
deliverables, including:
 Personas / Use Cases – Personas identify the specific users of the system and summarize their
overall goals and needs of the completed system. Use Cases dig deeper and define workflows of the
specific activities performed by system users.
 Business Requirement Summary – A document containing the captured business requirements to
be implemented. This document will either contain or be supplemented with business flow
documentation for data flows and processing (flowcharts), interface/report layouts (wireframes).
 Product Backlog – This document will contain a listing of all units of deliverable functionality, from
both a user and system perspective and will identify capabilities that must exist for the work to be
completed successfully. These units will be tagged in one of 3 categories (A – MUST HAVE, B – ADDS
VALUE, C – NICE TO HAVE). This classification will determine the priority and execution plan for
each of these requirements
 Workplan / Sprint Backlog – A workplan will be provided for all work to be completed detailing
what work, tasks will be excuted over what period of time. This plan will also identify what
sponsor resources will be required to complete these tasks. The Sprint Backlog itself will contain
the subset of the Product Backlog listing all the items to be completed in this iteration of work.
 Roadmap – A GAP ANALYSIS assessment of the current system and processes and a clear
picture of the capabilities the client would like to have ultimately have will be executed. This
assessment will provide a roadmap illustrating a suggested strategy to get from today to
tomorrow over the course of project execution. This assessment will be based requirement
priority, level of effort, cost to execute, and any pre-requisite tasks needed to execute any
requirements.
 Cost Estimates – Cost estimates for all time and materials needed to complete project work will
be provided.

EFFORT & PRICING
Knowledge Transfer – Sharon Spooler 8 $80 $ 640.00
Knowledge Transfer – David Parento 16 $80 $ 1,280.00
Knowledge Transfer – Director of IT/CIO 8 $80 $ 640.00
Knowledge Transfer – End-User (assume 3-2 hr sessions) 6 $80 $ 480.00
Document Creation – Personas 2 $80 $ 160.00
Document Creation – Business Requirements Summary
(includes BRD, Use Cases, Work-Flows, Data Dictionaries) 32 $80 $ 2,560.00
Document Creation – Product Backlog 8 $80 $ 640.00
Document Creation – Roadmap 16 $80 $ 1,280.00
Totals 88 $ 7,680.00
* Knowledge transfer sessions assume ability to complete assessments of existing infrastructure, data, data flows,
existing reports, reports and automation to be delivered.
SOLUTION DESIGN PHASE
The solution design phase defines the technology/engineering solution to implement the business
requirements. The data architecture will be created. Data schema, tables, and scripts will be defined. All data
management needs will be designed including ETL (extract transform loading of data from source to target
systems). All automated processes will be defined. All software, hardware hosting needs will be identified
and selected. Where possible, prototyping will be used to give end-users a vision of the completed system and
to ensure work is on target with client needs and expectations.
Design Phase Tasks Include:
 Database Architecture and Schemas Design
 Data Processing Systems Design (ETL)
 Solution Hosting Architecture
 Automation (data processing, report generation and delivery)
 System Administration
 User-Interface (Intranet Portals, 3rd Party Dashboard Tools)
 Security architecture

EFFORT & PRICING
Data Architecture Design
(includes complete Database Schema design)
24 $80 $1,920.00
Data Processing System Design
(includes source data identification, source-target mapping, ETL
processing)
40 $80 $3,200.00
Automation System Design
(SSIS, MSSQL Job Processes, Custom Scripting, Service Development)
24 $80 $1,920.00
User-Interface Design
(MI Reporting Intranet Portal Design, 3rd Party BI Tool/Repository Design)
24 $80 $1,920.00
Reporting Prototyping
(Wireframing of each specific report, mapping of all reports data to data
layer schema, source data)
24 $80 $1,920.00
System Administration Design
(if required, solution to manage access to reports, change automation
settings, manage users, add reports, etc…)
16 $80 $1,280.00
Security Architecture
(TBD based on Administration Needs)
12 $80 $960.00
Platform Design (Hardware, Software)
(including any enterprise software needs, internal or external hosting,
licensing)
12 $80 $960.00
Totals 176 $ 14,080.00
CONSTRUCTION (SPRINT DEVELOPMENT)
Site Authoring includes setting up all production platforms (Hosting, Intranet sites, installing/configuring any
software platforms and tools, implementing the database design, programming all scripts and identified code
blocks, implementing all reporting, configuring all automation (data flows, report automations), and setting
up any users of the system to gain access to required solution features and information. Also included is QA
testing during each build to insure working delivery of production elements.
EFFORT & PRICING:
Assumption is work will be executed in 2 week long Development Sprints, with a maximum of 80 hrs @
$80/Hr per sprint iteration, yielding a maximum $6400 cost per Sprint
COST PER SPRINT (Max Effort – 80 hrs @ $80/Hr) $6,400.00

