eXtropia goals vision strategy_jan_2003

Goals, Vision, Strategies 2003
Selena Sol | selena@selenasol.com | selenasol.com/selena |
http://www.slideshare.net/selenasol

Table of Contents

1. EXTROPIA CORPORATE .......................................................................................................... 5
1.1 Mission .................................................................................................................................. 5
1.2 Measurable Goals ................................................................................................................. 5
1.3 Branding ................................................................................................................................ 5
1.4 Strategies .............................................................................................................................. 5
1.5 Strengths and Weakness ...................................................................................................... 5
2 INFRASTRUCTURE TEAM ......................................................................................................... 7
2.1 Global Team .......................................................................................................................... 7
2.1.1 Mission .......................................................................................................................... 7
2.1.2 Measurable Goals ........................................................................................................ 7
2.1.3 Branding ....................................................................................................................... 7
2.1.4 Strategies ...................................................................................................................... 7
2.1.5 Action Items ................................................................................................................... 8
2.1.6 Strengths and Weakness ............................................................................................... 8
2.2 Office Sys Sub-Team ............................................................................................................ 8
2.2.1 Mission .......................................................................................................................... 8
2.2.2 Measurable Goals ........................................................................................................ 8
2.2.3 Branding ....................................................................................................................... 8
2.2.4 Strategies ...................................................................................................................... 9
2.2.5 Action Items ................................................................................................................. 9
2.2.6 Strengths and Weakness ............................................................................................ 9
2.3 Project Support Sub-Team .................................................................................................... 9
2.3.1 Mission .......................................................................................................................... 9
2.3.2 Measurable Goals ...................................................................................................... 10
2.3.3 Branding ..................................................................................................................... 10
2.3.4 Strategies .................................................................................................................... 10
2.3.5 Action Items ............................................................................................................... 10
2.3.6 Strengths and Weakness .......................................................................................... 10
2.4 Deployment and R&D Sub-Team........................................................................................ 11
2.4.1 Mission ........................................................................................................................ 11
2.4.2 Measurable Goals ...................................................................................................... 11
2.4.3 Branding ..................................................................................................................... 11
2.4.4 Strategies .................................................................................................................... 11
2.4.5 Action Items ............................................................................................................... 11
2.4.6 Strengths and Weakness .......................................................................................... 11
3 FINANCE TEAM......................................................................................................................... 12
3.1 Mission ................................................................................................................................ 12
3.2 Measurable Goals ............................................................................................................... 12
3.3 Branding .............................................................................................................................. 12
3.4 Strategies ............................................................................................................................ 13
3.5 Action Items......................................................................................................................... 13
3.6 Strengths and Weakness .................................................................................................... 13
4 PRODUCT DEVELOPMENT ..................................................................................................... 14
4.1 Mission ................................................................................................................................ 14
4.3 Branding .............................................................................................................................. 14
4.4 Strategies ............................................................................................................................ 14
4.5 Action Items......................................................................................................................... 15

5. PROJECT MANAGERS ............................................................................................................ 16
5.1 Mission ................................................................................................................................ 16
5.3 Branding .............................................................................................................................. 16
5.4 Strategies ............................................................................................................................ 16
5.5 Action Items......................................................................................................................... 16
6. PROJECTS ............................................................................................................................... 18
6.1 Mission ................................................................................................................................ 18
6.3 Branding .............................................................................................................................. 18
6.4 Strategies ............................................................................................................................ 18
6.5 Action Items......................................................................................................................... 18
7. QUALITY CONTROL (QA/TESTING/SUPPORT AND MAINTENANCE) ............................... 20
7.1 Mission ................................................................................................................................ 20
7.3 Branding .............................................................................................................................. 20
7.4 Strategies ............................................................................................................................ 20
7.5 Action Items......................................................................................................................... 20
8. PROTOTYPING......................................................................................................................... 22
8.1 Mission ................................................................................................................................ 22
8.3 Branding .............................................................................................................................. 22
8.4 Strategies ............................................................................................................................ 22
8.5 Action Items......................................................................................................................... 22
9. SALES ....................................................................................................................................... 24
9.1 Mission ................................................................................................................................ 24
9.3 Branding .............................................................................................................................. 24
9.4 Strategies ............................................................................................................................ 24
9.5 Action Items......................................................................................................................... 24
10. MARKETING ........................................................................................................................... 26
10.1 Mission .............................................................................................................................. 26
10.2 Measurable Goals ............................................................................................................. 26
10.3 Branding ............................................................................................................................ 26
10.4 Strategies .......................................................................................................................... 26
10.5 Action Items....................................................................................................................... 26
10.6 Strengths and Weakness .................................................................................................. 26
11. ADMIN ..................................................................................................................................... 28
11.1 Mission .............................................................................................................................. 28
11.3 Branding ............................................................................................................................ 28
11.4 Strategies .......................................................................................................................... 28
11.5 Action Items....................................................................................................................... 28
12. HUMAN RESOURCES ........................................................................................................... 29
12.1 Mission .............................................................................................................................. 29

