1. Plan2Execute
PROJECT PROPOSAL
For Project:
Plan2Execute
Version No: V1.0
Draft as of September 11, 2016
Printed: September 11, 2009
Author: Katherine Smeltzer
Brendon Siang
Ryan Schwartz
Jordana Rubin
Sian Scott
Project Sponsor(s): Doug Thomas, Mani Gokarnesan

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TABLE OF CONTENTS
Introduction……………………………...…………………………………………………….3
A. Purpose of Project………………………………………………………………....…..3
B. Background Information About the Project…………………………………….…...3
Project Summary……………….………………………………………………………….…..3
A. Problem………………………………………………………………………..…....…..3
B. Objectives………………………………………………………………………….…....4
Scope……………………………………………………...……………………….………....….4
A. Deliverables and Outcomes…………………………………………………….………4
B. Approach……..……………………………………………………………………..…...4
Project Plan………………………………………………....….………………………….…….4
Assumptions and Constraints………...………………………………….………...….………...5
A. Assumptions…………………………………………………………….…...…………...5
B. Constraints………………..……………...………………………………………...…….5
Project Management Approach………………………………………………………….……..5
A. Project Control Standards…………………………………………………………...….5
B. Resource Plans……………………………………………………………………….…..5
C. Roles and Responsibilities………………………………………………………….........5
D. Change and Issue Management Approach………………………………………….....6
Business Case……………………………………………………………………………....…….6
Next Steps…………………………………………………………………………………...……7

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INTRODUCTION
Purpose of Project:
The purpose of this project is to mediate between decisions, provide a foundation for a formally
developed business plan, create a pitch for venture funding plan, formulate a marketing plan, and
possibly develop web content for social media presence.
Background Information About the Project:
Plan2Execute (P2E) is a provider of software and consulting solutions founded in 2014 by Mani
Gokarnesan and Doug Thomas. Gokarnesan leads the Supply Chain Solutions Practice with his
experience in supply chain and logistics consulting and systems implementation with Big 4 and
boutique consulting firms. Thomas acts as the chief scientist, leading the development of solutions
for clients. He is also a professor of supply chain management at Penn State’s Smeal College of
Business.
The company provides consulting, software-as-a-service solutions for warehouse and transportation
management, and advanced supply chain planning. After successfully developing and deploying
their warehouse management systems and transportation management systems with a small client
base, they closed their fiscal year (ending June 2016) with a revenue of around $600,000.
P2E’s target market is medium-sized manufacturer and distributor organizations. They believe the
medium-sized market specifically is underserved by current competitors. Gokarnesan and Thomas
first realized this problem while consulting for various companies. They realized they could deliver
simpler and better functioning management systems at a reduced cost. These systems have delivered
tangible savings (20-30%) and high ROI (return on investments) for their clients. Currently, they
have their word class systems and a stream of recurring revenue through their software-as-a-service
model.
PROJECT SUMMARY
Problem:
Everything so far has been self-funded by P2E. There have been significant improvements on their
manufacturer management systems (MMS), transportation management system (TMS), and
warehouse management system (WMS). However, with their R & D There has also been a growing
expense aggregating up to $750,273. Projected risk analysis provides detail that expenses will
continue to rise and pockets will deepen. There is a severe lack of financial statements as well as
information to present to investors. There has to be more information on numbers such as Annual
Recurring Revenue (ARR). As Douglas Thomas quoted “It is time to set up and figure out these
details, investors already assume everything is true we need the numbers to back it up.” This is
further emphasized as the allocation of possible investments is currently unknown.

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Another problem in this case would be market research as there has not be sufficient data collection
of the ideal customer (who is generally 100-500 million dollars in revenue). This would prevent us
from calculating potential revenue as well as potential maximization of contract values. Furthermore,
there is the problem building awareness within target market. Currently, the system implementation
is generated and advertised after P2E’s team establishes customer support for analysis. There has to
be a way to advertise key points of interest (KPI) and awareness with web information. This would
be the next steps to have market penetration and stronger potential to hire new talent.
Objectives:
● Aid in providing various opinions on business decisions and risk assessment
● Research active and potential competition offering TMS/WMS/MMS to enterprises
● Approximate TAM and what it would take for market penetration to increase
● Get P2E started on “figuring out their numbers” to present to potential VC
● Research and discover valuation and ARR to present to P2E assigned coach
● Create market (Group 3), investment (Group 7), and business plan (Group 7 & 3)
SCOPE
Deliverables and Outcomes:
Group 7 will be responsible for delivering a in-depth investment plan as well as advice for growth
and objective assistance for P2E. We will be giving various opinions on an investment as well as
marketing opinions. The overall end goal will be the business plan that will involve the blending of
group 3 (market orientated) and group 7 (investment orientated). We will build P2E as well as
acquire external funding to be able to jump start the business. This would help allocate funds so
investors will know where their money is going. These deliverables will be able provide detailed
expansions that will include generation of leads and increase P2E’s team size (training time, pay,
team allocation, HR).
Approach:
− Business Understanding – Will be provided a demo with P2E’s London team (including CEO and
Chief Scientist) to have clarity. Setting benchmarks with web based information as well as data
and documents provided weekly.
− User Acceptance – Initiate website to provide awareness to the market as well as potential talent
for US employees. Weekly meetings to discuss goals and focus.
− Documentation Method – Every meeting will be documented as to what was completed within
that time-frame. Any changes to user requirements will be updated under the supervision of the
chief scientist or CEO. This will also help as a system of checks to improve and optimize our
results.
PROJECT PLAN
Research (September 12 - Oct. 7):

