1. Content Management & Portal Management
Christine Apikul

2. Module 2 Objectives
Introduce a strategic approach to content management and portal management
Provide an overview of the national e-governance strategy in Iraq
Explain the Iraqi government interoperability framework and national enterprise architecture for content management and portal management

3. Module 2 Objectives
Discuss a comprehensive framework for portal development and management
Highlight the development of a monitoring and evaluation framework to measure progress and performance
Explore the different funding options for content management and portal management, including public-private partnerships

4. What is a Strategy

5. What is a Strategy A strategy includes:
Analyses of needs, opportunities and risks
A vision and goals that integrate the needs of the stakeholders
Mechanisms that need to be in place for implementation and supervision, as well as monitoring and evaluation

6. Strategy Development Process

7. Case Study: m-Governance Strategy in the Republic of Korea
By 2011, more than 160 mobile applications covering internal processes, access to information and public service delivery.
Problems arose because the applications lacked a common framework, resulting in:
Redundant development of products
Mismatch of technical standards across ministries and agencies
Lack of a clear direction for budget priorities around m-governance services

8. Case Study: m-Governance Strategy in the Republic of Korea
In 2011, five-year m-governance strategy launched, focusing on both internal processes and public services.
It establishes a common framework for developing simple mobile websites and mobile applications
It sets priorities ranging from security to quality assurance and authentication, to the establishment of a mobile common data management system
It provides a detailed guide to the user interfaces and experiences with mobile government websites

9. A Strategic Approach Review existing policies and plans
Focus on development outcomes
Balance choice and flexibility with fairness and common good
Users first – Consult and engage with them
Promote multi-stakeholder partnerships

10. Focus on Development Outcomes
What is it?
The actual improvements in people’s social and economic conditions
Why?
To drive enterprise-wide cultural change and break down service silos
Collaborate around shared outcome targets
Challenge entrenched working practices, organizational boundaries and corporate values

11. Focus on Development Outcomes
Example: In school system
The number of teaching hours per student – Input
The quality of the curriculum – Process
The average exam results of students – Output/Result
Students go on to further education or employment – Outcome

12. Development Outcome: Questions
What are the development outcomes for an e-governance portal project
How can these outcomes be measured?

13. Balance Choice with Common Good
Be inclusive
Reach out to marginalized communities
Get marginalized communities involved
Consider bandwidth
Consider access to technology
Consider literacy levels
The advancement in ICT risk leaving some people behind—those who are not computer literate and those without access to a broadband connection or a PC—widening the digital divide. As more services and information move online, the challenge will become increasingly acute. It is important to ensure that those who have the greatest need receive the most help and those who are most able to help themselves have the opportunities and means to do so.

14. Consult and Engage with Stakeholders
Who are the stakeholders?
Who might be affected (positively or negatively) by the development concern to be addressed?
Who are the voiceless for whom special efforts may have to be made?
Who are the representatives of those likely to be affected?
Who is responsible for what is intended?
The distinguishing characteristic of the whole-of-government approach is that government ministries, departments and directorates share objectives across organizational boundaries, as opposed to working solely within an organization. A strategic approach emphasizes consensus building so that all stakeholders agree upon the future direction and the priorities for content management and portal management.

15. Who are the Stakeholders?
Who is likely to mobilize for or against what is intended?
Who can make what is intended more effective through their participation or less effective by their non-participation or outright opposition?
Who can contribute financial and technical resources?
Whose behaviour has to change for the effort to succeed?

16. Users First Citizens Businesses Non-profits Government Employees
Foreigners
Marginalized Groups
The most important stakeholders of an e-governance portal are the users. The users must be consulted widely and regularly as needs change; and do not forget to involve the marginalized groups. By consulting with these users, there is a higher chance of e-governance uptake and use of the e-governance portal.

17. Modes of Stakeholder Consultation
Roundtable meetings
Focus group discussions
Training workshops
Formation of working groups and consultative committees
Various online consultation and exchanges

18. Promote Multi-Stakeholder Partnerships
e-Consultation – better strategies
Resources sharing (finance, skills and innovation)
e-Participation – citizens and businesses as co-producers of content and applications
Transparency and accountability – build trust
Sustainable programmes – promote ownership and commitment for action

19. National e-Governance Strategy and Plan of Action 2012-2015

20. Vision
Harness ICT tools to improve basic services to all and to promote all-round good governance, including increased public participation, better social equity and justice as well as a general enhancement of the transparency and effectiveness of public institutions in order to build the necessary platform for a competitive, robust and knowledge-based economy.