12.3 Branding ............................................................................................................................ 29
12.4 Strategies .......................................................................................................................... 29
12.5 Action Items....................................................................................................................... 29
13.1 MIssion .............................................................................................................................. 31
13.3 Branding ............................................................................................................................ 31
13.4 Strategies .......................................................................................................................... 31
13.5 Action Items....................................................................................................................... 31
14. MANAGEMENT ...................................................................................................................... 32
14.1 Mission .............................................................................................................................. 32
14.3 Branding ............................................................................................................................ 32
14.4 Strategies .......................................................................................................................... 32
14.5 Action Items....................................................................................................................... 32
15. PRODUCT DEVELOPMENT MANAGEMENT ....................................................................... 33
15.1 Mission .............................................................................................................................. 33
15.3 Branding ............................................................................................................................ 33
15.4 Strategies .......................................................................................................................... 33
15.5 Action Items....................................................................................................................... 33
16. DESIGN ................................................................................................................................... 34
16.1 Mission .............................................................................................................................. 34
16.3 Branding ............................................................................................................................ 34
16.4 Strategies .......................................................................................................................... 34
16.5 Action Items....................................................................................................................... 34
17. COMMUNITY DEVELOPMENT (PERL AND JAVA ADT) ..................................................... 35
17.1 Mission .............................................................................................................................. 35
17.3 Branding ............................................................................................................................ 35
17.4 Strategies .......................................................................................................................... 35
17.5 Action Items....................................................................................................................... 35
18. BUSINESS DEVELOPMENT .................................................................................................. 37
18.1 Mission .............................................................................................................................. 37
18.3 Branding ............................................................................................................................ 37
18.4 Strategies .......................................................................................................................... 37
18.5 Action Items....................................................................................................................... 37
19. KL TEAM ................................................................................................................................. 38
19.1 Mission .............................................................................................................................. 38
19.3 Branding ............................................................................................................................ 38
19.4 Strategies .......................................................................................................................... 38
19.5 Action Items....................................................................................................................... 39

1. eXtropia Corporate

1.1 Mission
We make profit now and in the future by designing and building products that are
used primarily by financial institutions to provide banking services to businesses
and by helping systems integration (SI) partners (sometimes internal eXtropia SI
groups) to implement those products.

1.2 Measurable Goals
Success in 2003 will be measured according to the following criteria:

1. Jan – Jan profit after tax (PAT) of 3M SGD
2. Delivery of Version 2 of eXtropia ACE, eXtropia Trade, eXtropia CM2, and
eXtropia Treasury
3. Set up self-sustaining Malaysian operations
4. 1 new major (>1M revenue) account in Thailand, Malaysia, and Singapore
5. At least 2 new major (>1M revenue) distribution partners
6. At least 1M revenue from existing clients

1.3 Branding
Our brand is defined by 4 elements:

1. Business driven technology
2. Expertise (domain, security, and technology)
3. Quality & Support
4. Support of customers and partners

1.4 Strategies
There are 7 key strategies that will define the activities of eXtropia in 2003

Strategy Importance Urgency
Sense of urgency/ownership (everyone 1 1
thinks like a shareholder)
Develop sales and marketing 2 2
Projects -> Products 4 6
Develop mid-level management 5 5
Expand regionally (KL and Thailand) 6 4
Preparation for IPO 2005 7 7
Enhance Channel management 3 3

1.5 Strengths and Weakness
Strength Weakness
Breadth of products Lack of product depth
Regional diversification Too reliant on key customers
High technical prowess Not enough domain knowledge across

the company and within all required
domains.
Committed staff Inexperienced mid-level management
team
Good guerilla marketing Deterioration of brand and delivery
Strong operations Problems with too much micro
management
Excellent track record Not enough sales channels

2 Infrastructure Team

The Infrastructure team is divided into three sub-groups

 Office Sys
 Projects Support
 Deployment/R&D

2.1 Global Team
2.1.1 Mission
Create and maintain infrastructure-related services that ensure a productive and
efficient environment for internal teams and clients and/or partners

2.1.2 Measurable Goals

1. 95% uptime office infrastructure
2. 90% uptime of project infrastructure
3. Average response time < 20 minutes 24x7

