This document outlines a comprehensive approach to designing and launching a website, emphasizing the importance of business focus, strategic planning, and team collaboration. It covers key areas such as website development methodologies, marketing strategies, financial planning, and the launch process to ensure a sustainable online presence. The guidance provided is applicable to any size of website, highlighting the crucial steps needed for successful execution and ongoing improvement.

1. Concept
to
Launch

2. This presentation provides a high level view on how to design and rollout a website.
The principles apply for any size of website whether it is your own personal website
or whether you are setting up an on line business and want to get an idea on how
the end to end process works.
Business
Focus
Web
Development
Launching
the
Website
Looking at

3. The Business Focus will provide an approach to take the initial idea and setup a business
plan that will bring together the strategy, the financials and the marketing plans to ensure that
a sustainable return on your web investment is planned and well thought out.
At the end of the day it does not have to be a huge undertaking to get a website out of the
door, it just needs the business owner to direct, plan and control the way forward. Working
through the business steps will emphasise on what the business will deliver to the market and
is a spotlight on what the company is all about.
Overview
Business Focus
The Business Team
The Idea
The Strategy
The Product
The Marketing Plan
The Financial Plan
The Business Case
Topics

4. Business Team
Product
Owner
Project
Manager
Technical
Manager
Operations
Manager
Financial
Manager
Stakeholders
The role of the Business Team is primarily to work with the senior management team to setup
the vision and strategy that will deliver the website for the business venture. The main
responsibilities of the business team will be to:
• Secure budgets and ensure financial controls are in place
• Appoint the project management team
• Support the project both internally and externally
• Support the project manager to successfully deliver the project
• Sign off on project deliverables
The Business Team
Ownership Leadership
Vision and Strategy
Employee and
Customer Values
Business
Charter
The Business Charter is a great way to
obtain the full commitment of the
business team and ensure that everyone
is on the same page.
Business Focus
Reporting to the
Project Sponsor

5. The Idea leads the way to create the vision
for your business venture allowing the concept
to become a reality as you begin the process
to develop and launch your website.
Business Focus
There is no doubt that successful websites start with brilliant
ideas. After all, in today's fiercely competitive environment,
innovation is the ammunition that allows entrepreneurs to
stand out in the crowd.
The Idea
Review
Evaluate
RefinePropose
Approve
Idea Management

6. The establishment of a Web Strategy will provide a long-term strategic business plan indicating
how to create and develop a company’s online presence while adhering to the business vision.
The StrategyBusiness Focus
• What web product will help my website operate profitably?
• What can my business accomplish with Web technology?
• How will my business measure success with my web site?
• What are the risks?
• How long until the business obtains a return on the initial
investment?
• What is our go to market strategy?
Set the Goals
Define the Strategy
Agree
Document
BrandVision
Marketing Business
TechnologyFinancial
Ask
THE
Right Questions
•SpecificS
•MeasurableM
•AttainableA
•RelevantR
•Time BoundT
Putting it
together

7. As a business you will need to define what type of Product or service your website will be
providing to the market and this could be categorised as either a Tangible Product or an Intangible
Product or both.
The ProductBusiness Focus
Tangible
Intangible
Tangible and
Intangible
Financial
Services
The management of the product will be defined in the Marketing Plan.

8. The Marketing Plan will look at the best approach to market your website and provide the right
level of marketing , who the target market is and how the product is to be positioned to deliver
continual growth and fully understand the needs and wants of a web audience. Marketing and
marketing successfully in today’s world is going to take work and perseverance to ensure you make
your mark and are able to sell your web product. At a high level a marketing plan is comprised of 4
key principles referred to as the marketing mix.
The Marketing Plan
A little
Info
Marketing
Mix
Product
Price
Promotion
Place
Situation Analysis
• Business Environment
• The Web Market
• The Company
• Competition
Marketing Strategy
• Value Proposition
• Financial Objectives
• Target Market
• Branding
• Product Life Cycle
Marketing Mix
• Web Product
• Web Promotion
• Web Pricing
• Web Funnel
• Sales Targets
Operations
• Financials
• Market Research
• Customer Relations
• Implementation
• Support
The Marketing Plan will outline the:
Putting it
together
Document
the findings
Review and
update
Present to
stakeholders
Obtain
approval
Store
Business Focus

