1. DOCUMENTAL SOLUTIONS Market Analysis Intelligence & Tools

2. © Copyright 2002 Documental Solutions, LLC
The Company
Documental Solutions, LLC
Founded in 1999
Defense Industry Specialists
Pioneer of Market Analysis Tools and Models
Team of Experienced Industry Experts
Small Organization with Limited Resources
2 ½ years
Focus
© Copyright 2002 Documental Solutions, LLC

3. Documental Solutions, LLC
Our Mission
“By providing access to dynamic, user-friendly, and relevant market analysis tools, we create value for our customers by enabling them to focus their efforts on deeper analysis and more thoughtful planning and decision-making rather than data-gathering.”
2 ½ years
Focus
© Copyright 2002 Documental Solutions, LLC

4. DS Forecast – Sample Screen
2 ½ years
Focus
© Copyright 2002 Documental Solutions, LLC
*Data is notional

5. DS Forecast – Timely Informed Decisions
Focus on Analysis and Decision-making, not Data-gathering
Today – without DS Forecast
100
Analyze Data
Tomorrow - with DS Forecast
Real-time Iterative and Comprehensive Analysis
Gathering Data
Management Response
Thoughtful and Informed Management Decisions
% of Total Effort
Time
Competitive Advantage
Here is the essence of our value proposition. DS Forecast enables our customer to spend less time gathering data and more time performing deeper analysis and making well-informed decisions.
© Copyright 2002 Documental Solutions, LLC

6. DS Forecast Tutorial Project
Developing Online Training for New Users of DS Forecast
1.) ABCD Analysis
2.) Sketched out Tutorial on Paper
3.) Researched Effective Online Training Techniques
4.) Developed Use Cases for Tutorial Development
5.) Developed Tutorial Script for Text Bubbles
6.) Coded Tutorial in Flash
2 ½ years
Focus
© Copyright 2002 Documental Solutions, LLC

7. © Copyright 2002 Documental Solutions, LLC
ABCD Analysis
Audience: Analysts, managers and decision-makers within defense companies
50+ year old
Not computer savvy
Motivated by opportunity to do their job better and with less effort
Paid by company to participate in online training
Potentially negative attitude – must be fun, but not too “busy”
Potentially skeptical of the “next new tool to make their lives easier”
2 ½ years
Focus
© Copyright 2002 Documental Solutions, LLC

8. ABCD Analysis (continued)
Behavior: Overcome cognitive load of DS Forecast interface
Feel comfortable operating the online product interface
Understand the features and functions of DS Forecast
Understand defined terms
Learn to use DS Forecast in order to derive maximum benefit
Tell others about the tool
Become internal evangelists for DS Forecast
Support annual renewal of DS Forecast subscription
2 ½ years
Focus
© Copyright 2002 Documental Solutions, LLC

9. ABCD Analysis (continued)
Conditions:
Working in professional office environment
Taking tutorial while being paid by their employer
Very busy with many projects due – little time to invest
Broadband access
Fast computer
Netscape or IE running on a Windows machine
2 ½ years
Focus
© Copyright 2002 Documental Solutions, LLC

10. ABCD Analysis (continued)
Deficiency Solved:
Overcome cognitive load
Provide step by step experience to user
Provide user with understanding of product uses
Enable faster use spreading throughout customer organizations
Enable DS Forecast scalability
Save thousands of dollars in travel and training personnel costs
2 ½ years
Focus
© Copyright 2002 Documental Solutions, LLC

11. Instructional Methods Used
Presentation/Demonstration
Alleviate anxiety about product complexity
Highlight key features
Drill-and-Practice
Repetitive exercises to reinforce lessons
Positive reinforcement/signaling
Simulation
Superior to text-based instruction pamphlet
Requires active participation of learner
© Copyright 2002 Documental Solutions, LLC

12. Instructional Methods Not Used
Discussion
Real-time discussion feature (WebEx) not feasible
Future iterations should involve some interactivity
Gaming
Fun !….but time-consuming
Strategic planning for defense markets not light stuff
Discovery/Problem-Solving
DS Forecast is for data-mining.
Problem-solving results from effective mastery of tool
Audio
File size constraints
Environmental constraints
© Copyright 2002 Documental Solutions, LLC

13. © Copyright 2002 Documental Solutions, LLC
Learning Advantages
Self-Pacing
Flexibility
Enable critical mass in the organization
Practice and feedback
Using program in <1 minute
Dynamic response when used correctly
Reliable
Not dependent on quality of instructor
System can be changed with user feedback
© Copyright 2002 Documental Solutions, LLC

14. © Copyright 2002 Documental Solutions, LLC
Learning Limitations
Program Design
Finding appropriate software package difficult
Require downloads by users
Tedious
Fast learners may lack patience
Need to integrate index for quick access to lessons
Lack of social interaction
No teacher to act as an advocate for product
They don’t get to meet Pete
© Copyright 2002 Documental Solutions, LLC

15. © Copyright 2002 Documental Solutions, LLC
Cost Advantages
Assumptions:
100 heavy users; 500 light users in organization
Travel to Destination (Time+Ticket+Hotel+Car+Food)
($600+$1000+$200+$75+$100)=$2,000
Training Materials: 20*$5=$100
Total: $2,100
600/20=30 sessions
30 $2,100 = $63,000 per customer   
* Assumes class size of 20, training take place on customer site, training takes one day, RT travel takes one day, and training personnel to be paid $60,000/yr
© Copyright 2002 Documental Solutions, LLC

16. But other costs need to be addressed
Instruction Quality (Self-Paced vs. Real-time questions)
Scheduling (Asynchronous vs. Synchronous)
Efficiency (Automated vs. Manual)
Consistency (Identical lessons vs. real-time tailoring)
Dependence (On-Demand vs Need to schedule training)
Relationships ( vs. Live)
On-line training is the best decision in the short run, but in-person follow-up session and/or on-line chats will enhance training in the long-term.
© Copyright 2002 Documental Solutions, LLC