Inturim Blog - Project Plan

//PROJECT NAME: INTURIM.COM//
//Fabiano Valmorbida Marçal Pessôa//

FABIANO MARÇAL PESSÔA // MASTER IN NEW MEDIA COMMUNICATION AND INTERACTION DESIGN // IAAD. // 1

Preliminary Evaluation:
Idea:
To write a blog for portuguese speakers about life & tourism in Turin.
SWOT Analysis:
The SWOT Analysis is a tool to recognize and be aware of 4 aspects of a scenario: strengths and weaknesses in the present and the opportunities and threats that can be
seen in the future. This analysis helps to define if the benefits and costs and if the project is worthwhile or not.


On the diagram above we can see a list of possibilities for every aspect:

Sthrenghts Weaknesses
Business Management background;
Expertise on blog/internet/social media;
We have a big network of influencers in Brazil, our first market;
High skilled on blog writing;
Strong profiles on social media;
Passion for travel, history and Italy;
Long-term internet users;
Social Media Optimization/Advertising and Search Engine
Advertising/Optimization skills;
No direct/professional competitors in the same niche market;
We are procrastinators;
We don't speak italian well;
We depend on government to save time and money with partnership;
We don't have a support network in Italy for daily problems;
Unfamiliarity with italian law and business bureaucracy;
We have to take care of a child during the process;
Opportunities Threats
Many kind of affiliate programs to help selling touristic products;
Advertising posts;
Touristic Guidance;
Touristic package selling partnership;
Commissioned partnership for touristic services;
Partnerships;
AdSense;
Paid posts/reviews;
A big community of brazilians who comes to Italy to get their citizenship.
Italian Bureaucracy;
New Entrants/Competitors;
Economics in Brazil and Worldwide;
Trademark litigation;
Lack of time to perform tasks;
Lack of investment/funding;
Changes on political thought about openness of EU and extreme right arising;
Conclusion
Based on this SWOT analysis we believe that project is feasible, the benefits of the opportunities are attainable using the strengths, our weaknesses are overcomable and
the threats are mostly known and have possible efficient treatment in case they happen.

SOW - Statement of Work
Executive Summary
Turin have a big and unexplored touristic potential opportunity. Among brazilians and portuguese language speakers is not easy to find information or channel that could
help interested people to visit or live in the city. They are only in english and the ones in portuguese are poor or unprofessional.

Then we decided to create a blog with this kind of information: news, the day-to-day life story, tips and tricks, curiosities and touristic information about Torino, during the
time of the Master and use it as a font or resources to stay in Torino after that.

The main goal is to write the best travel/storytelling blog in portuguese language about Torino, making relevant revenue exploring advertising and touristic products.
Objectives:
To achieve the final goal of the project, some specific, measurable, achievable, realistic and time-bound (SMART) objectives needs to be accomplished:
- Receive 3000 views from, at least, 1500 unique visits/month
- A total of 36k viewers / 18k unique visits yearly after the first year.
- Revenues of, at least, 50k € , between Jan/2017 and January/2019 with Google AdSense, Publicitary post, affiliate programs, partnerships with travel agencies
and personalized sightseeing tour plans.
Deliverables:
To establish checkpoints in the process and monitor the delivering of the most important results, it's necessary that we have the following instruments:
- Report of visitors and new viewers by month;
- Report of monthly revenues from:
- Google Adsense;
- Paid Posts;
- Affiliate Programs;
- Partnerships with travel agencies;
- Personalized sightseeing tour plans;
- Total monthly income.

Scope:
The scope defines the boundaries of the project and limits its tasks. Below, its possible to find these limits:
- The posts will be only about Turin, Turin history, tourism in Turin, Turin related subjects or about our story coming to Turin. We will not write about other cities;
- The blog will be written only in brazilian portuguese avoiding other languages;
- The blog will use only the wordpress platform;
Risks:
Risks are the potential of gaining or losing something of value, in the presence of uncertainty. It's necessary to identify them in order to be aware of them and avoid,
transfer, mitigate or accept these risks and it's consequences.
- New Entrants/Competitors;
- Economics in Brazil and Worldwide;
- Lack of investment/funding;
- No time to do the necessary tasks;
- Changes on political thought about openness of EU and extreme right arising;
Assumptions:
Assumptions are conditions that we consider will be available when needed in the project. It's important to have this considerations in mind so you don't use precious time
with things that you don't need to worry about when planning your tasks.
- That the equipments (computers, smartphones, photographic cameras)will be available when we need;
- That our money will be available to transfer in Brazil;
- That basic infrastructure (internet, phone, electricity) will be available the necessary time for completing the tasks;
- That there is a real intention of developing tourism in Turin by government and society;
- That we have the knowledge for all the tasks needed.
- That we have enough knowledge of italian to translate information to the portuguese speaker public.
- That touristic places can communicate in english if our italian fails.