2.1.3 Branding
Our brand is defined by 3 qualities:

1. Reliable and Recoverable
2. Professional
3. User friendly

2.1.4 Strategies
There are 7 key strategies that will define the activities of the team in 2003

Implement RFC -> Project -> SOP 6 6
methodology across the board
Complete SOPs 7 7
Implement new infrastructure services 4 1
with quality assurance
Standardized deployment process across 1 3
all clients/projects
To have a process/standard responding to 2 2
infrastructure-related items
Define security policies 3 4
Standardized procedures/policies for 5 5
preventive maintenance

2.1.5 Action Items
Action Item Who When
Handover team management to Ray Eric and Ray Done
Identify what SOP work remains Ray April
Develop 2003 budget (poor, ok, ideal versions) Ray Done
Develop Progress Report Template Ray Done
121s Ray Done

2.1.6 Strengths and Weakness
Strength Weakness
Solid technical knowledge Still some gaps between team
members’ technical skill
In most cases, a team member can More skilled member of the team tends
stand in for another not to trust the less skilled ones with
certain tasks.
Brilliant team members Hard to manage!
Initiative/Proactive Too “loud” sometimes.

2.2 Office Sys Sub-Team
2.2.1 Mission
Ensure that office infrastructure supports the needs of day-to-day operations
including

 E-mail
 File management
 Network
 Telephony
 Security and virus protection
 PC support
 Backup/Disaster Recovery
 Remote Access


1. 95% Uptime

2.2.3 Branding
Other than the three brands defined by the global team, our brand is defined by
two qualities:

1. Fast Response

2. Friendly Support

2.2.4 Strategies

Implement RFC -> Project -> SOP 1 1
Complete SOPs 2 2

2.2.5 Action Items
Test Disaster Recovery capability Ray June 30
Re-implement Virus Spot checking Ray Apr 30
Pager spot checks Ray Apr 30
Develop process to ensure security updates Ray July 31
Develop a report for weekly log monitoring Ray July 31
Edit outstanding SOPs (Eric has them) Ray May 31
Complete outstanding SOPS (Proxy and Team Done
Caching, Web Sever, Network Monitoring)
Format all SOPs to Rita’s format Ray May 31
Complete move to NT domains Swee Tat Apr 30
Decide if we need to switch ISPs Ray, ST, and PC Apr 30
Execute process for Network Monitoring Swee Tat Done
SOPs for Security and Preventive Measure Swee Tat and TBD
Phillipe

Strength Weakness
Solid technical knowledge Sometimes impatient with request from
truly clueless users
Approachable personality Not enough SOPs in place (handover
will be difficult).
Intelligent Tend to stray if not managed closely
Versatile: able to take a different role Can be undermanned sometimes due
(prototype, development) to demanding projects
Responsible—contactable during odd Present in the office during odd hours
hours too sometimes

2.3 Project Support Sub-Team
2.3.1 Mission
Support the requirements of project teams in the eXtropia office or on customer
sites including:

 Testing
 Design, Implementation, and Management of Development and Staging
Environments
 Deployment and Systems Integration


1. 90% Uptime

2.3.3 Branding
one quality:
1. Expertise

2.3.4 Strategies

rd
Build Support for 3 party SI Teams 1 1
Complete SOPs 2 2

2.3.5 Action Items
Implement easy to use solution for external Philippe Apr 30
access to internal file system
Identify points for strong Infrastructure Infra June
support and develop SOPs accordingly
Work on Support Plan for 3rd Party SI Teams Ray, Infra, Eric May
and/or Dave

Strength Weakness
Have genuine care in making things Still relatively disorganized—need
better some procedures and plans in place.
Helpful to developers Have nothing in place currently for 3rd
party SI teams.
Able to provide input not only from Messy project environment since it’s in
infra perspective, but also the same machine as everything else.
development perspective.

2.4 Deployment and R&D Sub-Team
2.4.1 Mission
Identify, design, and build infrastructure tools and components that 1) support
products, 2) support deployment, or 3) can be sold as products as well as
develop and manage deployment standards and procedures to ensure that the
Project Support Team is as efficient as it can be.


 Successful deployment, not more than 10% lateness in deployment
phase.
 Rapid deployment features for all eXtropia products.

2.4.3 Branding
two qualities:
1. Leading-edge
2. Ease of use

2.4.4 Strategies

Define Business Plan 1 1
Complete SOPs 2 2

2.4.5 Action Items
Deployment process standardization Phillipe May 31
Come up with testing environment testing Phillipe Apr 30

Strength Weakness
Proactive Loud, may not be very tactful
sometimes.
Striving for technical excellence May not suggest the most practical
solution at times.
Will be pulled in at times to do office
system tasks and other things.

