DOCUMENTAL SOLUTIONS Market Analysis Intelligence & Tools

© 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

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

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

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

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

© 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

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

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

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

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

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

© 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

© 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

© 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 sessions @ $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

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 (Email 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