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Case Portfolio

By
Courtney Martin

Dr. Kain
Engl 7765; Section 601
July 21, 2012

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Table of Contents
Case 1

Case 2

Case 3

Case 5

12

Case 8

17

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aardvark
Memo
To:

All Employees of Aardvark

From:

Courtney Martin, Technical Communications Manager

Date:

3/22/15

Re:

Mission/Goals/Objectives for the Technical Communications Department

The new formation of the Technical Communications Department will


improve communication between the company and its customers. The list of
the mission, goals, and objectives of the TC department included in this
memo are meant to not only help give the members of the department
direction, but to also help explain the role of the TC department to the rest of
the company.
Mission Statement
The Technical Communication Department at Ardvark takes in the intent of
the engineers designs and translates that into clear and concise instructions
for the user. We understand that the end user may not be a techie and
may find the task of setting up and using our software daunting. We will
make this task as easy as possible, yet still allow for the safest, full use of
the product.
Goal 1: Work closely with the Engineering Department to ensure full
integration of product with documentation.
Objective 1: Demonstrate to the people in the Engineering
Department the relevance of having a Technical Communication
Department. (Within first month)
Objective 2: Create a survey of users to help the Engineering
Department determine where ease of use is an issue. Work to create
solutions for those issues either through retooling the software or
through documentation. (Within two months)

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Objective 3: Initiate the discussion with Engineering to fully integrate


documentation into the product. (Within three months)

Goal 2: Create the most user friendly, yet informative documents in the
software industry.
Objective 1: Develop a departmental style manual that will allow for
consistency in designing product documentation. (Ongoing but begin in
the first month)
Objective 2: Develop templates that will create an expected, easy-tofollow format for users. (Within second month)
Objective 3: Develop a peer review process that will effectively
assess and edit all documentation. (Within 2 months)
Goal 3: Focus on creating the best possible experience for the customer.
Objective 1: Create a customer panel to discuss the needs and wants
concerning the product and documentation. (Within second month)
Objective 2: Create an online group solely to evaluate the language
used within the documents. (Within first month)

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aardvark
Memo
To:

Human Resources

From:

Courtney Martin, Technical Communications Manager

Date:

3/22/15

Re:

Compensation Plan: Salary ranges & reward system

As you know, I have been given the task of recruiting a technical communications team. I envision
having three levels of employees below the managerial level. I have included the job titles and
salaries I recommend in the chart below. My rationale is included after the chart so that you may
understand from where I drew my recommendations.

Position Title
Information Developer I
Information Developer II
Information Developer III

Salary Range
$33,000 - $58,000
$48,000 - $70,000
$60,000 - $90,000

Rationale:
The figures in the next section were reported by the Society for Technical Communication in its annual
salary database. The latest accessible database is the 2010-11 document. If you would like to
analyze this document or look for other information, start with the societys website: www.stc.org. In
addition, while developing my recommendations for the above salary ranges, I attempted to account
for three areas outside the reported salary ranges: 1) inflation, 2) incentive to physically move, and 3)
negative job growth. As a result, while I started with the basic salaries reported in the STC salary
database, I increased or decreased my estimate in accordance when the additional factors were
considered.
According to the Coin News Media Group, LLC, there has been a 2.2% inflation rate since 2011. An
increase in salary from the 2010-11 document seems necessary to account for this inflation. Also, it is
possible that new hires may have to be lured away from other metropolitan regions outside NC.
According to the STC data, in 2010 not one of the top ten metropolitan statistical areas (MSA) for the
number of technical writers employed could be found in NC. This would also indicate a need to
increase the salary to have enough incentive for a candidate to move to a new state. The salary may
not need a large increase as NC also has a lower cost of living than most of the MSAs listed; for
some, the NC cost of living is significantly lower. Therefore, both inflation and the incentive needed to
move to a new locale caused me to increase my estimated salary range to near the range listed

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above. On the other hand, the STC data indicates a fall in demand for technical writers. The
Professional, Scientific, and Technical Services section fell 2.7%, or by 490 jobs, in 2010, which
seems to indicate a competitive job market. With this added information, I lowered my salary range
estimates slightly.
Job Titles
The TC department will be responsible for a wide range of products. Since TC staff do not simply
write or communicate, it is important that the job title fit the job. The TC staff will need to create, or
develop, products of many forms. They will handle information in multiply formats both for the
customer and for internal organizational purposes. Therefore, Information Developer is a more apt
job title.
Job Descriptions

