In this keynote, Alexander will discuss an alternative way beside typical ROI business case to obtain funding for your key content development strategy initiative.

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Breaking the Mold:
How to Build a Wickedly-Effective Business Case
for Content Strategy Initiatives
Alexander Lum
Director
Product Documentation Development
Lavacon – New Orleans, LA
October 2018

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About Ciena
1,300+
customers across
North America, CALA,
EMEA and APAC
80%
of the world’s largest
service providers
being served
Aiding government, web-scale
providers, Fortune 2000
enterprises, and other private
network operators
5,500+
employees
in 30+ countries
We focus on inspiring and enabling rewarding experiences that lead to exceptional outcomes
We’re a network strategy and technology company
Technical Communications groups – 5 Managers and 33 Writers

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Background
Research, Analyze & Recommendation
Confirm on the right path
Share Best Practices – ½ workshop
Implementing a Customer-driven Transition to DITA Content
A Step-by-Step Journey to Success
Full Circle
Business Case & Success Case Studies

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Making Your Case Properly
Inability to make a convincing business case
your initiative / project is DOA
#

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Why do you need a business case?
Need to solve a problem
The problem is something that gets in the way of achieving your goals
Your goals won’t be realized unless you deal with the problem
Business case to launch the initiative / project

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When should you write a business case?
When resource or expenditure on a project has to be justified

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What is in a business case?
1. The benefits of the proposed business change
Be reviewed by project sponsor and key stakeholders
• Accepted, rejected, deferred or revised
Strategic
Financial
Operation (Process Improvement)
Innovation
2. How to communicate those benefits to the business

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What is a business case?
Strategic
Financial
Operation (Process Improvement)
Innovation

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Strategic business case
Company Corporate

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Environment
Customers
Stakeholders
Understanding Your Ecosystem

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Survey
Interviews
Formal or informal users feedback
Gather and Analyze Data

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What Customer Issues are you trying to solve?
Does it align with one of the Corporate Goals?
How much will it cost and how long is the transition?
Who will you need help from?
Provide Demo of the proposed solution
What is the result of your Data Analysis?
Get Stakeholders’ buy-in
Gaining Corporate Backing & Budget

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Pulling The Team Together
Own it - Together!
SO, WHAT CAN YOU DO TO HELP
Your greatest impact? Collaboration!
Are all project Members represented?
Do you need External help?
Who is your Leader for this?

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THE CASE FOR CHANGE
The world is changing,
Our customers are changing
Putting the pieces together for your
Successful Business Case
DRIVING NEW WAYS USER ACCESS INFORMATION

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