Feasibility Study Project

Module 7874B
Initiate and Carry

Out Projects
Author: Judy Beddoni
Date: 13th August 2007
FEASIBILITY STUDY
Page 1 of 25
MYER
Website
Rebranding Project
Reported by: Judy Beddoni

Date: 12th August 200
Page 2 of 25
Contact Details:
For all enquiries relating to this rebranding proposal please contact
Project Manager: Judy Beddoni

Address: P.O. Box 2430
Strawberry Hills NSW 2012
Mobile: 0430 228 379
Email: judy.beddoni@bigpond.com
Confidentiality and Disclosure
The Company MYER must not disclose any proposed feasibility study information from
“JABIT” Digital Designs & Ideas to any third party unless the nominated contact officer “Judy Beddoni” has given prior
written authorisation. ©
INTRODUCTION
FEASIBILITY ISSUES
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Feasibility Issues:
Reference 1
Can it be done? Is it practicable? Is it feasible?
Economically? Are the benefits greater than the costs?

Technically? Do you have the necessary technology?
If not, is it available and accessible?
Operationally? Do you have the necessary resources?

Will target audiences/markets accept and
use it?
Scheduling-wise? When can it be ready?

Will it be ready in time?
Feasibility Issues;
Many of the above questions can not be answered in the early stages of the study.
For example:
Data on actual costs and benefits is not available
We need to determine what resources are at our disposal.
Some elements of the feasibility will be more important than others - and - some may directly conflict.
Sometimes external considerations are more important than the narrow feasibility issues discussed.
Other Questions that will need to be addressed:
What data is needed?

Where does it originate?
How much data is needed?
What are the requirements of the users?
What do the users want and/or need?
What are the main characteristics and functions of the proposed rebranded site?
What are the design considerations?
Design alternatives?
What are the development considerations?
Concerns?
Development alternatives?
Pilot studies needed?
What work processes will be necessary?
Will current processes need to be reviewed?
What are functionally / technological issues?
Are solutions already available?
Will databases and / or programming be required
Is all of this consistent with the business and Web strategy?
EXECUTIVE
SUMMARY
EXECUTIVE SUMMARY
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The Myer website was out dated and needed a change. The proposal for the rebranding
project was to show some pizzazz, style, modernize and update the website and bring it
to life with bright colors and a fresh new Logo. Plus with the Implementation of some
amazing new interactive technology for customers to view or listen to and in so doing
browse the site longer.
This Feasibility Study was undertaken to assess and evaluate the 3 alternative solutions
for the rebranding of the MYER website:
1. Redesign the Logo and colour scheme to make the site more attractive to
customers
2. Implementation of Video presentations
3. Implementation of Audio Podcasts
In assessing the viability of each solution we conducted assessments via the following
criteria:
1. Vender Presentation
2. Customer Survey
3. Staff Feedback
On the basis of our evaluation of the solutions and results gained through the
assessment criteria and ranking scores the most feasible solution to be implemented
would be the implementation of video content to the website with the customer having
the choice of what and when to view.
FEASIBILITY STUDY – REBRANDING PROJECT
TABLE OF CONTENT
CONTACT DETAILS:............................................................................................................................... ........3
CONFIDENTIALITY AND DISCLOSURE......................................................................................... .........................3
FEASIBILITY ISSUES:................................................................................................................................. .....4
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EXECUTIVE SUMMARY............................................................................................................ .................4
1.REBRANDING OF THE MYER WEBSITE...................................................................................... .........7
2.BACKGROUND INFORMATION............................................................................................................ ..8