Information Developer
I

Information Developer
II

Information Developer
III

This will be an entry-level position. Education: bachelor degree in


technical communications, English, journalism, communication,
education, engineering, or graphics; Responsibilities: Organize
material and information to set standards; maintain records of edits
and revisions; write copy for assigned projects; create easy-to-read
layouts for projects; select or create appropriate photographs,
drawings, diagrams, and/or charts to enhance projects. In addition,
ID1 will work with ID3 to develop an online help system.
Education: bachelor degree in fields as listed in ID1; Experience: At
least 4 years in the TC field. Responsibilities: Organize material and
information to set standards; maintain records of edits and
revisions; write copy for assigned projects; create easy-to-read
layouts for projects; select or create appropriate photographs,
drawings, diagrams, and/or charts to enhance projects; write user
guides for financial software; gather data and interview SMEs;
analyze audience needs; and manage multiple projects.
Education: bachelor degree in fields as listed in ID1; Experience: At
least 7 years in the TC field and/or has organized and developed an
online help system. Responsibilities: Organize material and
information to set standards; maintain records of edits and
revisions; write copy for assigned projects; create easy-to-read
layouts for projects; select or create appropriate photographs,
drawings, diagrams, and/or charts to enhance projects; lead the
development of an online help system, manage a large-scale
project, evaluate, write, and edit information to be included in
projects; gather data and interview SMEs; and analyze audience
needs.

Reward System
I plan to incorporate two separate reward systems within the department. The first will be to formally
recognize superior work completed by an employee. The second will be less formal and intended to
foster collaboration among coworkers and a friendly work atmosphere.
1. Each quarter I would like to award any employee that has demonstrated outstanding
performance.

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a. I recommend that all employees be eligible to receive a bonus of 1.5% each quarter.
The criteria would include meeting all small and large deadlines, receiving very good or
excellent on product reviews, and attempting to foster an atmosphere of cooperation.
b. I would also purchase a plaque with multiple spots to list people. This plaque would
hang in the office. Each quarter, one persons name could be added to the plaque. The
original plaque will cost $130, including the first engraved name. Each additional
engraving will cost approximately $25.
2. I intend to create an area on a wall where employees can post thank you notes to other
employees who have helped in some fashion. The thank you could be for anything from
solving a problem with a design layout to getting someone a cup of coffee. At the end of
each month, these will all go in a basket and one will be drawn. That person will receive a
gift card for one of several options. The gift card may be for a car wash, lunch at a
restaurant, or some other possibility depending on the interests of those I end up hiring. I
estimate that I will give one $20 gift card each month.

Appendix 1
STC Salary Database Pertinent Information

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In 2010, the median wage for technical communicators in NC was $60,001 to $70,000.

Specifically within the Professional, Scientific, and Technical Services section of technical
communications:
o

The annual wage in the 10th percentile was $36,910 and $48,420 in the 25th
percentile. I deemed this an indication that the Information Developer I salary range
should be $33,000 to $58,000.

The median wage was $64, 680, which is in line with the median wages of technical
communicators in NC. I used the median pay as well as the scale for Information
Developer I to conclude that the Information Developer II salary range should be
$48,000 to $70,000.

The annual wage in the 75th percentile was $82,400. I used the 75th percentile
wage, as well as my estimated ranges for Information Developer I & II, as my basis
for suggesting a salary range of $60,000 to $90,000 for Information Developer III.

Technical Communications Department


Value-Added Statement
Submitted by
Courtney Martin
Manager, Technical Communications Department
July 20, 2012

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aardvar
k

The Value of Technical Communications


Introduction
The old belief that technical
communicators only write material to be
included with products is no longer valid
in a technological world. The real job of
the technical communicator is to
evaluate how best to assist customers in
learning about and using technological
tools. The best product in the world will
not sell if people do not understand how
to use it.
The best technical communicators will:
Allow timesaving for the
customer
Enhance customer perceptions of
products
Decrease costs and increase
revenue especially in connection
with complicated software.
The following document will outline the
details of how the TC department plans
to accomplish the third bullet,
decreasing costs and increasing
revenue. The estimates below will show
how the TC department can increase
the net worth of Aardvark by just over
$1.6 million.

