Introduction to the DECOCAM Case Study (P4 & 5) Deco Productions is a medium-sized software company located the Midwest that employs over 300 people. Casey Serrador founded the company in 2006. As an avid photographer, Casey guides the company in the development of software related to photography and video production. The company name was inspired by Casey's interest in the Art Deco period. She was drawn to the streamlined forms and smooth lines inherent in the period and looks to instill this modern elegance into the culture and products Of her company. The Art Deco period's focus on technological and social progress is also a high priority for Deco Productions. The company's goal is simple: to provide industry-leading, quality products and services to its customers. This best in class strategy requires a culture of constant innovation with frequent product updates in order to stay ahead of the competition. Deco Productions promotes an open and collaborative environment. Work hours are flexible and many employees spend time both in the Office and working from home. The office has an open concept design With a few private rooms reserved for customer meetings and private conversations. Casey's philosophy is that people make better decisions when they have a stake in the outcomes of the organization. This is accomplished through an employee profit- sharing program. She also believes that the people closest to the work are best able to understand how the work should be performed. Employees and teams are empowered to modify their own processes in order to improve the company's performance. Town hall meetings are held on a monthly basis where Casey and her management team describe the cornpany's recent progress and upcoming challenges. Employees have the opportunity to ask questions and provide ideas. There are numerous instances where ideas raised during the meeting were subsequently implemented to the benefit of the company. Deco Productions develops camera and video software for the following markets: ? Consumers (mobile device camera applications) ? Camera manufacturers ? Video camera manufacturers One of Deco Productions' software products is DecoCam. DecoCam is an industry leading software application for the mobile device market. Consumers are able to purchase and download the product to their mobile devices. The product employs state-of-the-art technology to produce digital pictures with superior colour and clarity. A new version of DecoCam (Version 4) has been proposed. This version would introduce a new feature known as the Photo Assistant. This feature would perform as follows: ? Before taking a picture, the user would have the option Of selecting the Photo Assistant. ? The user is prompted to take a short video Of up to 10 seconds Of the immediate surroundings.? The Photo Assistant analyzes the video and recommends an optimal setting in terms of the direction, angle, and content of the picture. While the initial estimate to create this feature is high, it is expected that it will be popular With consumers and help ensure DecoCam maintains its position as a market leader, Though this initiative has not yet been approved, many in the Organization are hopeful that the project will commence shortly. Case Study update (p11 - 12) Casey Serrador takes her place at the head Of the boardroom table. It is 8:55 a.m. and almost time for the monthly senior management Strategy meeting to begin. Casey's senior management team, the heads Of each division within Deco Productions, attend the meeting. After a review of the company strategy and a discussion of Casey's recent interview on a business cable news special, the agenda turns to the selection of the next major company initiative. There are three possibilities: 1. An update to Deco Productions' suite Of video camera software that has been recently requested by One Of Deco productions' key customers (a major video camera manufacturer) 2. The creation of a completely new service that would allow DecoCam customers to upload pictures to a system that would automatically create physical books, such as yearbooks or vacation albums. 3. An update to the DecoCam application that would introduce the Photo Assistant feature. Each initiative is presented by a different executive, Who outlines both the strategic benefits and the likely costs to be incurred. Jackson Woodhouse, Vice-president, Customer Support, presents the first option. Most Of the discussion revolves around the Strategic importance Of the Customer and the likelihood that they could be lost to one of Deco Productions' competitors if the project is not completed. Brittany Bianchi, Vice-President, Product Development, presents the second option. Concerns are raised that Other companies already provide the proposed functionality and that it doesn't differentiate Deco Productions in any significant way. Arun Singh, Vice-president, Mobile Products Distribution, presents the third option. The possible development of the Photo Assistant feature generates a great deal of discussion. While the feature is bold and unique, the costs are also projected to be high. If the project fails, it would cause a significant hit to the company's bottom line. After a period Of discussion, the decision becomes clear. Casey summarizes the discussion by confirming that the DecoCam Version 4 project containing the Photo Assistant application will be starting soon. As part of the discussion, a goal for DecoCam V4 is defined: a 5% increase in the mobile camera software market share.The executive team then shifts its focus to how best to organize this initiative. After a further period Of discussion, the DecoCam V4 Program is created consisting Of the following projects: ? DecoCam V4 Development ? DecoCam V4 Installation ? DecoCam VA Technical Writing ? DecoCam V4 Product Launch Each member of the management team considers how this new program impacts their area of