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● Establish benchmark after meeting and compile data after meeting (Sept 9 - 16)
● Figure out about customer relation and revenue streams/key resources (Sept 16 - 20)
● Establish potential value proposition, customer segments and channels (Sept 20 - 25)
● Decided and finalize cost structure of company (Sept 25 - Oct 7)
Design (Oct. 1 - Dec. 1):
● Decide and start on investment pitch for company finish value proposition (Oct 1 - 8)
● Start business plan and finish by (Nov 20 - Dec 1)
● Market plan draft (Oct 30 - Nov 10)
Implementing (Oct. 7 - Dec. 9):
● A presentable investment plan by Oct 7 - 8 for competition
● Finished Business plan (Dec 1 - 9)
● Finished tweaking marketing plan / website data (Dec 1)
ASSUMPTIONS AND CONSTRAINTS
Project Assumptions:
We assume that P2E will provide necessary company information in a timely fashion so that we can
better complete our objectives. As far as scheduling, our group will have weekly meetings in order to
ensure that the project proceeds as planned. We will also have regular meetings with Doug Thomas
to gather information we require along the way as well as allow Thomas to view our progress.
Project Constraints:
Timeframe constraints include the project deadline at the end of the semester and the PSU pitch
contest in October. We need to have the entire project completed by the end of the semester and a
significant portion completed by October for the contest. Our skill levels vary greatly. Although we
have a supply chain major in our group, we lack a finance major who could supply invaluable
knowledge during the formation of the investment plan. Another constraint would be the lack of
information available to us due to the fact that P2E is a start-up.
PROJECT MANAGEMENT APPROACH
Project Control Standards:
Weekly meetings and consistent and timely communication through email will be required to ensure
all group members, as well as the CEO and Chief Scientist are up to date on business plans. It is vital
that all persons conduct each part of the project with efficiency and integrity.
Resource Plans:
All members will be held accountable to commit to the set timeline and to practice their most
exceptional work ethic. We will most likely look to an outside resource for a benchmark estimate,
but any other desired outside resources will be discussed and confirmed with Doug and Mani.
Project Roles and Responsibilities:
Roles:

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- Marketing - Jordana Rubin/ Sian Scott
- Logistics solutions- Ryan Schwartz
- Software specialist- Katherine Smeltzer
- Project leader - Brendon Siang
- Finance/ Accounting- Brendon Siang
Responsibilities:
Marketing team will be responsible for identifying key information and data from competitors,
customers, and web data that would be implemented into the overall business plan.
Logistics solutions team will be responsible of understanding TMS, MMS, WMS as well as the
overall process of P2E’s product as a service model to keep in touch with objectives and relativity
Project leader will be responsible for cross group organization and consistency. Furthermore, he/she
will be in charge of team priorities, deadlines, setting up meetings, and communication between
P2E’s officers.
Software specialist is in charge of the understanding and implementation for SME and management
systems. They will also have the ability to make web content and produce code. This will also
attribute towards marketing team.
Finance team will provide accurate payment processing, Develop and maintain reports and files.
Plays a huge part in the day to day business activities including customer invoicing, accounts
receivable etc.
Change and Issue Management Approach:
We plan on completing each objective that the CEO wants to be accomplished (business plan, pitch
for venture funding, marketing plan), if at any point the CEO and the other executives wish to
change these objectives we will have an immediate team meeting discussing how we will complete
the new objectives. We will also inform Dr. Clark and make sure the new objectives can still be
consistent in the class requirements.
BUSINESS CASE
The benefits of this project will be very impactful, the market for P2E’s solutions is in the thousands
and right now they only have a handful of clients. With the marketing plan that we will create will
allow P2E to break into this huge market of potential clients. In addition to the marketing plan we
are creating a pitch for venture funding, this will allow P2E to answer important questions that
investors will need to know to trust P2E. If the pitch is successful it will provide an immediate
impact of 1 million dollars which can be put towards the marketing fund. Investors will increase
chances of funding because they will see the growth in numerical values as well as distribution of
funds.

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Management and hyper growth of the company will adapt to their role because of training and in
depth planning of the marketing plan (increases KPI for SME). Building web content will promote
awareness and by attracting more talents based in the United States will enable more leads and
marketing efforts.
NEXT STEPS
As we move forward, our main goal is to first gain understanding of the company as a whole and
how our group members can work to improve the business direction. Since the main objective is to
gain the necessary information in order to complete the Gantt Chart, we will maximize our internal
and whatever external resources we see necessary. Through our research we are hoping to identify
potential customers. Important information we need to gather from these potential customers
includes the systems they are currently using (possible competitors). We will need to identify the
total number of ideal clients and the possible acceptance rate of these clients. Additionally, we will
be doing extensive research to discover how many companies are in their targeted segment. We will
look to our members to conduct market research in order to develop a successful marketing plan to
ensure the company’s growth. We will work closely with group three to formulate a marketing plan
that will suit the needs of the company. In the near future, if all these steps are conducted and
recorded properly, we are hopeful that P2E will receive investments allowing them to potentially
spread globally or expand their target segments to larger corporations.