9. The Financial Plan must clearly outline how much it is going to cost to keep your business
running month to month in order to operate effectively. There are many factors that are included
into a financial plan but at a high level as a business you would primarily look at the overhead and
operating costs for the business venture.
A little
Info
All businesses large or small need to have cash flow and this will have to be tracked to
assess how much money is coming in versus spend. It would be advisable to either
have an accountant manage this for you or invest in an easy to use accounting system.
The Financial PlanBusiness Focus
Operating Costs - Variable
Operating costs of a business are generally the costs
associated with maintaining the existence of the
business and are paid on a regular basis but can vary
from month to month
Examples Suppliers; Contractors; Electricity and
Utilities; Entertainment; Travel
Overhead Costs - Fixed
Overhead costs are considered fixed costs, that is, they
do not rise or fall directly during a working month.
Examples Rent, Salaries and Wages,

10. The Business Case is the final deliverable for the Business Focus phase and will outline the scope
of the product, the timeframe to deliver and the forecasted cost. The compilation of the business
case is normally allocated to a business analyst who will collaborate with the business team to
consolidate a formal statement of business goals, reasons they are attainable, and plans for
reaching them. On approval of the business case it will provide the baseline to manage and control
the end to end project that will develop and ultimately launch your website.
The Business Case
Identifying the business scope
Business Focus
Putting it
together Document
the findings
Review and
update
Present to
stakeholders
Obtain
approval
Store
Key Partner
Who are our
key partners
Key Activities
What key activities
do our value
proposition require
Value Proposition
Which one of our
customer’s problems
are we helping to
solve
What is the specific
product or service
we will be providing
What are the
features that match
the customer's needs
Customer
Relationships
How do we get, keep
and grow customers
Customer Segments
For who are we
solving a problem or
filling a need
Who are the
customers
Does the value
proposition meet
their needs
Is it a single sided or
multi sided market
Key Resources
What key resources
do our value
propositions require
Channels
Through which
channels do our
customers want to be
reached
Cost Structure
What are the most important costs in our business
model?
Revenue Streams
What are the revenue streams? How will we price our
product? How will our customers pay for our product?

11. The Development of the Web Site will merge the business, project and the approved
supplier in the process of designing, and developing the website to meet the quality and
revenue targets in line with the agreed cost.
Web development can range from developing the simplest static single page of plain text to
web-based internet applications, electronic businesses, and social network services.
Overview
Web Development
The Software Delivery Team
The Web Service Supplier
The Methodology
The Project Plan
The Web Delivery Process
Maintenance and Support
Topics

12. Software Delivery
Business
Analysis
Solution
Architecture
Development Testing
Release
Management
Operations and
Support
The best chance to deliver a successful project is to bring on
board a Web Project Manager with a diverse mix of skills and
experience, an excellent communicator, a great team leader
and able to manage internal and external stakeholders with
confidence and flair.
The Software Delivery TeamWeb Development
Reporting to the
Web Project Manager
The role of the Software Delivery Team is to design, develop, test and implement the website
ensuring that the business, project, technical and operational requirements are met and rolled
out according to the agreed business rules, technical specifications and quality requirements. The
main responsibilities of the Software Delivery team are to
• Finalise the analysis and design for the website
• Develop the website in line with the agreed technical and functional specification
• Ensure that the testing of the websites meets the agreed test cases and scenarios
• Deploy a website that meets the business and marketing goals and objectives
• Confirm the support of the website has been confirmed once the website has been switched
on.

13. Selecting The Web Service Provider that is the best fit for your business is important as this will
tie in with what type of web site you would like to have to market and run your online business.
The added advantage of using a professional web service provider is that they will know exactly
how to develop, test, deploy manage and support your web platform to ensure that it provides an
optimal service and has the correct level of quality in place to reach your target audience.
Having the right rapport with your supplier entails creating closer, more
collaborative relationships and will result in added value and reduce the risk of
failure.
Putting it
together
The Web Service Supplier
Sign Supplier
Contract
4
Request a Scope
of Work
2
Negotiate terms
and financials
3
Source the
supplier
1
Web Development

14. Defining The Methodology for the rollout of your website project must align to how a project
is managed and controlled within the business environment and is best suited to deliver the
website. There are three distinct methods that can be applied and the web project manager will
make the correct decision based on the complexity of the project and the speed to market target.
Waterfall is a sequential design
process, used in software
development processes, in
which progress is seen as flowing
steadily downwards.
AGILE is an alternative to
traditional project
management, typically
used in website
development. It helps
teams respond to
unpredictability through
an incremental, iterative
work flow.
Analysis
Design
Developmnet
Testing
Deploy
Waterfall
Agile
The Blended approach
is where a project
manager will apply a
variety of software
delivery methodologies
to arrive at a best fit for
the project
The MethodologyWeb Development
A little
Info
Work with the project manager and technical team to define a methodology that
everyone is comfortable with. This will ensure buy-in from the get go of the project
and create a great team environment with the right outlook to deliver the project.