3 Finance Team

3.1 Mission
Ensure that business units are provided with accurate, timely, and appropriate
financial services and information. Specifically, we:

1. Structure and manage a day-to-day bookkeeping system to a point where
the input of errors is minimized, while ensuring optimal check and
balances.
2. Identify and implement financial strategies to maximize use of working
capital and cash flow.
3. Set up time and cost effective means to gather information and data
needed for business analysis and decision-making.
4. Provide an intelligent and appropriate analysis of the data in clearly written
reports for:
a) The management team on a weekly basis that enhances their ability to
make decisions, to define strategy, and manage operations.
b) The board on a quarterly basis to allow it to analyze return on investment
and forecast future growth

1) Accountant takes over the accounting process: which includes monitoring
billings and receivables, and updating the accounts.
2) Regular on time reports sent to group CFO weekly, and weekly financial
progress report submitted which is clear, accurate and up to date.
3) Measures to allow cost analysis to be implemented, and results used for
proposal writing, and price setting for future products.
4) Finance dept moves away from mere book keeping, and suggests
strategies for long-term planning.
5) Planning for 2003/4 – cash flow and budget projections to be in place for
planning and strategy.

3.3 Branding
Our brand is defined by four qualities:

1. Accuracy of data – financial data is only useful if relied upon. To be
reliable it must be accurate consistently.
2. Timeliness of reporting – financial data and analysis only has relevance if
it is delivered in time for the right action to be taken in time.
3. Usefulness and depth of analysis – financial analysis needs to be more
right than not, and really essential to daily operations as well as
projections.

4. Appropriateness of action taken following analysis and decisions made –
the numbers must have meaning, and actions taken must be proportional
to what they say.

3.4 Strategies

Redefine roles – not just numbers crunching 1 4
Evolve from cash mgmt to cash budgeting 5 5
Adopt professional standards for IPO 2 1
Set up processes to analyze cost of sales 3 2
Set up means to gather info for reports 4 3

3.5 Action Items
Define Board report templates Accountant and Hsien Mar 01
Investigate grant opportunities Accountant Mar 15
Teach Budgeting workshop for mgrs Hsien and Accountant Jan 15
Develop cost analysis system Accountant Mar 15
Develop profit analysis system Accountant Mar 15

Strength Weakness
Good practical set of accounts – Limited understanding of accounting
closely matches operational needs concepts, reporting is difficult
Detailed spreadsheets, good records Data not easy to use for planning
Cash closely managed Cash flow unpredictable
Simple system Lacks info for analysis

4 Product Development

4.1 Mission
Identify, design, and build products that can be 1) sold through eXtropia sales
and marketing channels, 2) implemented by our SI partners (including internal),
3) satisfies the requirements of marketing and sales, and 4) that applies relevant
business and technology innovation based on unbiased research.


1. Delivery of products on time and on budget, based on proper software
development process.
2. Software Development Process in place, tailored for Product.

4.3 Branding
Our global brand is defined by 5 qualities:

1. Innovative from a business perspective (not techies) – value add
2. Secure and Bug Free
3. On time, on budget, high quality
4. Works closely with ALL departments
5. Easy-to-use Products (customers and Bank IT) – User-oriented

4.4 Strategies

Define and implement Product Dev 1 6
Process
Complete Host Emulator 4 2
Complete ACE V2 3 1
Complete CM2 V2 5 3
Complete Trade Finance V2 6 4
Complete Fees Module 7 5
Complete ACE V3 8 7
MS Integration
BSSO->ACE
Sample App
Fully customized drop downs
Consistent research on market, industry 2 8
and technology

4.5 Action Items
Meeting to define a Product Development eXtropia Jan 15th
process (RFC to be produced) developers (led by
Cassandra)
Define research methodology and process eXtropia Feb 11th
(RFC to be produced) developers (led by
Stephan)
Define job scopes for Product developers Ray TBD

Strength Weakness
Solid technical knowledge. The less senior members of the team
are still too technology-oriented.
Have the luxury of following a more Some of the decision will be dictated by
proper software development process. business—may not always be ideal for
products.
The senior member of the team is a The senior member of the team is
technical guru with very strong separated from the team
domain/business knowledge. geographically.

5. Project Managers

5.1 Mission
Deliver solutions on-time, on-budget, to the specifications, and to the quality
standards defined by our corporate brand. In addition, provide CRM to keep
customers happy and to develop follow-on sales that can be handed over to
sales to follow up.