2.1. REBRANDED WEBSITE OPPORTUNITIES............................................................................................. ...........9
3.POTENTIAL SOLUTIONS................................................................................................................ ......10
3.1. REDESIGN MYER LOGO AND COLOUR SCHEME.................................................................................... .....10
Feasibility Study problems & solutions table ......................................................................................................10
3.1.1. Assessments................................................................................................................................................10
3.1.2.Score Result.................................................................................................................................................11
3.2. IMPLEMENTATION OF VIDEOS PRESENTATIONS................................................................... ...........................11
.............................................................................................................................................................................12
3.2.1. Assessment..................................................................................................................................................12
3.2.2 Score Result.................................................................................................................................................13
3.3. IMPLEMENTATION OF AUDIO PODCASTS............................................................................ ..........................13
3.3.1. Assessment..................................................................................................................................................14
.............................................................................................................................................................................15
3.3.2.Score Results...............................................................................................................................................15
4.FEASIBILITY RANKING RESULTS............................................................................................ ...........15
4.1. RANKING CRITERIA................................................................................................................. .............16
4.2. RANKING SCORES.............................................................................................................. .................16
5.MOST FEASIBILE SOLUTION RESULT......................................................................... ......................16
6.CONCLUSION.................................................................................................................................. ......17
7.REFERENCES................................................................................................................. ......................19
1)http://www.houckassociates.com/wc-feasi.asp Feasibility Issues ................................................................19
........................................................................................................................................................................19
2)http://www.houckassociates.com/wd-dat-p.asp Interactive Elements, Databases & Programming................19
........................................................................................................................................................................19
APPENDIX...................................................................................................................... ..........................19
1.Feasibility Study Website Problems & Solutions Table ....................................................................................20
2.Feasibility Study Rebranding Risk Table..........................................................................................................21
3.Customer Survey Result....................................................................................................................................22
4.Staff Feedback...................................................................................................................................................23
5.Feasibility Study Solution Ranking Scores Table..............................................................................................24
REBRANDING PROPOSAL
PROJECT OVERVIEW
Project Name: MYER REBRANDING
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Project Manager: Judy Beddoni
Proposal Rev and Date: 30th September 2007
Project Commencement: 30th January 2008
Target Completion: 21st February 2008
Total Budget Estimate: $10,000.00 (depends on any major changes and website technical requirements)
1. REBRANDING OF THE MYER WEBSITE
The Myer website was out dated and needed a change. The proposal for the rebranding
project was to show some pizzazz, style, modernize and update the website and bring it
to life with bright colors and a fresh new Logo. Plus with the Implementation of some
amazing new interactive technology for customers to view or listen to and in so doing
browse the site longer.
Reference 2
Interactive Elements, Databases & Programming
Since the Web is an interactive medium, users expect a high degree of interactivity. The
more interactivity offered at your site, the higher its success and visitation rates will be.
You may want to consider using a personalization application / service, file downloads,
audio file(s), video clips), etc.
Some programming may need to be included, such as interactive forms, site

personalization, interactive maps, and other features, using ASP (Active Server Pages),
Cold Fusion, JavaScript, etc.
FEASIBILIITY STUDY
MYER REBRANDING
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2. BACKGROUND INFORMATION
Figure 1: Current Website Design
REBRANDED WEBSITE
OPPORTUNITIES
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2.1.Rebranded Website Opportunities
Business & Product Development
• Global Influence and Market Developments

o Competitive use of innovative modern technology
o Change Product Lines
Technology Development and Innovative Interactivity
• New ideas for products or services within your market segment

• New technologies which will give you a competitive edge
o Attract a diverse group of Customers
• Industry or Lifestyle Trends
• A new market demand for a specific product or service offering
o Niche Target Market
FEASIBILITY ASSESSMENT
EVALUATION OF SOLUTIONS
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3. POTENTIAL SOLUTIONS
3.1.Redesign MYER Logo and Colour Scheme
Currently there is no logo just the name in a black font. This can be
improved in that an actual logo design can be implemented.
Combining a different font for the name, plus a simple design for the logo
would catch the attention and appeal of a much wider audience.
The colour scheme would look more appealing if it was produced in fresh
earthy colours.
Feasibility Study problems & solutions table

Appendix 1
3.1.1. Assessments
Solutions Risk Table Appendix 2
This table lists the requirements for solutions to the MYER Website
Rebranding risks
Customer Survey Appendix 3
Page 10 of 25
A Customer survey was conducted this was useful for gauging the potential
demand for new products and services
Staff Feedback Appendix 4
Staff feedback was obtained to determine whether changes to business

processes will likely be adopted by staff and what they thought of the
proposed changes to the website.
3.1.2. Score Result
Redesign Logo & Colour Scheme evaluation Scoring Table
The Scoring mechanism used to evaluate the feasibility of the solution

assessments, were rating from 1-10, 1 being the lowest and 10 the highest.
FEASIBILITY SCORE ASSESSMENT METHOD
6 Customer Survey
6 Staff Feedback
3.2.Implementation of Videos Presentations
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Video can be a very useful tool in the digital media industry, it can be used to
advertise your product show the world something new and create a new world
of awareness and understanding for the people whom interact with it.

Appendix 1
VOD
Video-On-Demand (VOD) is a term used to describe video that users can view
at their leisure or – on demand.
In other words, VOD is applicable to the television, the personal computer and
mobile devices.
The availability of VOD across multiple channels allows marketers to take

advantage of each channel to reach all targeted audiences.
On the Internet, VOD advertising can occur by placing informative infomercial

type video on your own site.
Additionally, there may be some opportunity for viral ads using online sites that
host video or by developing a more involved campaign around VOD.
3.2.1. Assessment
Rebranding risks
Page 12 of 25