15. The Project Plan will tie everything together for the delivery of your web platform and should be
agreed with your project manager and the larger project team to ensure that all of the project
phases, what needs to be delivered and the schedule are correctly baselined. This will track the end
to end delivery and will be used within status and checkpoint meetings to gauge the progress of the
project.
A project plan incorporates:
• The Scope – what needs to be done
• The Time – how long will it take
• The Risks – What risks will impact the delivery
• The Resources – Who does what
• The Cost – What does everything cost
• Interdependencies – What should be done first
A little
Info
Putting it
together
The Project Plan
Make final
changes and
baseline for
execution to
commence
4
Confirm the
scope, cost,
schedule and
dependencies
2
Review the end
to end plan with
the full team
and supplier
3
Setup the
project
management
plan
1
Web Development

16. The Web Delivery Process ensures that the end to end website is
managed and controlled within each of the agreed phases. It is important
that you have a good understanding of each phase whether you are setting
up your own website, working with an external supplier or managing a web
project for a client. The web delivery process will be integrated into the
agreed delivery methodology i.e. either Waterfall or Agile
The Web Delivery ProcessWeb Development
Phase Objective Key Resources Main Deliverable
Discovery Discovery of the website will begin to establish the who is the website
for, what does the website need to deliver from a technical and
functional purpose and what business rules need to be built into the
website. It will also establish the project plan, what methodology will
be used of the development of the website and what resources and
skill are required.
Business Analysis
Product Management
Project Management
• Business
Requirements
Document
• Traceability
Matrix
• Test Plan
Design The design of the website will look at the overall look and feel of the
website how the web interface will be set up, how the content is to be
positioned and how the user journey and personas need to be
integrated into web infrastructure.
UX Designers
Technical Lead
• Wireframes
• Technical
Specifications
Development On approval of the discovery and design phases the development and
coding of the website will begin. Continuous unit testing will take
place and a decision may be taken to run a prototype of the website
before end to end testing kicks off
Technical Lead
Development Team
• Developed
website
• Prototype
Testing Testing of the website will follow the agreed testing process and will
conduct end to end testing based on the test plan and test scenarios
Technical Lead
Test Team
• Tested and
approved website
Deploy On completion of the testing and in agreement with release
management the site is moved to a live production site
Technical team
Release Management
• Live website
Discovery
Design
DevelopmentTesting
Deploy

17. Maintenance and Support
Putting it
together
Agree to
communication
strategy
4
Define the SLA
and KPI targets
and turnaround
times
2
Agree to the
support process
and hours of
operations
3
Setup the
support
contract
1
All websites require Maintenance and Support in order to ensure that they operate effectively and
keep up to date with the latest updates or upgrades in the company and the industry. The type of
support and how this will be done should be agreed within a support contract with the software
supplier or where this is done internally to setup a Service level Agreement with the support team
Support request
Web Email Phone
Raise
ticket
Calculate time to
resolve
Solution
agreed
Update
done in
Dev
Approved
Moved to live
production
Ticket
closed
Managing
the
support
tickets
Web Development

18. The day of Launching The Website has arrived. All of the business requirements and
testing have been approved and the website is now a functioning platform and it is time to
begin to market the web product and bring in the web traffic.
This phase is ongoing throughout the life cycle of your web site and will take hard work and a
complete belief in who you are as a company and what product you are delivering and to keep
moving forward to get in those customers and ultimately make the sales to bring in the
revenue and keep your company going from strength to strength.
Overview
Launching the Website
The Web Launch Team
Pre-launch Checklist
Getting Your Message Out
Monitor Web Traffic
Continuous Improvement
Looking Ahead
Topics
Milton S. Hershey