I estimate that the cost to develop the


50-page guide will be $42,025. See the
following chart to get a picture of the
cost breakdown.
Midas Getting Started Guide Costs
TC Hours $22,500

Variables $6,750

Markup $8,775

Travel $3,000

Software $1,000

The cost to develop the brochure will be


$1,521. See the following chart for a
breakdown of the costs.

Tri-fold Brochure

Midas Software

TC Hours
$900

This year the TC department plans to


create three resources to accompany
the Midias software:
a 50-page getting started guide
a tri-fold brochure
an online help center to address
200 topics.

Variables
$270

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Markup $351

aardvar
k

In addition to the printed starting guide


for Midas, the TC department also plans
to develop an online help tool for Midas.
The estimated costs to develop, test,
and host this application online for about
100,000 purchases is $139,200. See
the following chart for a breakdown of
the costs.

Each trip costs $4,000 and it is


estimated that engineers will need to
make 300 of these trips in the next year.
This creates a cost of $1.2 million. A 50page installation manual would cost
approximately $30,617.50.

Installation Manua

Midas Online Help Tool Costs


TC Hours $80,000

Variables $24,000

Markup $31,200

Travel $3,000

Software $1,000

TC Hours $15,750

Variables $4,725

The total estimate for creating


documentation for the new Midas
software comes to $182,746 which
equals $1.83 per unit for 100,000 units.
The $1.83 per unit cost is well below the
average $7.00 per unit cost Aardvark
currently spends on documentation.
The Midas project would save $5.17 per
unit, $517,000 for 100,000 units.
The help tool should also help to reduce
returns. The goal would be to reduce
returns by at least 10% the first year.
Based on the estimated sales of Midas
for the coming year, a 10% reduction in
returns would garner an additional
$400,000 in revenue.

Installation Manual
Currently, engineers must make trips to
install large financial software programs.
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If only one third (100) of the companies


that would normally require a trip from
an engineer opts out to use only the

Markup $6

manual, this would generate of savings


of approximately $364,882.50.

Vertical-Market Documents
The marketing and sales department
believes they could sell a VerticalMarket document to 5,000 businesses if
the TC department were to create it.
They believe they can sell these
documents for $100 each. The revenue
would be $500,000. Subtract the
development costs incurred by the TC

department of $82,235 and the gross


return would be $417,765.

Call Center Expenditures


The online help tool would replace the
call center for some of the Midias
customers questions. The development
for the help tool would cost about $6.96
per use for 20,000 uses, instead of the
$28 per call. There would still be calls,
but a 20% reduction in calls would mean
a savings of $84,160.

Totals

aardvar
k

When adding up all the costs and revenues generated by the TC Department, I have
determined that an efficient use of technical communicators skills would create a gain
of $1,605,561.50 for the company.

If I take into account that the upcoming year will be the first year for the TC department,
I must consider that acculturation and needed training may add to the variables I have
already calculated for having a new staff and department. But, as you can see in the
table below, if I were to increase costs and decrease revenue by $1 million, the TC
Department would still positively affect the financial situation of the company.
Savings
Call Center
Vertical-Market
Documents
Installation Manual
Reduction in Midias
Returns
Cost Reduction per
100,000 Units

Avoidance
Revenue
Costs
$84,160.00
$500,000.0
0 $82,235.00
$400,000.0
0
$30,617.50
$400,000.0
0

$517,000.
00
$139,200.0
0
$1,521.00
$42,025.00

Online Help Tool


Tri-fold Brochure
Getting Started Guide
Total
Revenue:

$1,901,160
.00

Total Costs:

$295,598.5
0

$1,605,561
Net Gain:
.50

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Conclusion
Accurately and efficiently disseminating information is an effective means to save both
time and money. The job of the TC Department is to save time and money both for the
company and for the customer.

aardvar
k

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aardvark
Memo
To:

Manager John Doe

From:

Courtney Martin, Technical Communications Manager

Date:

3/22/15

Re:

Schedule for Skills Development

Per your request, I have developed a schedule for my continued education in the field of technical
communications as well as management. The three-year schedule and costs are attached. I have
attempted to keep cost, both in money and my time from work, to a minimum in most areas. There
are many books, journal publications, webinars, and online seminars from which I can learn.
I have included the yearly membership fee for the Society for Technical Communication (STC). The
classic membership would cost $250, but considering the main benefit of interest in this case is the
training available it would be better to get the education membership. As long as I take advantage of
the free and reduced cost options within the Gold Education Membership, it will save the company
$447.50 (after subtracting the $145 increase in the membership cost). In addition, the TechComm
Summit is run by the STC. Either membership saves an additional $300 for the conference.
I have also included tuition reimbursement toward the ECU masters program in Technical and
Professional Communications. The training benefits are not listed under any specific skill set in the
attached chart, but the program should add to my skills in most areas of technical communications.
I have also included a trip to the TechComm Summit for next year. In addition to the 80 workshops,
numerous sessions, and many panel discussions, there will be an assortment of vendors showing
technology I would like to evaluate. This technology may be important for creating a more efficient
department.
Please find the skills development chart followed by another chart outlining the costs in the following
pages. I submit these for your approval.

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TC Schedule for
Skills
Development

Year 1

Year 2

Year 3

Development
Method

Developmen
Method

Software:
RescueTime

Software:
RescueTime

General Skill

Specific Areas of Expertise

General

Project Management

Development
Method
Book: Lessons
Learned in
Project
Management $8.95

Management
Skills

Time Management

Software:
RescueTime

Personnel Management

Financial Management

STC Journal:
Intercom
Book: Finance &
Accounting for
Nonfinancial
Managers $16.95
STC Journal:
Technical
Communication

Strategic Planning

Book:
Publications
Management:
Essays for
Professional
Communicato
- $6.95

Problem Solving
Tech CommSpecific

Document Management

Management
Skills

Information Architecture and


Management

Book: Managing
Your
Documentation
Projects - $30
STC Free
Archived
Seminar:
Scenario-Driven
Information
Architecture

STC Free
Archived
Seminar: The
New Face of
Documentatio

Document Assessment
Design of Document Libraries and
Individual Documents
Editing
Esitmating
General Technical
Computers/Networks/Communicati
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14
Skills
Online and Web-based
Technologies

TechComm
Summit - $1100
+ hotel, flight,
expenses
TechComm
Summit
TechComm
Summit

Webinar: Clou
Computing
Networking $30
TechComm
Summit

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Yearly and Total Costs for Skills Development

Year 1

Year 2

Year 3

Books

$68.90

$6.95

STC
Member

$395.0
0

$395.0
0

$395.0
0

Software

$0.00

$72.00

$72.00

Webinars
apart
from STC
TechCom
m
Summit
TPC
Master's
Yearly
Totals

$30.00

$2,835.
00

$1,700.
00
$2,835.
00

$567.0
0

$3,298.
90

$5,002.
00

$1,070.
95

ThreeYear
Total

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$9,371.
85

July 20, 2012

Executive

Summary

The following
reportoutlines
the time and
cost needed to
fully develop
the
documentation
for the Midas
software
release. The
documentation
in total will
cost $136,420
todevelopand
use
approximately
1,034 hours of
TC
department
time. In
addition to the
timeoftheTC
department,anengineerfromthesoftwareteamwillbeneededtoassistindevelopmentof
the documentations. The TC department intends to work with Bob Greene from the
engineeringdepartmentasthemainsourceofthesubjectmatter.

Midas
Documentation
TheTC departmentwill develop
atrifold
job aid brochure, a50page gettingstarted
guide,andanonlinehelptool.Thethreedeliverablesshouldbeavailableinanearfinal
formforthealphatest,anupdatedformforthebetatest,andcompleteinafinalformat
leastaweekprior(barringlastsecondchangesfromengineering)tofinalreleaseofthe
software.
July20,2012

Inadditiontothethreedeliverables,Iwouldsuggestanother$600todevelopasurveyfor
thebetatesters.Thissurveywouldhelptofocuscommentsandareasofconcernforthe
customer.Asthedocumentationproductsarenewtoaardvark,thesurveycouldserveto
betterevaluatethembeforefinalrelease.
TheTCdepartmentwillreducecostsassociatedwithproducingdocumentationthereby
increasing the bottom line. Since TC department staff are trained in communication
techniques,thecustomerwillfindtheinstructionseasiertounderstand.

