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Property Solution Suite Search integration Destinations London (CONFIDENTIAL) Wednesday 30th September 2009
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18.3 million households in the UK (70 per cent) have Internet access in 2009. This is an increase of just under 2 million households (11 per cent) over the last year and 4 million households (28 per cent) since 2006 Statistics.gov.uk
Digital marketing builds tighter brand relationships than offline. Source: New Media Age 2009
Carter Jonas raised the time its visitors Spent on their site 22% above the industry average in just 3 months. WAI recorded stats 2009
Kinleigh Folkard & Hayward saw its Visitors go up 58% in 12 months. WAI recorded stats 2009
Ad spends in business magazines has dropped 6.6% to £203m, while consumer magazines spend fell 1.4% to £188m. Regional newspapers and national papers fell 3.8% to £705m, and 1.8%to £492m respectively. Source: New Media Age
Permission email remains a strong channel, indicated by key metrics such as click-through rates, bounce rates, click-to-purchase conversion rate and orders per email delivered Source: DoubleClick
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
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This document is in response to the Destinations London proposal request for the integration of the World Archipelago property search only. This proposal describes the terms of reference for the brief, our vision of the solution, our planned delivery methodology including the process and phased approach, the team we would deploy, timescales and budgetary estimates. This is followed by detailed information on World Archipelago, including our company profile, experience, and what we see as the benefits of working with us.
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
5
Table of contents
TABLE OF CONTENTS
1.0 Executive Summary
6
2.0 Our approach
7
3.0 Delivering the Right Solution
8
4.0 Budget guidelines
18
5.0 Timescales
19
6.0 Project Team
19
7.0 Summary of World Archipelago Experience
21
8.0 Benefits of Working with World Archipelago
22
1.0 Executive Summary
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
EXECUTIVE SUMMARY
Objectives;
World Archipelago is proposing to integrate the new Property Solution Suite search into the existing Destinations London website.
• Position your business as the right partner and the one to come to for service excellence
We will integrate our horizontal search module into the homepage through an iframe. The subsequent search results pages and full details page will be hosted on a separate domain, i.e. search.destinationslondon.com but will contain the standard navigation at the top of the page. WAI will work closely with the Destinations London internal teams to ensure the integration requirements are met.
Our vision is to create for you a property search that inspires and motivates customers, drives greater usage, delivers improved lead generation and enhances your reputation. We will engage in a 4-step development process – Rational Unified Process - that maximises results and minimises risks for highly technical projects:
Step 1 – Inception. We start by understanding what to build through meetings with the key project stakeholders. Step 2 – Elaboration. We plan the project, develop the information architecture, design skin, and issue detailed functional specifications. Step 3 – Construction. We build the project making full use of our existing search functionality and experience that has been developed and tested over 7+ years. Step 4 – Transition. We test the project and migrate the website to the live environment.
2.0 Our Approach
• Increase the number of visitors and improve the overall quality and lead generation • To be SEO/SEM friendly • Provide a comprehensive and consistent listing of properties and seamless integration with your property feed • Provide feedback to guide subsequent site development • Continually improve your site inline with digital developments
Our proposed costs for the development of the new site is £5,550, however we are willing to discount the solution by 15% to £4,720. Monthly fees cover hosting and licence fees for the Property Solution Suite. These are £50 for Rackspace hosting and £150 for WAI Property Solution Suite Licence fees. Optional support, at £200, can be added providing 3 hours for the price of 2 hours.
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
This section provides detail on how World Archipelago plans to manage the development and delivery of the new website. It includes an overview of our development methodology, an introduction to the project team, the estimated schedule, along with the assumptions we have made, and a budgetary estimate. 5.1 PROJECT METHODOLOGY OVERVIEW/OVERALL APPROACH - THE RATIONAL UNIFIED PROCESS
World Archipelago’s development methodology is based on the Rational Unified Process (RUP), a leading industry standard that defines a set of processes and procedures for managing the delivery of software products of a highly technical nature. Figure 3 shows the four main stages of our project management methodology together with typical activities and deliverables within each stage. The arrows against the Elaboration and Construction phases indicate that these may consist of more than one iteration. This project management methodology delivers the following benefits; CONTROLS COST
Our robust quality controls help us to proactively manage costs throughout the project by accurately recording ‘costs to date’ and estimating ‘costs to complete’ for individual units of work. CONTROLS SCHEDULE
Our staged approach to software development and formal schedule management controls will enable us to deliver the website within the desired timeframe. MITIGATES RISK
We adopt an iterative approach to developing digital solutions allowing the development team and Client to continually verify quality.