5.3 Branding
Our global brand is defined by three qualities:

1. On-time, on-budget, on-quality
2. We are not tech consultant, but business consultants.
3. Better than the specs

5.4 Strategies

Rebuild the team 1 1
Enhance project direction 2 2

5.5 Action Items
Recruit senior project manager in KL Chin Wan Mar 31
Identify other members of KL team to help Chin Wan Jan 31
with PM work
Work out weekly agenda for project Ching & Chin Wan Jan 20
meeting
Start weekly project meeting Chin Wan Jan 20
Improve KL team business knowledge – Chin Wan Feb 14
possible KL Book Club

Strength Weakness
Integrity - Customer believes what our Lack of sense of urgency, control
PMs say when issues occur and that necessary to deliver on time
we do things in their best interest as
we see them
Technical capability – customer Lack of business knowledge other than

respects our PMS when they speak direct projects worked upon
up
Relationship management – customer Lack of consistent on-going project
feels comfortable communicating with analysis (risks, dependencies etc.)
our PMs
Lack of sales acumen (tactical and
strategic sales experience)

6. Projects

6.1 Mission
Deliver solutions on-time, on-budget, to the specifications, and to the quality
standards defined by our corporate brand.


1. The average delay in project delivery is not more than 10%.
2. Software Development Process in place, tailored for Product.

6.3 Branding
Our global brand is defined by two qualities:

1. On-time
2. We are not tech consultant, but business consultants.

6.4 Strategies

Define and implement Software Dev 1 2
Process
Technical Skill Improvement 2 1
Improve Collective Ownership & 3 3
Knowledge Transfer Process
Improve Business Knowledge 4 4

6.5 Action Items
Define job descriptions for all levels of Ray Jan 21
developers
Define Software Development Process Ray Finalize in
February
Finalize ADT vrs Struts Ray Done.
Roadmap
coming next
week.
Cross Train developers Ray Ongoing
Business Training Book Club and Ongoing
more to come

Strength Weakness
All team members in one location Doesn’t currently have a senior team
member like Product Development
Team has.
Overall solid technical skill Some members are relatively junior
Strong team spirit Too much handholding by senior
member at times.
Still too technology-oriented.

7. Quality Control (QA/Testing/Support and Maintenance)

7.1 Mission
Ensure that products meet the expectations of clients in terms of bugs/bug
management, performance, ease-of-use, and functionality. Continuously improve
and strive for premium standard on both project and product deliveries.


1. The number of bugs found in the UAT for projects (after internal testing)
2. The number of bugs reported for the products after its release

7.3 Branding
Our global brand is defined by four qualities:

1. Timely and accurate
2. Positive, friendly, and professional
3. Meticulous
4. High quality assurance

7.4 Strategies

Define a QA process and procedures 1 1
Improve testing skills by building technical 2 2
knowledge
Constant participation of QA team during 3 3
And product development process

7.5 Action Items
Meeting to define QA process and EXtropia Jan 28th
procedures (ie SOPs) developers (led by
JC)
RFC: QA SOPs JC Feb 4th
Acquire technical knowledge from JC and Philippe Feb 18th
Infrastructure team
Attend relevant technical courses to JC TBD
improve testing skills
QA milestones for each project and product JC and developers TBD
development
Constant testing and feedback on all JC and developers TBD
software development in progress

Deliveries of test plans for each project and JC TBD
product

Strength Weakness
Meticulous May be to “stiff” in certain situation
Has the drive to improve the situation Potentially undermanned
Currently no procedures in place.

8. Prototyping

8.1 Mission
Primarily, to provide HTMLized user interfaces and demos with embedded
workflow according to specifications defined by product development, marketing,
and sales; and secondarily, to provide timely graphical and HTML support to
developers on ongoing and new projects.

1. Come up with look & feel concept boards for new project within 7 working
days
2. Interfaces and workflows which require not more than 2 click-throughs
3. Slice and dice a HTML template within 8 hours
4. Produce simple, yet pleasing Flash designs within 1 day
5. (Barb to) Spend no more than 15 minutes on editing Jason’s written work
6. Able to implement one Javascript in a HTML page within 2 hours

8.3 Branding

1. Banking (product specific) domain knowledge
2. Innovative business solutions
3. User-friendly workflows and interfaces (for users and administrators)
4. Comprehensive demos that “look and behave like real”
5. Fast, clean, accurate work and on-time delivery

8.4 Strategies

Improve design skills for user interfaces 1 3
Improve domain knowledge 2 2
Expand network of banking experts from 3 1
whom knowledge can be gained
Improve Javascript skills 4 4
Improve graphics software application 5 5