21. 5 Strategic Goals
Strengthen the interaction between citizens and the state to enhance participation of civil society in public affairs and promote social inclusion
Disseminate and promote the new e-Governance services within the province so that all citizens have access to them on an equal opportunity standing
Increase the capabilities and responsiveness of public institutions through the use of ICTs to achieve better governance and to enhance efficiency, transparency and accountability
Contribute to the development of a favorable environment for sound economic growth
Foster the development of a knowledge based society and bridging the digital divide

22. 10 Criticial Components Awareness Raising and Communication
Human Capacity and Resources
Government Interoperability, Standards and Applications
Organizational and Cultural Change
Regulatory Framework
Telecommunications Infrastructure
Financial Resource Management
Monitoring, Evaluation and Assessments
Connecting Services and Citizen
Data and Information Systems
Content management and portal management cut across these ten components. For example, citizens need to be aware of the e-services and have the skills to use them. An e-government portal requires a common and integrated architecture framework that allows different ministries, departments and local authorities to share and exchange data. And a monitoring and evaluation system needs to be in place to assess citizen satisfaction and changing needs.

23. Key Themes To improve interactions with citizens
Enable citizens to participate in decision-making
Promote transparency and accountability
One-stop shop portal envisioned
“Services will be groups into topics or life events”
“Use everyday language of citizens”
Ensure all citizens have access to services
Create community service centres (CSCs)
Link CSCs with implementation of e-services
Address local issues and priorities

24. Action Points Qualify the community centres in the governorates
Develop a framework for the use and dissemination of information through mobile phone
Coordinate with other ministries to qualify the enquiry offices in the service ministries
Conduct customer satisfaction questionnaire

25. Action Points
Identify parameters of governorate e-strategies and the role that they will do to deliver services to citizens
Adopt open data policy
Develop a mechanism to identify and involve other institutions and help them to develop and increase their available e-services and update their data
In addition, a number of studies, standards, policies and plans are proposed

26. Sectoral e-Strategies & Roadmaps
Guide development of content and services of the different sectors
Selected sectors are linked with priorities given in the framework of the Public Sector Modernization Programme
Includes:
e-Health
e-Education
e-Municipal works
e-Citizens’ personnel records

27. Local Framework & Action Plan
Basis for planning content management and portal management at the local level
Missan and Ninawa have been selected to pilot the development of e-local governance strategies and road maps
List of priorities identified for:
G2C services
G2G services
Any portal management and content management initiatives should be aligned with the National e-Governance Strategy.
These priorities are important in determining the schedule for the type of content that will be made available on the e-governance portal.

28. Exercise Study the National e-Governance Strategy
Form groups of 4 to 6 people and choose a priority area or action point for discussion. Answer these questions:
What are the steps that need to be taken to address the priority area or action point
Who will be involved
What are the factors that will determine the success of the initiative?
Summarize discussion on a flip chart for presentation

29. GIF & NEA

30. Interoperability
The ability of two or more systems or components to exchange information and to use the information that has been exchanged

31. Benefits to Administrations
Helps them to do their jobs better, more efficiently, and fulfil their obligations faster at lower cost
Speeds up the development of public services and supporting systems
Better decision-making, allowing data collected by different agencies to be aggregated, and serve as inputs to better, more informed decisions
Allows for better coordination of government services resulting in higher added value to citizens and businesses

32. Benefits to Citizens
Interoperability is the foundation of citizen-centric delivery of one-stop-shop services through a variety of channels
Enabling the streamlining and simplification of e-government services offered to them (e.g. via integrated/single window-type applications)
The seamless flow of information across government and between government and citizens/businesses increases transparency and accountability

33. e-Government Interoperability
Adoption of standards (in a GIF)
Architecture (in a NEA)

34. GIF
A set of standards and policies that a government uses to specify the preferred way that its organizations, citizens and partners should interact with each other
Business process or organizational interoperability
Technical interoperability
Information or semantic interoperability

35. NEA
A strategic planning framework that relates and aligns ICT with the governmental functions that it supports
Provides a common framework that ensures general coherence between public sector ICT systems at the same time as the systems are optimized in terms of local needs