Fig 3. World Archipelago project management stages
This project management methodology
TRANSITION ELABORATION CONSTRUCTION • System Site maptesting Database implementation • Migration Detailed PAF integration requirements to test environment •INCEPTION Component User Issueacceptance functional development spec testing •• Go-live CMS Design development templates Identify needs •• Web page production Define objectives •• Unit Hightesting level requirements • Define ‘add-ons’ • Project plan
REDUCES PROJECT COSTS AND DELAYS
Fixing errors in a system post launch is very expensive; therefore, decreasing these errors early in the development cycle cuts costs and prevents delays. INVOLVES CLIENT THROUGHOUT THE PROJECT LIFECYCLE
All requirements are formally managed and reviewed throughout the project. Iterative testing allow the Client to continually review their requirements helping to set expectations.
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
8
3.0 Delivering the Right Solution
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
THE CORE SOLUTION
World Archipelago is proposing to integrate the new Property Solution Suite search into the existing Destinations London website. We will integrate our horizontal search module into the homepage through an iframe. The subsequent search results pages and full details page will be hosted on a separate domain, i.e. search.destinationslondon.com but will contain the standard navigation at the top of the page. PROPERTY SEARCHES
There are 2 different property searches across the business providing access to a range of properties. They are as follows; • Residential Sales Search • Residential Lettings Search CORE DELIVERABLES
Our property search solutions represent 7 years of development and insight into how best to showcase, search and update property through digital media. We have provided a view of the core deliverables as we see it. Over the course of your relationship with WAI you will be offered upgrades as new components and features are developed by PropertyLab, our R&D team.
3.0 Delivering the Right Solution continued
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
10
3.0 Delivering the Right Solution continued
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
PROPERTY SEARCH SOLUTION
PROPERTY FULL DETAILS
Our property solution contains a range of innovative functions that are only seen on World Archipelago websites. Additional features can be optionally added – or commissioned – depending on business needs.
- Location map - Printable PDFs - Floorplans - Virtual tours (where available - to be provided by client) - Video (where available - to be provided by client) - Save property - EPC
The following are all included: STATISTICS & REPORTING
The following will be embedded on the homepage in an i-frame; - Horizontal search panel PROPERTY VIEWS
5 different views: - List view (default) - Map view - Gallery view - Table summary view - Saved properties 2 Search types; - Sales search - Lettings search
FORMS
- Contact us - Arrange a viewing PROPERTY SEARCH IN DETAIL QUICK, RESPONSIVE AND USER FRIENDLY SEARCH FACILITY
No matter how sophisticated the website it should always be easy to use and allow visitors to find what they’re looking for in a matter of seconds. The user starts typing into a text box and after 3 keystrokes a list of matching locations or property addresses appears underneath, being refined and filtered with each additional keystroke. The list of possible matches numbers over 2.5 million and covers all UK postcodes, towns, villages, counties, train stations, tube stations and regions. By providing an exact match, the user can be given instant feedback as to the number of matching properties BEFORE proceeding. Properties are matched by their proximity to the selected location or postcode so they do not need to contain the location in their address.
3.0 Delivering the Right Solution continued
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
SEARCH RESULTS: OVERVIEW
SEARCH RESULTS: GALLERY
There are many ways to present search results to the end user. Our solution includes as standard four different results views.
Displays properties in a Gallery. Controls let the user scale imagery to a preferable viewing size. Users can also sort by price ascending or descending.
SEARCH RESULTS: LISTING
Displays properties in a list with summary details and a thumbnail photo. The list can re-ordered by price, name, number of bedrooms.
3.0 Delivering the Right Solution continued
SEARCH RESULTS: TABLE SUMMARY
Displays properties in a table view which allows users to sort by a variety of categories, postcode, price, location etc.