Benefits to Customer
Thenewdocumentationwillallowcustomerstobetterunderstandandsetupthesoftware
fromaardvark. Itwillreducethenumberofreturnsbecausethecustomerscouldnot
understandhowtosetupandoperateprevioussoftware.Thisisbestaccomplishedby
professionalswhohavebeentrainedinproducingaccurate,clear,andeasilyunderstood
documentation.Technicalcommunicatorsaretrainedtoassesshowanaudiencewillusea
documentandputthatassessmenttousecreatingdocumentstheaudience,orthecustomer

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aardvark

inthiscase,willunderstand.

Project and Documentation Objectives


Aardvarksnewsoftwareisintendedforthesmallinvestorratherthaninstitutions.The
software,Midas,willenablethesmallinvestortoaccesseasytousedetailedinformation
aboutinvestmentstokeeptrack ofcurrentinvestmentsandallowforbetterchoicesin
futureinvestments. Thetrifoldbrochure,thegettingstartedguide,andtheonlinehelp
toolwillallowfullaccesstoallofMidascapabilities.

Estimate of the Projects scope and complexity


aardvark
The development of new documentation for software is a time consuming and detail
orientedproject. TheTCsworkingonthedeliverablesforthenewMidassoftwarewill
needtoworkmanyhourstocompletethetasksaskedofthem.
Consider that all printed pages of information pertaining to the Midas software will
require45hoursofworkperpage.Boththeplanned50pagegettingstartedguideand
thetrifoldbrochuretogetherwilltakeapproximately230hoursofwork.Workonthese
writtenmaterialsincludetheneedtoconductinterviewswiththesubjectmatterexperts
(SME),toreviewandeditthematerial,andtochangethematerialwhenrevisionstothe
softwarearemade.
The online help system will require even more work and time. Each topic in an online help
system takes approximately 4 hours to complete. With a planned help system to cover 200
topics, the TCs will need to work 800 hours to complete it. In addition to working with
SME, TCs working on the online help system will need to coordinate with the TCs working
on the printed materials to ensure consistency.

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Documents/Services to be Delivered
TheplanforMidascallsforthedevelopmentofthreedeliverables:

Thefirstisatrifoldbrochurejobaidwhichwillfunctionasaquickreferenceguide
tousersofMidas.

Thesecondisa50pagegettingstartedguidetofacilitatetheinitialsetupandto
describebasiccapabilitiesofthesoftware.

The third, and last, is an online help system with 200 topics which will enable
softwareuserstofullyunderstandandintegrateallofMidascapabilitiestheuser
wishes.

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Estimate of Time and Budget required


Thetimeneededtocreatetheprintedmaterialsisslightlyover230hours. Itwilltake
about800hourstocompletetheonlinehelpsystem.VariablessuchasaccesstotheSMEs,
numberofsoftwarerevisions,andthenewworkingrelationshipbetweenTCswillaffect
thetimeframeofthedeliverables.Withthetimeneededaswellastheprobableissueswith

aardvark

the variables associated with creating documentation, the costs of the deliverables
increases.The50pagegettingstartedguideshouldcostapproximately$31,250.Thetri
fold brochure should cost about $1,170. The online help system should cost around
$106,000.

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aardvark

Company Name Here

Tri-Fold

50-Page Guide

Online Help

TC Hours

$900.00

$22,500.00

Variables

$270.00

$6,750.00

Markup

Indirect

Individual
Deliverable
Totals

$1,170.00

$80,000.00

aardvark
$24,000.00

$2,000.00

$2,000.00

$31,250.00

$106,000.00

Midas Project Total

$138,420.00

Estimate of the Resources Required


Resources are valuable to a company. Human resources are the most costly. For the
completion of the deliverables, several people will need to devote many hours of work.
John Smith and Amber Dobbs will be needed to work on the online help system. Jane Doe
will work to complete both the starting guide and brochure. Courtney Martin will be
needed to work on projects as necessary on top of facilitate meeting deadlines. Bob Greene
from engineering will need to be available to work with the TC department as an SME.
In addition, the TC staff will need printers, ink, desks, computers, software to create
documents, paper, pencils, pens, staplers, paperclips, highlighters, post-it notes, and
workspace.