36. Open Standards GIFs/NEAs are often based on open standards
Easy accessibility for all to read and use
Developed by a process that is open and relatively easy for anyone to participate in
No control or tie-in by any specific group or vendor

37. Iraqi GIF/NEA Technical standards – 4 categories
Semantic interoperability

38. Iraqi GIF/NEA – Technical Standards
1. Interconnection/Network – to enable all government departments and employees to communicate with each other using a set of standard protocols and software
e.g. HTTP, SOAP, SMTP/MIME, POP3, IMAP, LDAP, TCP, IPv4 / IPv6, IEEE , and more

39. Iraqi GIF/NEA – Technical Standards
2. Data Integration – the protocols and standards to allow the recognition, input and output of data
e.g. UTF-16, XML, XSL, RDF, UML, and more

40. Iraqi GIF/NEA – Technical Standards
3. Access and Presentation
Access - ensure that content is accessible to citizens with impairments to vision, hearing, speech and mobility
Web Content Accessibility Guidelines (WCAG), version 2.0
Presentation – the format of content for presentation for multiple devices (including websites and mobile phones), and for interchange between ministries, departments and directorates as well as third parties
e.g. HTML, XHTML, WML, ODF, OOXML, PDF, CSV, JPEG, MPEG, and more

41. Iraqi GIF/NEA – Technical Standards
4. Security – lists open standards used to secure information stored and transferred on a government network
e,g, ISO/IEC 27001, ISO/IEC 24762, TLS, S/MIME, WS-I Basic Security Profile and more

42. Semantic Interoperability
Ensures that the precise meaning of exchanged information is understandable by any person or application receiving the data
This is accomplished by adding metadata

43. Metadata Used for Can be applied to Finding digital content
Managing digital content
Can be applied to
Text
Images
Sound
Videos
Services

44. Metadata – Dublin Core Example
Title=“APDIP e-Note 5 – Building Online Communities of Practice: The International Open Source Network Model”
Creator=“Apikul, Christine”
Subject=“Community of Practice
Subject=“Open Source”
Description=“Discusses the approaches, tools and technologies used by the International Open Source Network to build a participatory, sustainable and ever-expanding community of practice around issues related to free/open source software, open content and open standards.”
Publisher=“United Nations Development Programme”
Date=“2005"
Type= “Text”
Format=“application/pdf”
Identifier=“
Language=”en”
The Dublin Core is an international standard for metadata in electronic documents, with a basic set of elements for cataloguing. Named after Dublin, Ohio, where it originated.

45. Iraqi GIF Semantic Standards
ISO/IEC Metadata Registry
Standard for cataloging and harmonizing data across organizations.
Simple Dublin Core
Standard for describing Web-based documents
Open Archives Initiative – Protocol for Metadata Harvesting
Standard for repository interoperability
Iraqi e-Government Metadata Standards – based on Law No , amended in 2001

46. Exercise
In Iraq, the National e-Governance Strategy and GIF/NEA are key guiding documents for the management of portals and contents
From your experience, what other policies, strategies, mechanisms, structures need to be in place to ensure that a whole-of-government, multichannel and citizen-centric e-governance portal can be successfully achieved?
What are their statuses?
Discussions in small groups will be followed by a plenary session

47. A Framework for Portal Management

48. Strategic Framework for Portal Management

49. Back-end

50. Implementation Approach/Strategy
Portal development as a project
Put in place project management processes
Set up project management unit
Emphasize continuous improvement
Manage knowledge
Regular monitoring and evaluation involving users
Key outputs to guide implementation
Project Management Guidelines
Knowledge Management / Sharing System

51. Governance A framework for decision rights and accountabilities
Governance model and leadership that is concerned with the authority or decision rights of e-government portals
User adoption strategy that is concerned with devising strategies to increase the adoption of e-government portals by users, such as branding and promotion

52. Governance Model & Leadership
Identify roles and relationships needed for policy-setting, control and monitoring the use of the e-governance portal
For decisions related to the technology used to develop the portal (ICT governance)
For decisions related to the content that goes into the portal (content, workflow, metadata governance)
Require strong and influential executive leadership
Committees are set up to oversee the governance aspects across business functions

53. Saudi Arabia’s Yesser Governance Structure
Supreme Supervisory Committee
Yesser Steering Committee
E-Government Program Directorate
Project Managers