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
SEARCH RESULTS: MAP
Displays properties on a map. The map can be dragged around to see adjacent areas, or zoomed in/out. Each time the map view is changed the properties are updated. Filters can be adjusted to change price, property type, number of bedrooms.
3.0 Delivering the Right Solution continued
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
MAP SEARCH RESULTS FILTERING
The map search is controlled by the filters in the panel adjoining the actual map. These values (price, property type and number of beds - more can be added as needed) can be amended and the icons on the maps will update dynamically to reflect this.
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
15
3.0 Delivering the Right Solution continued
FULL DETAILS OVERVIEW
The Full Details page loads once the user has selected the property to view and provides unique features such as ‘cover flow’ to browse property imagery. Additional useful information can be linked to from this page.
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
16
3.0 Delivering the Right Solution continued
DISPLAY OF PHOTOS
PROPERTY FULL DETAILS
Our property search solution will display any available photos that are in the Reapit or other front office system. This ensures that photos appear on the site as soon as they are loaded into the backend. For lettings the lag time will depend upon the frequency of the data feed.
A printable brochure in PDF format is automatically generated for each property where no PDF has been supplied. The PDF is based upon a template designed to match your branding.
ENQUIRE ABOUT PROPERTY
A user can enquire about a property by clicking on the link. A form takes the user’s details and then emails them directly to the relevant contact. This functionality will appear in a ‘lightbox’. PROPERTY FLOORPLANS
A user views floorplans for a property by clicking on the link. This either links to an image file or a PDF of the floorplan depending on what is available. This functionality will appear in a ‘lightbox’. SAVE PROPERTY TO A LIST
The functionality in this section allows a user to save properties to a ‘basket’ where they can then view all of their saved properties and can also email onto a friend. This achieved through the use of cookies meaning that users don’t have to register for their preferences to be stored – although they will only be stored on the computer they are using. ENERGY PERFORMANCE CERTIFICATE
This links to graphs showing the Energy Efficiency Rating and Environmental Impact Rating. This functionality will appear in a ‘lightbox’.
EMAIL UPDATES
When a user saves a search they have the option to receive daily or weekly email updates for any new properties appearing on the system that match their search criteria. A user can sign up for multiple alerts. The emails can be managed either directly from the emails themselves. The property search solution system currently processes and delivers over 200,000 personalised email updates every day.
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
4.0 Budget guidelines
BUDGETARY ESTIMATES
The figures below are estimates based on the scope of the project as defined by our current understanding. Should the scope of the project change, we would revise our estimate on this basis. Any change in scope may also result in changes to the agreed schedule. STAGE 1: INCEPTION PLANNING
This allows for time to identify the high level requirements. This culminates in a requirements specification. This also includes all project management associated with the stage. STAGE 2: ELABORATION PROJECT MANAGEMENT
Time has been included for client meetings and project management and to provide the client with the necessary consultation throughout this phase. DESIGN DEVELOPMENT
This allows for a design styling for the WAI property solution suite search to match your branding. In this stage we specifically create styles, colour ranges, and assets to work seamlessly with the WAI property solution suite. Time has also been allowed for project management. FUNCTIONALITY & TECHNOLOGY WORK STREAM
This allows for the time to update and issue our functional specification to be used as a blue print for the integration of the search. STAGE 3: CONSTRUCTION ENVIRONMENT SET-UP
This elapsed time allows for the set-up of the technology environment. HTML TEMPLATING & PROPERTY SEARCH
This allows time to integrate the property search into the existing site. Property Search element; This elapsed time allows for the build and integration of the property searches, specifically; - Residential Sales Search - Residential Lettings Search FEED INTEGRATION
This covers feed integration into the WAI Property Solution Suite.
