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IT Project Management Plan for Mobile Application
The business case for adding a mobile application to Fun with Learning's overall strategy is straightforward -- extend the brand, improve competitive standing and reach new customers in innovative ways. Building a website that is optimized for mobile devices has now become an industry standard. However, "m-commerce" or branded mobile applications offer companies improved technological enhancements that extend far beyond marketing and advertising. Fun with Learning can utilize mobile apps to support online purchasing, expand social media connections, create brand loyalty programs, facilitate lead generation, offer portability and create unique value via translation tools and games that broaden the product line for those on the go. Appropriate content should be identified that harmonizes with the current advertising and marketing campaign and brand image. The app should be embedded with existing logos and links to blogs, YouTube channels and all corporate Facebook and Twitter pages. The messaging should also be driven by the end goal. Visual content, videos and images can also enhance the app and provide a pleasant user experience.
Defining Objectives
Extending commercial reach to existing and new customers via a mobile app will offer Fun with Learning an additional retail channel ("click-and-mortar") poised to expand rapidly over the next few years. It is important that the company define its over-arching goals for investing in this strategy. The Project Management Body of Knowledge (PMBOK) recommends that the project management process be based tailored around the project requirement. There should be measurable objectives in place to support this effort. The following steps should be taken:
Define the ultimate objective. Success hinges upon understanding the end goal. For example, if lead generation is the ultimate goal then customized "Request Info" forms should be included so that prospective customers can leave contact information for later follow-up and marketing outreach. If public awareness is desired, content should tout recent successes and press release information and allow people to "like" the Fun for Learning Facebook page or register for periodic newsletters.
Define target audience and how to interact with them. The Fun with Learning mobile application should target the existing customer base of educators, parents, and young people and engage them in new and creative ways. Developing customer loyalty programs and customer promotions are important valuable and offer an incentive to customers to repeat sales.
Consider iPhone and Android first. These are the two fastest growing platforms. It is critical to ensure that the scope of the project clearly addresses mobile device compatibility and the OS, coding language, and technical environment. It is helpful to identify which mobile devices will be excluded and which will be covered in the project. Further, developers should ensure that the scope of the project is in compliance with external environmental factors such as federal laws and privacy regulations.
Set measurements to determine success. Time and cost parameters must be determined early on and adhered to. Success or failure will be driven by the ultimate objective. Metrics may include the number of customer downloads within a given period, whether or not content goes viral, the number of opt-ins or newsletter subscribers, and responses to promotions offered strictly through the mobile application. Analyzing this data can help determine if activities are being fruitful or require additional fine-tuning.
Project…
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