3.2.2 Score Result
Video Presentation evaluation Scoring Table

9 Customer Survey
8 Staff Feedback
3.3.Implementation of Audio Podcasts
The greatest benefit of using audio is the ability to be able to listen to

something easy and straight forward and also that you can go back and re
Page 13 of 25
listen to it whenever you like, and depending on what you are listening to it
can be enjoyable. By using audio in a website people can ether hear
music or get information in the form of pod cast
Thus providing daily or weekly podcasts of:
• interviews with celebrities
• beauty tips from noted cosmetologists
• notification of up & coming events e.g. latest fashion shows
Podcasts provide an amazing opportunity that gets customers to opt-in to

receiving relevant information that keeps them engaged with the Company
and stay longer on the site.
Appendix 1
3.3.1. Assessment
Rebranding risks
Page 14 of 25

3.3.2. Score Results
Audio Podcast evaluation Scoring Table

7 Customer Survey
6 Staff Feedback
FEASIBILITY RANKING
4. Feasibility Ranking Results
Page 15 of 25
4.1. Ranking Criteria
The Scoring mechanism used to evaluate the criteria used in the solution
evaluations of venders presentation, customer survey, staff feedback
were rating from 1-10 1 being the lowest and 10 the highest.
4.2. Ranking Scores
Appendix 4
Feasibility Study website Solutions Ranking Scores Table
The table lists the Ranking Scores to the 3 solutions evaluated

The feasibility scores assigned in the previous sections have been
consolidated in the table.
In addition, a Weight has been added to equalize variations in importance
of individual criteria.
The weight assigned is from 0.5 (unimportant) to 1.5 (very important).
The Total score, then, equals the Score multiplied by Weight.
5. MOST FEASIBILE SOLUTION RESULT
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Based on the results of the solutions evaluations, the risks and issues identified and
the ranking scores the most feasible solution is Video presentation which we have
identified as the highest likelihood of success.
CONCLUSION
6. CONCLUSION
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Video can be a very useful tool in the digital media industry, it can be used to advertise
your product show the world something new and create a new world of awareness and
understanding for the people whom interact with it.
It is therefore recommended that Video content presentations be approved for

immediate implementation for the MYER website rebranding project.
Managing the website rebranding project

We recommend organizing The Internet Team so that a core team maintains the
Companies internet presence and manages project teams (or suppliers) who develop
internet capabilities. ‘Maintenance’ and ‘project’ tasks should be kept more separated.
The Internet Services team should focus on the publication of content and the overall
strategy of keeping the internet presence relevant.
The Technical team should work to ensure that standards are maintained as well to
cover project and contract management.
Project teams should focus on project specific objectives, but they should be managed
at a program level by the project management function of the core team to ensure
consistency and avoid duplication.
Future Evaluation: Build a prototype
A prototype is subset of the full solution that is constructed to show that the overall
solution is achievable. Most companies build prototypes to prove feasibility in the highest
risk areas of the solution e.g. a project that involves constructing a new interactive
computer system may create a prototype to show that the systems most complex
elements can be integrated with the computer technology within the business and used
with ease by the customers.
REFERENCES
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7. References
1) http://www.houckassociates.com/wc-feasi.asp Feasibility Issues
2) http://www.houckassociates.com/wd-dat-p.asp Interactive Elements, Databases &

Programming
APPENDIXES
APPENDIX
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1. Feasibility Study Website Problems & Solutions Table
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Website Problems Website Solutions
Problems Solution to Problems

• Current website bland and dull • Make use of the latest Technology available
• Outdated not kept up with pace to achieve the opportunities
of technological changes • Design and Implement new Logo and colour

• Lacks interactivity with scheme
customers Produce and Organise the development of
a suit of new products or services
• Old boring logo
Video Content
• No colours used only black &
• Cosmetic Demonstrations
white
• Fashion Parades for all ages
• Equipment Demonstrations
• Up and coming events or sales
Mannequin life like models
• Upload own picture and measurements
• To dress in latest fashions and attire
• To access style and suitability
Audio Podcasts
• Audio talks on numerous subjects
• Up and coming events or sales
2. Feasibility Study Rebranding Risk Table
The table lists the requirements for solutions to the MYER Website Rebranding
risks
RISK RISK RISK ACTIONS REQUIRED TO

DESCRIPTION LIKELIHOOD IMPACT MITIGATE RISK
Page 21 of 25
Website A change in Medium Organise The Internet Team for
Competencies website direction Website management
may lead to a So that a core team maintains the
mismatch in staff Companies internet presence and
skills manages project teams (or suppliers)
who develop internet capabilities.
Maintenance’ and ‘project’ tasks should
be kept more separated
A set of new processes or and
procedures for specialist staff to
implement
Website The website may Medium The Internet Services team should
Performance not be achieving focus on the publication of content and
the objectives set the overall strategy of keeping the
internet presence relevant.
Project teams should focus on project
specific objectives, but they should be
managed at a program level by the
project management function of the
core team to ensure consistency and
avoid duplication
Website The existing High The Technical team should work to