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
7.0 Budget guidelines
PROJECT MANAGEMENT
This allows for time to project manage the Construction stage of the project and includes tasks such as reporting, documentation, client liaison, status meetings, internal and client meetings and all other tasks associated with the project management duties for the project. STAGE 4: TRANSITION INTEGRATION SUPERVISION
This allows for the full testing of the site, the transfer onto the technology platforms, and for a full UAT test. TOTAL ESTIMATED COST - £5,550
TOTAL ESTIMATED COST INCLUDING 15% DISCOUNT - £4,720 This estimate excludes VAT (if applicable), all travel and courier costs associated with the project. ONGOING MONTHLY FEES
The monthly fee covers everything that is required to operate your website on an ongoing basis. HOSTING - £50 PER MONTH
Intensive managed hosting solution through Rackspace. Due to the volume of images, floor plans, EPC graphs and PDF brochures, plus the recommendation to archive material for at least 3 months, we will provide hosting on a shared virtual server with 15GB of hard disk space and a monthly inclusive bandwidth allowance of 25GB. Hosting also includes an industry-standard firewall and daily backup of data. World Archipelago manages the hosting on your behalf and performs pro-active maintenance on a monthly basis. Rackspace’s industry leading “Fanatical Support” is also included in your hosting package, ensuring our clients benefit from a rapid response. LICENSING - £150 PER MONTH
Licence fees for the use of the WAI Property Solution Suite Search SUPPORT (OPTIONAL) - £200 PER MONTH
Access to our dedicated 8-person retirement property support team. Includes 3 hours for the price of 2, of site maintenance (small updates) per month plus pro-active fault and data issue resolution.
TOTAL ONGOING MONTHLY FEES - £200
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Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
19
8.0 Timescales
TIMESCALES
These timescales are based on our current understanding and are based upon a start date of TBC. The timescale of the first two stages have a high confidence level, however the timescales on the subsequent stages would be verified as we developed the solution.
STAGE 1: INCEPTION
This elapsed time allows for determining the current website environment, the vision and objectives for the site as well as agreeing the additional addons you wish to integrate.
0.5 WEEKS
It also allows time for the identification of stakeholder needs, and for determining the project’s key performance indicators. STAGE 2: ELABORATION
0.5 WEEKS
This elapsed time allows for the elaboration work stream of developing the design skin, and for specifying the functional requirements and technology architecture. STAGE 3: CONSTRUCTION
1 WEEK
This elapsed time allows for the actual build of the website, including the web pages, the features and functionality, and for completing the unit tests for each of these. STAGE 4: TRANSITION
This elapsed time allows for the full testing of the site, the transfer onto our technology platform, and for a full UAT test.
1 WEEK
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
20
9.0 Project Team
PROJECT TEAM
We have assembled a core team of people who we believe have the right blend of knowledge, skills and experience to ensure that the website is world class. Fig 9. Programme team structure
RUSSELL DOUGLAS DIVISIONAL MANAGING DIRECTOR – PROPERTY
Russell has 15 years of digital experience across various disciplines having worked as a Creative Director at Black Sun plc for many years, a digital marketing consultant, and now as MD to the property division at WAI. Russell will be responsible for the overall strategic management of the project and its successful delivery to the defined brief and specification. MARK HARVIE-WATT CTO
Mark Harvie-Watt is co-founder and CTO of World Archipelago. Trained as an architect he was drawn to the digital world in 1997 by the same combination of technical successful projects. His particular focus is understanding client needs and translating that into effective product development. Whilst monitoring industry trends and
technological advances, he is responsible for the development of the Company’s new products and componentised technologies. DAVID DIXON TECHNICAL DIRECTOR
David joined WAI with over 10 years experience in multi-disciplined website development environments, with senior management experience in a range of industries including creative agencies, technical start-ups, and multi-national FTSE 250 organisations. With degrees in both computer science and online business management, David's focus is constantly focused on delivering solutions that are flexible and maintainable, as well as being built to maximise ROI and optimise user experience. David is responsible for the technical delivery of the project, ensuring that his teams fully meet all your requirements, whilst driving creativity and innovation ensuring your online presence is always taking advantage of latest technologies and usage trends.
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
21
9.0 Project Team continued
BRENDON RADOMSKY
MICHELLE HILL
SENIOR PROJECT MANAGER
SITE MAINTENANCE MANAGER
Brendon originally studied, graduated and started his career as a marketeer in his home town of Cape Town, South Africa after which he moved to the UK and started working as a project manager.
Michelle heads up WAI’s Site Maintenance Department and looks after the ongoing maintenance across all sites including media, corporate and property sectors.