8.5 Action Items
Talk to Ching and other people about Barb/Jason Jan 07 –
behind-the-scenes bank processing and Dec 31
approval processes for various facilities
once a fortnight (1 hour sessions)
Dissect, study and test Javascripts Barb/Jason Jan 01 –

once a week (1 hour sessions, every Dec 31
Friday)
Barb to help Jason improve English Barb/Jason Jan 01 –
skills by giving and assessing reading Dec 31
and comprehension assignments (1 hour
sessions, once a month)
Improve proficiency in Flash (self-study, Barb June 30
Study books on website graphic design
(self-study, quarterly presentations with
peer ratings) quarterly presentations with
peer ratings)
Improve proficiency in PhotoShop (self- Jason June 30
study quarterly presentations with peer
ratings)
Learn Flash basics(self-study quarterly Jason August 1
presentations with peer ratings)

Strength Weakness
Fast, clean coding Javascript
Solid HTML coding skills Flash
Good communication skills (Barb) Poor communication skills (Jason)

9. Sales

9.1 Mission
Close deals that 1) generate high profit margins and 2) support marketing and
business goals.

1. Jan – Jan profit after tax (PAT) of 3M SGD
2. 1 new major (>1M revenue) account in Thailand, Malaysia, and Singapore
3. At least 2 new major (>1M revenue) distribution partners
4. At least 1M revenue from existing clients

9.3 Branding
Our brand is defined by five qualities:

1. Listens to customer
2. Awareness of eXtropia’s internal concerns – product readiness,
resourcing, legal responsibilities, capabilities and profitability.
3. Domain and technology expertise
4. Flexibility
5. Honesty

9.4 Strategies

Make reporting a priority 1 1
Develop Sales Collateral (guides, demos) 1 1
Build a team and get them out there 1 1
Get pipeline to 20 Million 1 1

9.5 Action Items
Define 2003 Sales Budget Eric Feb 15
Complete Security Whitepaper Dave Apr 01
Genericize Kok Wei’s S&M docs Dave Apr 01
Develop Deployment Guide Dave Apr 01
API docs for 3rd parties Dave Apr 01
Hire senior sales babe Eric Mar 01
3 Qualified leads in Bangkok Eric Apr 15
Update Sales Brochures Dave Mar 01
Update Sales Guide/SOP Dave Mar 15

Strength Weakness
High calibre team Not enough sales tech support
Support from upper management Too few sales people
Good existing channels and brand

10. Marketing

10.1 Mission
Create the right setting for the sales team to sell their products. To work with
Product Development to identify products people will pay money for. Provide
market intelligence to other groups.

1. Develop one new media relationship in Bangkok or targeted city
2. Get WebWare published in Bangkok
3. Jointly organize two events with channel partners or clients
4. Develop one new relationship with an IT group (like LUGS) in Bangkok
5. Develop better relationship with The Asian Banker journal or equivalent;
either get published or co-organize an event.

10.3 Branding
Our global brand is defined by four qualities:

1. Ubiquity
2. Street smarts
3. Technology smarts
4. Cool

10.4 Strategies
The following key strategy will define the activities of the team in 2003

Improve Reporting 1 1

10.5 Action Items
Exchange with PK Deal Li Yuen Jan 01
Define 2003 Marketing Budget Li Yuen Jan 15
Update Marketing Plan for 2003 Eric, LY, and Dave Mar 15
Get WebWare into Bangkok Press Li Yuen Mar 15
Quarterly brainstorming meetings Dave
Improve market intelligence
Build external relationships

Strength Weakness
Guerilla marketing Relationship with main newspapers

and business newspapers in
Singapore, KL, Bangkok, Jakarta and
the rest of Asia
Relationship with Computer Relationship with Computer
publications in Singapore & KL publications in Bangkok, Jakarta and
other countries that eXtropia may be
venturing into
Relationship with Singapore event Relationship with banks and banking
organizers related publications
Relationship with bookshops in Banking domain knowledge
Singapore and KL
Relationship with IT groups in Market intelligence
Singapore and KL
Relationship with event organizers,
bookshops and IT groups in Bangkok
and Jakarta etc
Strong brand awareness Imprecise positioning
Good marketing skill sets Defocused by extradepartmental tasks

11. Admin

11.1 Mission
Keep the company running as smoothly, as efficiently, as securely and as
economically as possible.

1) Creating/updating simple spreadsheets that can be viewed easily and
capable of being updated and changed easily.
2) Weekly submission of status updates for HR and Admin progress report.
3) Monthly submission of office budget

11.3 Branding
1. Efficient – we save time, money and resources
2. Easy to use (simple to update, and manage)
3. Consistent
4. Professional
5. Smart action, not dumbly following rules.