19. Launching the Website
Web Launch
Business Marketing
Content
Management
Operations Supplier Stakeholders
Service
Support
The Web Launch Team
Reporting to the
Web Manager/Master
A winning website launch will deliver sales and web traffic which will ensure
momentum for the company. It’s one of the few opportunities to go from planned
to actual sales and conversions.
The role of the Web Launch Team is to work with the business, marketing, technical and web
management teams to prepare the launch plan for the website. Depending on the budget
allocated for the launch of the website an external company could be contracted to manage the
launch, however the role and responsibilities for the website launch if done by an in-house team
remain the same. The main responsibilities are:
• Finalise the launch plan
• Setup the resources for the launch
• Ensure that the promotions have been finalised
• Prepare the press releases
• Finalise the advertising and marketing contracts
• Conduct a full quality assurance exercise on the end to end live site

20. Before launching the website conduct an end to end Checklist with your full business and
delivery team ensuring that all of the business and technical features and components are in
place. This will get your website out of the starting gate getting your message out quickly and
professionally to your target audience.
Pre-Launch - ChecklistLaunching the Website
Analytics Setup
Function and Features Working
Web Domain Registered
Userability working
SEO Finalised
Content Finalised
Present
And Correct
Customers Management Done
Web Hosting In Place

21. Getting your message outLaunching the Website
Before you switch on your website one of the key criteria for a successful launch is to ensure that
there is a structured approach for Getting Your Message Out and announcing that your
website is online. The method to do this would have been defined in your marketing plan and
would have included all the various channels available to your company. The main objective of
this is to let your target audience know your website is now live and ready for business.
Ensure that all press
releases have been
sent out to the agreed
media at least a week
before you launch and
follow up to ensure
that the press releases
have been published
Identify and update all
of your social media
applications advising
that your site is going
live and track
responses
Roll out your
promotion plan which
may include fliers,
stands in shopping
malls, cocktail parties,
conferences working
with the approved
suppliers
Hire a team to send
out emails to your
prospective customers
and clients with some
form of promotion to
attract them to the
website

22. From the moment your website is switched on your technical and release team will begin to
Monitor Web Traffic and control the web traffic coming into your web site.
Using a multitude of analytical tools and applications the team will be able to ensure that all
elements for the Web Funnel are in place and are operating correctly to generate web traffic to your
website. Using the data generated from the web traffic report there will be constant monitoring of
site visits, how the web users are engaging with the site and which of the web users are buying your
product known as conversions. These reports will also provide the sections in the web that need to
be improved to allow the team to make changes during the launch of the website.
Monitor Web TrafficLaunching the Website
Web Browser
Attract
Engage
Convert
Customer
The Web Funnel
Web Analytics tracking
Site Visits
Bounce Rates
Conversions
Analysis Provided by

23. Continuous ImprovementLaunching the Website
Continuous Improvement for your website is to essential to ensure that your web users can
interact with your website or web application as expected 24 hours a day, seven days a week and 12
months a year. Successful websites have to be monitored and upgraded regularly to ensure that your
website is consistently up and front in the world wide web and bringing in web traffic and competing
within a very fast moving marketplace. As the owner of a web enterprise it requires hands on
management for the end to end website across all of the functional areas, the supervision of your
suppliers and support staff and a consistent and professional approach to your customers and web user
base.
Review and update
content and blogs
Check links
Monitor analytics
Daily
Optimise
Search rankings
Respond to Customer
Feedback

24. Launching the Website Looking ahead
Make it simple
People value simplicity
Make it portable
People value convenience
Make it fast
People hate waiting
Make it human
People crave human interaction
Be useful or interesting
People love a good story
As businesses sit today and reflect on where the future of a website will lead them and how to prepare
for change that is consistent and very fast paced it is important to keep in mind that while Looking
Ahead on what is next for your website the basics of good web management must be maintained.
Consistently reviewing your business and marketing strategies will keep you ahead of the game and as
you move in 2016 and beyond the key focus will be on how to make the website stand out from
everyone else. It is important to keep an eye on where technology will take you but do not allow
technology to overtake you. Use what is pertinent right now for your website and setup a product
roadmap that looks at where your business will be in the year and years ahead and always remember
to know what your web users and customers expect from your company and your websites.
And always remember to
Have Fun

25. There is a tsunami of web development happening daily. This could
range from large enterprise web platforms to a small start-up web
page. And what an opportunity for your business to get involved
with an exciting and fast changing environment. More and more
companies will focus on their web presence and who better to
bring it to life than a modern and responsive website with new
technology and a faster way to reach a huge audience out in the
world wide web
Grab these opportunities they are only going to get better and
better and the true joy of this is that these are short to market
projects so you will definitely see your hard work produce results.
This is a great place to be
Cliona O’Hanrahan
MPM; Prince2 ; PMI SME
A Final Word