Technology technology does ensure that technology standards are
not support maintained as well to cover project and
changes with the contract management
new innovative Investigate and compare technology
rebranded providers
website Determine reliability and
technology competitiveness of technology (proven
or unproven, state-of-the-art, etc.)
Identify limitations or constraints of
technology
Upgrade to the latest technology
available for the website with a central
data source
3. Customer Survey Result
Customer Survey
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As part of our rebranding proposal, we asked several customers to list their 10
most important criteria for browsing and shopping on the MYER website.
And, “…to our surprise, price was nowhere to be found. It wasn’t that price was
insignificant to customers.
But thanks to MYER’ influence, shoppers had come to assume they were going to
get a good price.
What they wanted was a brighter more appealing website to browse on while
shopping, some interactivity and be able to watch videos and listen to talks.
What they also wanted was for stores to stock all the basics and modern up to
date products, courteous and helpful sales associates. And they wanted a faster,
less-troublesome experience.
In other words, customers wanted the website to not just have what they wanted,
but have it where it could be found quickly and easily.”
4. Staff Feedback
Feedback received:
The site is long due for an overhaul.
Page 23 of 25
It has not changed in years living in the dark ages still black and white.
It needs to keep up with the latest stuff offered on the internet.
Videos would be great for the customers they could watch presentations instead
of calling or emailing for information.
Logo and colours definitely need a change but not as important as the interactive
technology on the webs these days.
I think customers would rather see video presentations than here audio podcasts
about information why else do they go onto a computer but to look.
5. Feasibility Study Solution Ranking Scores Table
The table lists the Ranking Scores for the 3 solutions evaluated for the rebranding
project
Page 24 of 25
Redesign Logo & Video Content Audio Podcasts
Colour Scheme
Criteria Score Weight Total Score Weight Total Score Weight Total
Customer 6 0.8 4.8 9 1.8 10.8 7 1.2 8.4

survey
Staff 6 0.7 4.2 8 1.5 7.5 6 1.0 6.0

feedback
Overall
Score 12 1.5 9.0 17 3.3 18.3 13 2.2 14.4
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Module 7874B

Initiate and Carry

Author: Judy Beddoni

Date: 13th August 2007

Reported by: Judy Beddoni

Project Manager: Judy Beddoni

Confidentiality and Disclosure

Can it be done? Is it practicable? Is it feasible?

Economically? Are the benefits greater than the costs?

Operationally? Do you have the necessary resources?

Scheduling-wise? When can it be ready?

Other Questions that will need to be addressed:

What data is needed?

FEASIBILITY STUDY – REBRANDING PROJECT

1.REBRANDING OF THE MYER WEBSITE...................................................................................... .........7

2.BACKGROUND INFORMATION............................................................................................................ ..8

Project Name: MYER REBRANDING

1. REBRANDING OF THE MYER WEBSITE

Some programming may need to be included, such as interactive forms, site

Figure 1: Current Website Design

Business & Product Development

• Global Influence and Market Developments

Technology Development and Innovative Interactivity

• New ideas for products or services within your market segment

3.1.Redesign MYER Logo and Colour Scheme

Feasibility Study problems & solutions table

Solutions Risk Table Appendix 2

Customer Survey Appendix 3

Staff Feedback Appendix 4

Staff feedback was obtained to determine whether changes to business

3.1.2. Score Result

Redesign Logo & Colour Scheme evaluation Scoring Table

The Scoring mechanism used to evaluate the feasibility of the solution

FEASIBILITY SCORE ASSESSMENT METHOD

3.2.Implementation of Videos Presentations

Feasibility Study problems & solutions table

The availability of VOD across multiple channels allows marketers to take

On the Internet, VOD advertising can occur by placing informative infomercial

Solutions Risk Table Appendix 2

Customer Survey Appendix 3

Staff Feedback Appendix 4

Staff feedback was obtained to determine whether changes to business

3.2.2 Score Result

Video Presentation evaluation Scoring Table

The Scoring mechanism used to evaluate the feasibility of the solution

FEASIBILITY SCORE ASSESSMENT METHOD

3.3.Implementation of Audio Podcasts

The greatest benefit of using audio is the ability to be able to listen to

Podcasts provide an amazing opportunity that gets customers to opt-in to

Feasibility Study problems & solutions table

Solutions Risk Table Appendix 2

Customer Survey Appendix 3

Staff feedback was obtained to determine whether changes to business

3.3.2. Score Results

Audio Podcast evaluation Scoring Table

The Scoring mechanism used to evaluate the feasibility of the solution

FEASIBILITY SCORE ASSESSMENT METHOD

4. Feasibility Ranking Results

4.2. Ranking Scores

Feasibility Study website Solutions Ranking Scores Table

The table lists the Ranking Scores to the 3 solutions evaluated

5. MOST FEASIBILE SOLUTION RESULT

It is therefore recommended that Video content presentations be approved for

Managing the website rebranding project