Restrictions:
Restrictions or constraints are the conditions were the project need to happen based on:
- We can't write daily posts;
- We can't take more than 4 hours/day on the project until february 2018.
- We have to take care of our child, so we can't have both working at the same time on the blog for more than two hours;
- We need to have time for daily house tasks and attending the exigences of our business on Brazil;
- We have only one year to wait for sufficient revenues;
- I'll be available for the only until february 2018.


Work Breakdown Structure:
In order to identify in a graphical way the main processes that need to be specified for tracking, a WBS was elaborated with the following assignments:


Work Breakdown Table:
A WBT helps to list the tasks, duration, dependencies and costs for the main assignments. In the end, we will have enough data to go ahead planning our project and
setting the key points where we need to keep one eye on during it (for didactic purposes we will not assume costs in this WBT):

Tº Description Dur. Dep. Tº Description Dur. Dep.
Creating a Content Strategy Starting Social Media Advertising and Management
A Define the tone of voice 1 day O Create Instagram, Twitter and Facebook profiles 1 day I
B Define subject field for the posts 1 day A P Share pictures of the city on instagram 1 day O
C Define the posting frequency 1 day Q Promote blog posts on facebook 1 day O
Setting up the Technological Infrastructure R Share blog posts on twitter 1 day O
D Register Domain 1 day S Share blog posts on instagram 1 day O
E Research and contract the hosting platform 2 days T Set up and start advertising campaign 1 day O
F Connect with google analytics 1 day D,E U Check and adjust campaigns 1 day T
G Test, define and setup the design template 3 days D,E V Translate and share news about Turin on twitter 1 day O
H Research and install necessary plugins 2 days G Starting Contacting Partners
Starting Content Production and Editing W Map possible partners 20 days
I Research, write, optimize, approve and publish or scheduled posts 4 days B,C,H,E X Classify it in groups of interest 1 day W
Setting up the Affiliate programs Y Make and send a specific release to the 10 + important 5 days X
J Map and choose more reliable and profitable programs (minimum 4) 4 days I Z Confirm by phone/e-mail and ask for questions 5 days Y
K Contact them and ask for instructions 5 days J A1 Set a meeting to explain the project and find a win-win partnership 20 days Z
L Implement it 1 day K B1 Review 21 and repeat 22, 23, 24 and 25. 3 days A1
M Test and approve 5 days L
N Track results with reports 1 day M


PERT - Program Evaluation and Review Technique / CPM - Critical Path Method
The PERT is a method that allows the project manager to think about tasks, duration and dependence in a visual way, and realize where the slack time between tasks will
be available, which gives some flexibility to the project. Moreover, it's possible using Critical Path Method to detect the critical path, the one which in case of delays, will
delay all the project, allowing the Project Manager to be careful about the tasks with this status (in our project, is the red lined path).


GANTT:
The GANTT Graph is a visual representation of the tasks on the time. It is useful to visualize how tasks happen, which of them happens at the same time and set
milestones for progress evaluation:

Stakeholders:
It's necessary to map the stakeholders to decide what kind of role everyone will play in you project. Moreover it helps you to keep them informed with the right amount and
kind of information, depending on theirs needs. To achieve this goal, you'll need the following information:
Stakeholders Map


Using the Matrix of Power x Interest, we can define if a specific stakeholder needs to be monitorized (Low Power x Low Interest), keep it satisfied (High Power x Low
Interest ), keep it informed (Low Power x High Interest) or managed closely (High Hower x High Interest). With this information and knowing its needs and expectations, we
can create a strategy to increase support or decrease obstacles:

# NOME ORGANIZATION ROLE EXPECTATIONS TYPE POWER INTEREST
1 Support KINGHOST Supporter Receive the payment for the service. External Low Low
2
Ufficio di
Comunicazione
TURISMO TORINO Supporter Increase the amount of tourist and the average spent. External High Low
3 Luiza Ferreira Chata de Galocha Supporter Increase the influence, be relevant and get rewarded. External High Low
4 Edney Souza Interney Supporter Increase the influence, be relevant and get rewarded. External High Low
5 Maria Lina Conexão Paris Supporter Increase the influence, be relevant and get rewarded. External High Low
6 Magê Milão nas Mãos Supporter Increase the influence, be relevant and get rewarded. External High Low
7 Paulo Henrique Correia
Warã - Associazione
Culturale Italo-Brasiliana
Observer
Increase number of subscriptions and visibility for brazilian
people.
Internal Low High
8 Family - Driver Supply more life quality and comfort than we had in Brazil. External High High
9
ROUNDABOUT
(Influencer agency)
ROUNDABOUT
(Influencer agency)
Observer
Increase amount of influencers/clients and therefore, the
revenue in Torino.
External High High
10 Guilherme Paulus
Associazione Brasiliana di
Agenzie di Viaggio e Turismo
Observer
Increase sales, send information about tourist locations and
opportunities to travel agencies.
External Low Low
11 Claudia Beatriz Saleh
Rete Brasiliana de Agenzie di
Blog di Turismo
Supporter Increase and develop the travel blog for portuguese speakers External High Low


# NOME
POTENTIAL STRATEGIES FOR GAINING SUPPORT OR
REDUCING OBSTACLES
E-MAIL/DIGITAL CONTACT PHONE
1 Support
Keep cordiality to get nice support, increase plan price on 25k
visit/month.
suporte@kinghost.com.br
2 Ufficio di Comunicazione Present the blog, show our results, ask for a partnership. info.comunicazione@torinoturismo.org
3 Luiza Ferreira Find common goals and propose partnership. @chatadegalocha (dm instagram)
4 Edney Souza Find common goals and propose partnership. Edney Souza (Linkedin)
5 Maria Lina Find common goals and propose partnership. @conexaoparis (dm instagram)
6 Magê Find common goals and propose partnership. @milaonasmaos (dm instagram)
7 Paulo Henrique Correia
Negotiate posts about the association and spread news about
their work in Torino.
paulohenrique@wara.it 39 33 1582-8276
8 Family Negotiate loses and explain benefits. aenardi@beatdesign.com 39 34 6214 3783
9 ROUNDABOUT (Influencer agency) Show our results to make them more confident to work with us. contact@roundaboutravel.com
10 Guilherme Paulus
Show them our work to increase the visits to the blog as source
of information about the city for travel agencies
abav@abav.com.br 55 11 3155-3077
11 Claudia Beatriz Saleh
Send our release to get the seal of approval and obtain
credibility.
parcerias@rbbv.com.br


Risk Analysis:
The risk analysis is crucial to prevent delay or/and an increase of costs in the project. It intends to, after identifying risks, evaluate them using probability versus impact and
define what to do next to try to manage it more efficiently. Using the matrix of Probability x Impact we can define the treatment of every risl will be of low priority (Low
Probability x Low Impact), medium priority (High Probability x Low Impact), high priority (Low Probability x High Impact) and critical Issues (High Probability x High
Impact).

Risk Description Probability Impact Action
New Entrants/Competitors; Low High Mitigate - Look for them and offer partnership.
Economics in Brazil and Worldwide; High High Mitigate - Write about how to move to europe or live with less.
Lack of investment/funding; Low Low Mitigate - Save some money to eventuality.
No time to do the necessary tasks; Low High Transfer - Ask for a collaborator to do the research for posts.
Changes on political thought about openness of EU and extreme right arising; Low Low Avoid - Make the citizenship of all members family.
Monitoring and control
Activities will be evaluated as follows:

Daily monitoring with a meeting about the execution of repetitive tasks and main tasks, if they are on time, on warning or delayed (using mainly the GANTT Graph), the daily
visits to determine if the posts have a good result and evaluate its effectiveness as font of revenue or clicks and unique visitors, using our reports.

A monthly meeting with all the team to analyze if the visits and revenues with affiliate, paid posts and tour guides sellings are sufficient to meet the monthly goals.

Inturim Blog - Project Plan

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