responsibility. Arun Singh looks at the list of projects. The DecoCam V4 Product Launch project will be performed within his department. He makes a mental note to get a Project Manager assigned to this project as soon as possible. Case Study Update: Creating the Business Case (p17 -18) Working late on a Friday afternoon, Sophie Featherstone is updating the final project documents for a recently completed project. Sophie has been With Deco Productions for just over two years, working as a Senior Project Manager in the Product Distribution department. As she packs up to leave, her phone rings. Checking the call display, she sees that it is Arun Singh, Vice- President, Mobile Products Distribution. "Hello, Sophie. Glad you're still here," says Arun. "l need you to manage the product launch for the new version of DecoCam. This is the biggest update to DecoCam that we've had. Its goal is a 5% increase in market share, so there is a lot riding on this one. Given all the good work you've done Over the last couple Of years, I know you're up to it." Sophie replies, "Sounds great, Arun- It Will be great to work with you again.' Hanging up the phone, Sophie pulls Out her notebook and Starts a to-do list. She has a lot of work to do to get this project up and running quickly. There are usually many different options for completing a project. On a notepad, she sketches three main options: A. Soft product launch: consisting of minimal promotional activities that would rely primarily upon word-of-mouth from the existing DecoCam users. B. Moderate product launch: consisting Of option A plus promotions through the company's existing communication channels. C. Full product launch: consisting of option 8 plus the development of a promotional video and creation of trade show materials. Over the next few days, Sophie consults with a number of people within the company. This helps her define the high-level content and develop a reasonable estimate for each option. As she completes her work, one Of the options emerges as the best choice and it becomes clear what her recommendation will be. She books a meeting with the Project Sponsor, Arun, who will select the final option

A7 X V fx Read the Understanding Project Management pg 80 to 83. Use the information provided in the case, along with the additional information provided below, to prepare bottom-up, single point cost estimates for the v H 5 Student Name & ID# 6 Student Name & ID# Read the Understanding Project Management pg 80 to 83.Use the information provided in the case, along with the additional information provided below, to prepare bottom-up, single point cost estimates for the tasks described below. Upload 1 completed copy of the spreadsheet to D2L dropbox, and be prepared to present and discuss your answers in class. 8 References for this assignment include the following: 9 Week 4 & 5 Lecture notes Assumptions ( List your assumptions ) 10 . Week 4 Seminar activity notes 11 . Understanding Project Management - Practical Guide 12 . PMBOK@ Guide 6th and 7th edition 13 14 Decocam V4 Product Launch : Activity Cost Estimates Activity Additional Information Direct Costs ($) Indirect Costs ($) Total Task 15 Cost Estimate ($) Basis of Estimates Assumptions Constraints 1.1 Project Planning -Allotted time spent is @50% by each resource Rate Card is as per text book -UPM -15% of Loaded costs contributes to Indirect Costs In adddition to the above -Portion of Lease applicable to Project - $2000 16 1.2 Graphics Design -Graphic Design is planned for 11 days and the / Procurement remaining days are used for procurement Rate card -as per text book - UPM Training cost on Procurement - 2 days @ $150 per day Include material required for Graphic Design per 'Other Material" in the case 17 1.3 Communications - Duration as per the case Resource allocated is at 60% for the task -Rate card -as per text book - UPM -Expected travel to headoffice, 200 kms and is reimbursed at rate of $0.50 per km 18A7 X V fx Read the Understanding Project Management pg 80 to 83. Use the information provided in the case, along with the additional information provided below, to prepare bottom-up, single point cost estimates for the D G H K 12 . PMBOK@ Guide 6th and 7th edition 13 14 Decocam V4 Product Launch : Activity Cost Estimates Additional Information Total Task Activity Direct Costs ($) Indirect Costs ($) 15 Cost Estimate ($) Basis of Estimates Assumptions Constraints 1.1 Project Planning -Allotted time spent is @50% by each resource -Rate Card is as per text book -UPM -15% of Loaded costs contributes to Indirect Costs In adddition to the above -Portion of Lease applicable to Project - $2000 16 1.2 Graphics Design -Graphic Design is planned for 11 days and the / Procurement remaining days are used for procurement -Rate card -as per text book - UPM Training cost on Procurement - 2 days @ $150 per day Include material required for Graphic Design per Other Material" in the case 17 1.3 Communications - Duration as per the case -Resource allocated is at 60% for the task -Rate card -as per text book - UPM -Expected travel to headoffice, 200 kms and is reimbursed at rate of $0.50 per km 18 1.4 Marketing Activity duration as per the UPM case including -Resource allocated is at 100% for the task videographer -Rate card -as per text book - UPM 19 1.5 Project Consider all Monitoring and Controlling as Management work Management work -wage cost for Sophie and Jason -Resource allocation per case 20 1.6 Contingency Contingency- per case 21 22Rates 15% Direct Indirect Total Project Mgr rate PM Business Analyst BA $ $ Graphic Designer GD $ $ Communications C to Marketing Specialist MS $ Videographer V Hrs/day 8 Direct $ Rate / Hr COST Duration Labour (days) Hrs % alloc Direct Indirect Direct Indirect Total cost PM 0 0% $ $ $ $ $ BA 0 0% $ to to GD 0% to to to oooooo C 0% to to to ooo MS 0% to to to V 0% $ $ $ Other Lease to Training to Travel Material Total $ - $ to