Roles and Responsibilities of TC


and Other Team Members
It is important for the successful completion of this project to outline the individual
responsibilities of those working on the project. There are multiple departments
P a g e | 21

aardvark

representedwithintheteamworkingontheproject.
JaneDoeoftheTCdepartmentwillbecreatingboththe50pagestartingguideandthetri
fold brochure. She will need the cooperation of Bob Greene from the engineering
departmenttocompleteherassignment.BobGreeneshouldkeepappointmentswithJane
Doesothatthedevelopmentofbothdocumentsmayremainonschedule. BobGreene
shouldalsobesuretonotifyJaneDoeofanyengineeringchangesmadetoMidasassoonas
thosechangesarise.JaneDoewillalsoneedtostayincontactwithJohnSmithandAmber
Dobbs,whowillbeworkingontheonlinehelpsystem.
JohnSmithandAmberDobbs,bothoftheTCdepartment,willbeworkingtogetherto
developtheonlinehelpsystem. BobGreenewillalsoliaisewiththeonlinehelpsystem
team to develop the most efficient system. Again, Bob Greene will notify the team
immediatelyifthereareanychangestothesoftware.JohnSmithandAmberDobbswill
coordinateeffortsfortheonlinehelpsystemwithJaneDoesworkonthestartingguide
andbrochure.
Inaddition,JaneDoe,John Smith,and AmberDobbs willkeepCourtneyMartin,TC
Department Manager, up to date with any delays, changes, or progresses made to the
deliverables. Inturn,CourtneyMartinwillinformmanagersofotherdepartmentsand
uppermanagementofsaiddelays,changes,orprogresses.

aardvark
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aardvark

Audience/Task Analysis and Design Implications


ThepotentialcustomerforMidasisasmallinvestor.Thispersonwillhavelittleexpertise
intheuseoffinancialsoftwareandmayevenbenewtoinvestinginequities.Inadditionto
guidanceinusingthesoftware,manycustomerswillalsoneedguidanceinthelanguageof
thefinancialmarket.Theneedtounderstandthelanguageofthefinancialmarketmeans
thedesignofthestartguideshouldcontainabasicglossaryandthehelptoolmustinclude
anadvancedglossary.Thebrochureneedstoincludethelinktotheonlinehelptoolwitha
listofsomeofitsfeaturesliketheadvancedglossary.

Assumptions
Increatingaplantoproducedocumentationandinestimatingitscost,certainassumptions
mustbemade.ThemostimportantassumptionImakeisthattheengineeringteamwillbe
on schedule when producing the Midas software. Another assumption concerning
engineeringisthattherewillbelimitedchangestothesoftwareafterthealphaandbeta
tests.Ifeitheroftheseassumptionsprovefalse,theconsequencestothetimeandcostof
thedocumentationcanbevast.
Iassumethatthedatesofreleaseforthetestsandforfinalreleasewillnotbechanged.I
alsoassumethatanychangestotheofficialscheduleofreleasewillbeforwardedtomeas
soonaspossible.
IassumethattheTCstaffwillbegivensuppliesandopportunitytocompletethework

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Make sure all documentation is ready for


production and inclusion with software
Review and revise for clarity and due to
additions/changes made to software
after beta test
Review beta tester surveys and make
changes to documentation as needed
Review and revise both for clarity and
due to additions/changes after Alpha
test
Have new copies of documentation and
surveys ready for beta test

aardvark

Create survey for beta testers to


complete
Add to or change document according
to additions and changes to software
Have copies ready to use during Alpha
test
Review and edit rough drafts
Write rough draft of all content
Work with SME to develop rough layout
of topics
Set up Templetes
Design layouts consistant between
mediums

Jun 17 - 21
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Jun 3 - 14
May 15 - 31
Apr 15 - May 14
Apr 1 - 12
Mar 18 - 29
Feb 23 - Mar 15
Feb 4 - 22
Jan 21 - Feb 1
Jan 1 - 18

aardvark

Items in red are milestones for the deliverables.

Schedule of Milestones and Production Plan


tocompletethedocumentation.
assigned.IassumethatuppermanagementwillsupporttheeffortsoftheTCdepartment

aardvark
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aardvark

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