11.4 Strategies


Define roles and goals for team 1 1
Streamline processes 2 2
Clarify lines of reporting and authorization 3 3
Create pro-active and intelligent mind-set 4 4
Increase feedback and reporting 5 5

11.5 Action Items
Write job descriptions and define goals Hsien Jan 15
Define line of authority Hsien Jan 10
Plan monthly budget for supplies Linn Jan 3
Monthly admin meeting Rita First
Monday

Strength Weakness
Clearly defined rules and procedures Not all procedures efficient
Good record keeping Spreadsheets hard to change, update
Dedicated, hardworking team Need more initiative and thinking

12. Human Resources

12.1 Mission
Provide company with the best people possible within the budget and keep them
happy, motivated and improving through good policies and management.

1. A fair and consistent performance appraisal method implemented to
monitor / chart staff performance by end March.
2. Select deserving employees through performance appraisals for year end
rewards
3. Maintain happy, stable workforce with minimal conflicts. Organize 4 staff
activities this year (one per quarter), low on cost, high on fun, to increase
staff interaction and togetherness.
4. Harmony between management and staff

12.3 Branding
1. Consistent and fair
2. Receptive to feedback
3. Cost-aware but not cost-obsessed
4. Pro-active in making change

12.4 Strategies
There are 4 key strategies that will define the activities of the team in 2003:
Set quality standards that is clear, quantifiable and agreed by all.
Annually (and periodically when needed) define job descriptions and goals for all
staff.
Recognize training and growth needs of people, and find ways to meet these
needs, or plan for them.
Draft contracts as well as establish policies and practices that will maximize
mutual benefit and minimize potential conflict

Set Quality Standards 1 1
Performance Appraisal 2 2
Training and growth 4 4
Contracts and policies 3 3

12.5 Action Items
Set up Appraisal system Ching Mar 31

Update Handbook Hsien Done
Job descriptions Hsien Apr 30
Training and Coaching Hsien & Ching Ongoing

Strength Weakness
Young company with young team that Appraisal system is not formalized or
allows flexibility in implementing new structured yet.
approach towards HR policies
Dynamic team of staff who can cross Biggest team of employees
pollinate skills (developers) may resist effort to
measure/quantify performance
Due to small size of company,
inevitable change in roles of staff leads
to blurring of job description.
Small training budget for external
courses

13. Legal

13.1 MIssion
To give input to decisions or actions, which will have legal consequences in a
way that will reduce liability, yet recognize that there will be commercial realities.

1) Set up of new template contracts
2) Registration of trademarks and patents
3) Inform and propagate legal procedures

13.3 Branding
1. Correct and up to date
2. Appropriate, and in proportion
3. Cost conscious
4. Business aware

13.4 Strategies

Protect eXtropia’s key assets 1 1
Review eXtropia’s exposure 2 2

13.5 Action Items
Budget for IP protection Hsien Feb 28
New contracts for proposals, employees Hsien ASAP

Strength Weakness
Strong business sense Few legal resources
Contracts closely tailored to business Lack of budget
needs
Fast response (relatively speaking) Diffused attention as legal also does
other stuff

14. Management

14.1 Mission
We help keep the department we manage on the same course as driven by
senior management and board. In doing so, we also look out for our teams, to
ensure that they are aware of what they are supposed to do, the standards
expected and also to look to their needs and concerns.

1) Weekly reports on progress
2) Suggest at least three strategies for building teamwork
3) Implementing them
4) Reporting on effect of strategies

14.3 Branding
1.maturity
2.responsiveness
3.accountability

14.4 Strategies

Develop ways to build teamwork 1 1
Develop ways to create rapport 3 3

14.5 Action Items

Weekly reports Each manager Fridays
Thinking of three teamwork strategies Each manager Feb 28
Implementing the strategies Each manager By Mar 31
Assessing effect of strategies Each manager By Apr 30
Reports on the strategies Each manager By May 31
Plans for the second half of 2003 Each manager By June 30

Strength Weakness
Motivated, skilled, energetic Inexperienced and/or lack maturity

15. Product Development Management

15.1 Mission
Deliver products on-time, on-budget, to the specifications, and to the quality
standards defined by our corporate brand.

1. No more than 10% timeline slip
2. Delivery of V2 of ACE, CM2, Trade, Treasury
3. SOP in place

15.3 Branding
1. On-time, on-budget, on quality
2. We are not tech consultants, but business consultants
3. Better than the specs

15.4 Strategies

Define SOPs 1 2
Develop more 3rd party friendly installers 2 1

15.5 Action Items
Recruit Product Development Manager Gunther / Ray Apr 15

Strength Weakness
Self Managing Team No Product Development Manager

16. Design

16.1 Mission
To produce appealing and intuitive user interfaces and attractive and
professional sales and branding material, including website and sales collateral,
consistent with our positioning and brand strategy.