54. User Adoption Strategy
Branding – create portal identify
Promotion – “Voice” of the brand to inform, remind and persuade target users
Incentives
Communication – throughout portal development process and after

55. Governance Key outputs to guide governance ICT Governance Framework
Content Governance Framework
Branding and Communication Strategies

56. IT Strategy
IT infrastructure
IT architecture

57. IT Infrastructure
A combined set of hardware, software, networks, facilities, etc., in order to develop, test, deliver, monitor, control or support IT services

58. IT Infrastructure Computer Hardware Operating Systems
Enterprise Software Applications
Data Management & Storage
Networking/Telecommunications
Internet Platforms
Consulting and System Integration Services

59. IT Architecture
Links IT decision-making and investments with the organization’s business strategy
Establishes and defines a consistent, agreed-to process for decision makers to follow in the form of documented procedures, methods, standards, protocols and infrastructure

60. IT Architecture Layers
Access and Presentation
Application
Data
Integration
Infrastructure
Security
Operations

61. General Principles for IT Decisions
Take long-term, high-level view and observe trends
Adhere to open standards
Adopt stable rather than cutting-edge technologies
Adopt appropriate and sustainable technologies

62. Shared Services
A common infrastructure and technology services used by all operating agencies, and for which a central organization plays the primary role in management
Includes:
Administrative business systems (HR, accounting, logistics, finance
System software (operating systems, database management systems)
Hardware (servers and network equipment)
Communication services to connect with users (bulk s, SMS service and cell broadcasting)
One of the most challenging aspects of e-governance is the integration of information systems in a way that different agencies suitably interact with each other by sharing activities, processes and services.
Shared services is a business approach and an ICT architecture designed to allow agencies to share key parts of their infrastructure, applications and business processes within their own organization, with other agencies and with the general public.

63. Share Services Offered by the Government of Dubai for e-Governance:
Electronic payment services (ePay)
Mobile messaging services (mDubai)
Electronic suveys (eSurvey)
Cross-government information exchange (SYNC)
Statistics on e-services (GESS)
Hosting portal services (eHost)
Multi-channel contact centres (AskDubai)

64. Questions
What shared services among government agencies are provided in your country?
Which shared services should be given priority? Why?

65. Information Strategy
A key back-end attribute that decides what information is published and how it is published on an e-governance portal
Information architecture
Information (content) management

66. Information Architecture
Focuses on:
The structure and organization of content
Navigation – so that users can browse and move around from page to page with ease
Findability – so that users can search for what they want with ease
Categorization and description of content
Presentation, labeling and layout of content

67. Content Development and Management
Create
Update
Publish
Translate
Archive
Retire
Focuses on:
Content purposes and contexts
Content topics and types
Content delivery channels
Roles and responsibilities for different components of the content life cycle
Content work flow
There are many versions of the content life cycle. Recognizing a content lifecycle means recognizing that the process of creating and publishing content follows a predefined repeatable process with activities and decisions assigned throughout the cycle.
The success of a lifecycle is directly related to the effort put into planning the content strategy that creates the blueprint by which designers, writers and developers can build a successful model for creating and delivering content.
Content Life Cycle

68. Front-end

69. Service Delivery
Availability – the types, levels and number of services offered via an e-governance portal
Accessibility – the ease of attaining information and services offered through an e-governance portal
This includes considerations for the disabled and the elderly
Key outputs to guide service delivery
e-Governance Strategy
Accessibility Guidelines

70. Accessibility
No citizen should be left behind: citizens of differing abilities (or "disabilities") should be accommodated, according to their needs
Design Web interfaces according to standardized web accessibility guidelines ensuring access for disabled persons
Prepare multimedia (audio, video, etc.) data to be understood in alternative ways

71. Accessibility
Use a language and vocabulary that can be understood by the average/typical user
Provide multi-language access
Provide access to e-governance services and information through multiple channels to enable wider reach

72. Customer Orientation
Segmentation enables managers to target information and services towards specific groups of people. It is an important attribute for ensuring increased use of an e-government portal
By beneficiary
By department/sector
By life events