*The site authoring should cover necessary work and in fact may be less depending on the final assessment of the
reporting, hosting, and administrative needs, as well as a complete understanding of what already can be leveraged
from the existing reporting solution.
A final workplan with revised costs will be provided after the original discovery phase is completed
TRANSITION PLAN / TRAINING
Consultant is available for on-site, remote training at the client sponsor’s request. All on-going support,
training or future tasks to be performed will be determined at a later date between consultant and client
sponsor.
COMMUNICATION PLAN
 It is understood that David Parento will serve as the primary Point -of-Contact between Gregory
Weiss and StraighterLine during this development effort.
 At a minimum, weekly project status meetings will be held to assess actual work status against
any existing work plans and project objectives.
 Gregory Weiss will provide a weekly summary status document outlining the complete status of
the ongoing work.
 Ad-Hoc phone calls, Q&A, and discovery sessions may be set up. All such discussion will be
coordinated through David Parento unless directed otherwise.
 Project Workplans, Product/Sprint Backlogs will be used to communicate work status and
understanding of priorities during the engagement.

PROJECT ASSUMPTIONS
Revision Policy & T&M fees
All costs, tasks, and execution plans are based on an agreed upon understanding and definition of scope.
These items may be revised during the engagement when a change in understanding has been reached.
It will be the responsibility of the consultant (Gregory Weiss) to alert the client when this has happened
and to communicate the details of this change.
Execution of Work
All work will be assessed and presented to the client prior to any execution of tasks. Client sponsor will
be responsible for final determination of priorities and will approve the execution of deliverables during the
engagement.
Access
Client will be responsible for coordinating with the consultant when needed at agreed upon intervals to
ensure the project can be executed in the agreed upon timeline.
Additional Costs/Materials
Client will be responsible for providing all needed solution needs including, 3rd party software, enterprise
platforms, hardware, hosting, or otherwise. Consultant will bear responsibility of procuring these
materials only after agreement of their need and cost reimbursement has been determined between
consultant/sponsor.
Technology Assumptions
Prior to a complete assessment, the consultant assumes the solution will leverage the Microsoft BI Stack /
Microsoft Development Tools and Applications. If this is found to be insufficient, the consultant will
provide a detailed understanding of why that is, what is needed, and an assessment of the tools and
materials needed to execute the work.
Consultant presently assumes all work can be executed using a standard transactional data model and
WILL NOT need a Dimensional Analytics cube for this work. If the current requirements result in the
needed for an Analytics cube, the overall scope and costs estimates will be revised and re-submitted to
the client for review.
Acceptance
Upon delivery of the final artwork listed above, the client will have 20 business days to review and request
changes, modifications, etc. If, within these 20 business days Gregory Weiss receives no request for
modifications or changes, or the client declares acceptance, Gregory Weiss will determine the final
deliverables have been accepted.
Final Delivery
All final source files are delivered to the client upon project completion.

Data Source Management
Data Source Export (y/n) Data Export Doc/Reference
LinkShare
Ad.com Yes (XLS, XML), some customization http://help.advertising.com/support/docum
entLink.do?externalId=34339
Post Affiliate Pro Yes (XLS), C# .Net API for data access http://support.qualityunit.com/871709-
Programmers-documentation
LinkShare Standard reporting provided (export to XLS)
Google Analytics Rich API (highly customizable) http://code.google.com/apis/analytics/docs
/gdata/home.html
Google AdWords Yes (Export to XLS) http://googlepublicpolicy.blogspot.com/200
9/10/yes-you-can-export-data-from-adwords.
html
Zoho.com Yes (standard reports and admin), Rich API for
custom data interaction (import/export)
http://zohoreportsapi.wiki.zoho.com/
Site Director
(CMS)
Constant Contact
Clickable.com Yes (I believe) http://www.clickable.com/advertising-solutions/
custom-options/report.aspx

PROPOSAL ACCEPTANCE:
GREGORY L. WEISS / CONSULTANT
Signed
Printed Name
Date
STRAIGHTERLINE, INC.
Signed
Printed Name
Date

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