1. Creating and updating UIs on schedule
2. Creating and maintaining attractive, professional, and brand building
marketing materials on schedule.

16.3 Branding
1.Stylish
2.Professional
3.Usable
4.Clear and clean

16.4 Strategies
There are X key strategies that will define the activities of the team in 2003

X 1 1

16.5 Action Items

Strength Weakness

17. Community Development (Perl and Java ADT)

17.1 Mission
Maintain extropia’s ADT strong presence in the Open Source Community by
supporting its members and actively interacting with them. Increase the value of
extropia’s Open Source Community by helping its members to contribute back to
the ADT.

1.Acknowledging members’ questions and comments on the mailing lists and
BBS under 24 hours.
2.Resolve members’ questions and comments on the mailing lists and BBS
under a week.
3.Release new versions of the ADT and applications (Perl/Java) at least
quarterly.
4.Reimplementation of the open source website.

17.3 Branding
1) Ease of use
2) High quality support
3) Customizability

17.4 Strategies

Allocate fixed time for BBS/Mailing list
processing 1 2
Use an issue tracking system to handle
Questions/requests 2 1
Allocate fixed time for ADT improvements 3 3

17.5 Action Items
Spend x hours/week processing Perl Philippe/Jason Ongoing
BBS/Mailing list
Spend x hours/week processing Java Ray/ST Lim Ongoing
BBS/Mailing-list

Install and use an issue tracking system on Philippe/ ST Lim End
www.extropia.com February

Reimplementation of the open source Philippe/ ST Lim End March
website

- search engine
- web CVS Philippe/ ST Lim End March
- mailing list archives Philippe/ ST Lim End March
- self updating static site Philippe/ ST Lim End March
- fully working demo (Java & Perl) Philippe/ ST Lim End March
- self updating demos Philippe/ ST Lim End April

Strength Weakness
Large user base Not enough ADT specialists
Community of developers helping Not enough internal resources
ADT development allocated in helping / guiding them
Many demos and free applications are They are difficult to keep updated and
available support.
The website has a great deal of useful The website is not easy to navigate &
resources search, and has many broken links
(388) and outdated information

18. Business Development

18.1 Mission

To develop strong corporate alliances in order to improve our lead generation
and number of cooperative projects while offering customers more complete
solutions. To gain entry into new markets and segments.


Identify and partner with two major companies who have a key presence in each
of our key markets (Singapore, Malaysia, Thailand, Indonesia) and segments
(upper tier SE Asia Commercial Banking).

18.3 Branding
1.We provide solid targeted technology
2.We have a proven track record and success stories
3.We are cooperative and responsive
4.We do not undercut or compete with partners

18.4 Strategies

Recruit biz devt person
Improve our technology to better support
Partners
Develop partner training program
Develop partnering document template

18.5 Action Items

Strength Weakness
Good network of contacts Lack of resources

19. KL Team

19.1 Mission
To provide support and development to all eXtropia clients located in Malaysia.
Support will include existing applications, infrastructure and consultation. The KL
team would also provide on-site immediate support for clients.

Besides supporting clients, the KL team will also provide support to internal
clients, i.e. sales and technical team from Singapore. Supporting of internal
clients will include:
 Provide support for telecommunication (Internet and telephony) when in
Kuala Lumpur
 Provide support for travel arrangements to Malaysia (nationwide)
 Getting insider information about clients for sales team
 Provide point of contact for Singapore technical team during S&M, i.e.
gathering logs, screen shots, etc.

1. Not more than 2 official written complaints from clients both internal and
external
2. Deliver projects on time and on budget
3. 95% uptime for all client applications developed by eXtropia

19.3 Branding
1. Professional
2. Effective and efficient support to both internal and external clients
3. On time on budget on all projects

19.4 Strategies

Create self sustaining operations and cash flow 1 2
Build a technical team capable of doing
SI and development work for eXtropia Singapore 2 1
Build a sales team to do sales on other
verticals 3 3
Create a KL brand using eXtropia’s branding
strategy 4 4

19.5 Action Items
Write business plan for year 2003 Chin Wan 31 March
Apply for grant for R&D in KL Chin Wan, Hsien & 31 March
LY
Hire 2 developers for KL team Ian Clark 30 June
Find out more about setting up an office in Chin Wan & Kok 28 February
KL Wei
Setup infrastructure for KL team Kok Wei 31 March

Strength Weakness
Strong teamwork Lack of support from top management
Quick response Too reliant/dependent on BCB
Strong technical team Punctuality to office
Flexible Poor client management
Dedication

eXtropia goals vision strategy_jan_2003

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