73. Customer Support Automated help and support – FAQs, sitemap
Human-intervened help and support – , chat, phone

74. Customer Orientation Key outputs to guide customer orientation
Customer Charter
e-Participation Strategy

75. Usability
The degree of ease with which citizens are able to use an e-governance portal
Related to:
Efficiency – accuracy and completeness with which users can achieve specific goals
Design – graphics, layout, colours, multimedia and other features
Key outputs to guide usability
Website/Portal Development and Design Guidelines

76. Trustworthiness
Transparency is a characteristic of governments, companies, organizations and individuals that are open in the clear disclosure of information, rules, plans, processes and actions.
Accountability means ensuring that officials in public, private and voluntary sector organizations are answerable for their actions and that there is redress when duties and commitments are not met.
Transparency and accountability need each other and can be mutually reinforcing. Together they enable citizens to have a say about issues that matter to them and a  chance to influence decision-making and hold those making decisions to account.
Each concept is part of a strategy used for and by citizens to have the means, resources and opportunities to influence decision-making and affect development outcomes.
Source:

77. Trustworthiness
Information security is the confidentiality, integrity and availability of information. It is the practice of ensuring that the information being stored is safe from unauthorized access and use, ensuring that the data is reliable and accurate and that it is available for use when it is needed
Privacy is the appropriate use of information. This means that organizations should use the information provided to them only for the intended purpose
The more things are interconnected, the broader and more serious is the potential impact of security threats. Protection against these threats is critical in building citizens’ trust.
Privacy breaches can shatter public trust in e-governance. Online privacy issues are major concerns for citizens. They include spam, unauthorized tracking and data collection, and sharing of information with third parties.
Generally, there must also be a strong emphasis on a legal framework that embodies elements of trustworthiness, traceability, security and privacy of citizens’ data.

78. Security
Installing firewalls, anti-virus software, and intrusion detection systems
Deploying strong cryptographic protection of sensitive data
Undertaking constant training of personnel
Maintaining network surveillance and security monitoring
Conducting testing and ethical hacking
Establishing an incident response and recovery capability, including back-ups and alternate site operations if appropriate
As security must be implemented to ensure privacy, let’s look at some security measures.

79. Trustworthiness Key output to guide trustworthiness
Human Rights Charter
Open Data Policy
Information Security Policy
Privacy Policy

80. Exercise: Linkages
For example:
Users need to be able to access the site before it can be used
Users need to trust the site before it is used
A robust IT infrastructure is needed to ensure availability of e-governance services
A content strategy is needed to ensure that content is relevant to users
A sound governance model and strong leadership contributes to successful implementation
In pairs, explore how the different components of the framework are interlinked

81. Portal: The Window to e-Government Services (Source: Smart Cube)
Portal management involves the complex undertaking of managing the national e-governance portal and its linkages.

82. Portal Management System
National Level
Ministry websites that offer information and services on a particular sector or sectors (e.g. agriculture, education, health, employment)
e-Services (that may require the involvement of more than one ministries at the back-end) (e.g. e-registration, e-payment, e-procurement)

83. Portal Management System
Local Level
Local government websites for different governorates, and even districts or communities (managed by the community service centres)
e-Governance portals for the different governorates or communities that aggregate information and services

84. Exercise
In groups of 4-6 people, take stock of the different websites and portals currently available and planned in Iraq. Discuss how they link together as part of the national e-governance portal system
Creatively draw a diagram showing the linkages of the IT components in the e-governance portal system
Draw another diagram showing the linkages of the content components
After the exercise, the diagrams are taped to the walls. Participants in their same group can then do a “gallery walk” to view these diagram and take note of how they are similar or dissimilar to the ones s/he drew
This is followed by a plenary to discuss the diagrams

85. Monitoring and Evaluation

86. Monitoring and Evaluation
Monitoring is an ongoing analysis of project progress towards achieving planned results for the purpose of improving management decision-making
Evaluation focuses on the efficiency, effectiveness, impact, relevance and sustainability of the strategies and actions
The mechanism for regular monitoring of progress and independent evaluation should be planned from the very beginning.

87. Why Evaluate?
To know if an intervention succeeded or failed to achieve its objectives
To determine whether the intervention is likely to meet the needs of all stakeholders
To establish that an intervention is financially and socially sustainable in the long run
To establish whether investment in a solution is worth the expenditure
To assess whether the solution is scalable, replicable or produces best practices that can serve as normative standards

88. Evaluation Characteristics
Impartial and independent of the programming and implementation of the project
Credible – The evaluation is conducted by appropriately skilled and independent experts, and transparency is observed, for example through the wide dissemination of results
Encourages the participation of stakeholders in the evaluation process to ensure that different perspectives and views are taken into account
Ensures that findings and recommendations are useful through timely presentation of relevant, clear and concise information to decision makers

89. M&E Cycle Citizen Centric Planning Using the findings Monitoring
Evaluation
Using the findings
As the national e-governance strategy emphasizes a citizen-centric approach, It is important to regularly monitor and analyse citizens’ feedback to highlight weaknesses and then use it in performance management, decision-making and strategic planning to drive improvements in service delivery.
Tools for monitoring and evaluating e-governance portals and websites are discussed in Module 3.

90. Funding Options

91. Funding Options
Central funding – Appropriate for initiatives relating to general values (standards/interoperability, openness, transparency, democracy) and value-added services (e.g., security, identification, search)
Ministry-level financing through normal budget allocation processes – Best for projects aimed at service process redesign and capacity building
Budget guidelines or requirements – Central government mandates to ministries and departments to allocate a certain percentage of their budgets to e-governance

92. Funding Options
Budget offsets through cost saving brought on by greater efficiency – Assuming that the computerization of manual processes can save money, it can free up resources that can be reallocated and used to fund additional e-governance projects
Governments can finance e-governance projects by issuing bonds on either the domestic or international capital markets, with the interest on the bonds to be paid for by proceeds from the project or from general tax revenues
For many developing countries, foreign assistance (ODA or “official development assistance”) is an important source of funding for e-governance projects

93. Private and Non-Gov Sector
A contracted supplier for specific products and service elements
Outsourcing of services (e.g., community service access point, or IT help desk)
A partner in the development and/or management of an e-governance service or capability

94. Public-Private Partnerships Models
Design-Build-Finance-Operate (DBFO)
Build-Own-Operate (BOO)
Build-Operate-Transfer (BOT)
Build-Own-Operate and Transfer (BOOT)

95. Principles for PPPs
Risk transfer – Define the allocation of risk around the services to be delivered
Specification of outputs – Detail service outputs rather than the configuration of capital assets or input resources
Whole-of-life asset performance – The contract should demonstrate the private partner’s obligation to ensure the performance of assets for a significant duration of their useful life

96. Principles for PPPs Performance-related reward related to –
Output and availability
Limited or no guarantees for payments
Penalty for poor performance
Termination arrangements – The period of the partnership should be specified, along with arrangements for the disposal of assets at the end of the specified period

97. Summary

98. Summary
A set of strategies, policies and frameworks are essential to help guide the content management and portal management processes to achieve development goals and increase the likelihood of success
A strategic approach to content management and portal management involves:
Reviewing existing policies and plans
Balancing choice and flexibility with fairness and common good
Focusing on development outcomes
Consulting and engaging with stakeholders
Promoting multi-stakeholder partnerships

99. Summary National e-Governance Strategy and Action Plan
Improve interactions with citizens
Enable citizens to participate in decision-making processes
Promote accountability and transparency
Implement one-stop shop portal
Ensure all citizens have access to e-services

100. Summary
Iraqi GIF/NEA
GIF addresses technical and semantic interoperability policies and specifications
NEA helps connect public administration information systems across Iraq and facilitates the interoperability of e-services for citizens
Based on open standards

101. Summary Portal management framework Back-Office Aspects
Implementation Approach / Strategy
Governance
IT Strategy
Information Strategy
Front Office Aspects
Service Delivery
Customer Orientation
Usability
Trustworthiness

102. Summary
Establish monitoring and evaluation mechanism and involve citizens in the process
Consolidate funding mechanism to ensure the effectiveness and sustainability of the portal management system
Keep in mind the complexity of the portal management system that requires close collaboration at national and local levels

103. Summary National level For ministries and local government departments
Vision, national strategy, infrastructure, standards and procedures for e-governance
For ministries and local government departments
Consider the infrastructure, standards and procedures
Opportunities and constraints
Local context
Areas of collaboration
Develop own vision and roadmap

104. What Next? Action Planning
Some questions that need to be discussed and agreed upon and documented in an action plan prior to the actual implementation:
What information the portal or website will contain
How will it be organized
Who will be involved in designing or revamping the website
Who will be involved in producing content for the website
How do we ensure that the content is of good quality and is relevant to the users