He is Prince 2 certified and has worked on varied projects across organisations such as the BBC and alongside Price Waterhouse Coopers and IBM. Brendon has a real passion for all things digital, which is evident in his enthusiasm towards his work. With his grounding in marketing and affinity to digital projects he has proven to be an asset to project teams and has built strong relationships with project stakeholders across his career. JAMIE MIDDLETON CREATIVE DIRECTOR
Jamie studied graphic design and communication at university in Bristol and graduated in 1993 with a 2:2 Bachelor of Arts Honours Degree. Since joining WAI in 1999, Jamie has worked on many digital projects for a wide range of Clients including The History Channel, Strutt & Parker, BBC, The Guardian, Conde Naste, and Sky. Jamie will be responsible for ensuring that the site achieves a high standard of communicational effectiveness and design excellence.
Over her five years at WAI she has developed an in-depth knowledge of client websites including The Telegraph, The Guardian, History Channel (UK), Kinleigh, Folkard and Hayward, John D Wood, Fine & Country and Strutt & Parker to name a few. With five years experience with Chancellors estate agents prior to joining WAI; Michelle plays a central role in ensuring the smoothrunning of WAI’s property portfolio.
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
22
10.0 Summary of World Archipelago Experience
10.1 BUSINESS BACKGROUND
MANAGEMENT
World Archipelago is the leading design and development agency for the property industry in the UK and an acknowledged pioneer in the use of visual display mapping to create user-friendly websites incorporating large amounts of data.
The team of project managers and account handlers possess considerable experience in understanding the needs of World Archipelago clients and co-coordinating the production process from start to finish. They are also proactive in making suggestions and generating ideas to help ensure that client’s websites remain among the best in their field.
With offices in London and New York and a team of 30 designers, programmers and managers, World Archipelago is involved in the design, production and ongoing support of websites and web services for blue chip clients that are leaders in their field. SUMMARY OF SKILLS CREATIVE
The creative studio contains 6 designers, illustrators, animators and branding specialists who have been hired not only for their web skills and understanding of digital presentation, but for the creativity they display in the non-digital world. Many are former painters, sculptors and print designers and this brings an edge to the creative work that has won numerous awards and nominations for their creative work. With blue chip clients they specialise in the most effective way to interpret and present in the online environment. TECHNICAL
The technical team is made up of 10 programmers and information architects who are responsible for building and maintaining our projects across a wide variety of technical platforms. These include: MySQL, SQL, Oracle, Java, JSP, PHP, ASP, .NET, HTML, WAP, XML, Linux, Windows. The team includes considerable expertise in integrating and working with 3rd party systems and processes such as web services, data feeds and industry-specific specialised software.
CLIENT ESTATE AGENCY
Clients in estate agency and property include: + Knight Frank + Carter Jonas + Savills + Strutt & Parker + Fine & Country + Kinleigh Folkard & Hayward + Townends Group + John D Wood & Co. + Atkinson McLeod + Webbers + Hunters TV & MEDIA
Clients in the TV and media world include: + BBC + Channel 4 + BSkyB + Conde Nast + Discovery Channel + Telegraph.co.uk + Guardian Online + Chorion plc + Sony
Project
Property Solution Suite Proposal
Client
Destinations London
Job no.
N/A
Date
Wednesday 30th September 2009
23
10.0 Benefits of working with World Archipelago
BENEFITS OF WORKING WITH US
REFERENCES
You will derive significant benefits from working with World Archipelago.
The following are the two property related referees for completed World Archipelago digital activities.
PURPOSEFUL YET HIGHLY CREATIVE DESIGN
Our web designs are developed with purpose – to generate a return on investment for the Clients. We believe in clear, open, interactive, easy to use web designs that are accessible to all, that deepen and broaden the relationship between the company and the site visitors, and encourage them to become regular visitors, and ultimately advocates of the site. COMMITTED PEOPLE WHO DELIVER
We are nothing without our people, and believe that to be the best we need to recruit the best. We are privileged to have a team of people characterised by intelligence, creativity, passion and commitment. Above all their can-do attitude ensures that we constantly delight our Clients. VALUE FOR MONEY
We offer real value for money through the combination of our strategy, services, creativity and design. We apply business processes and tools that enhance our Client management, manage risk out of the projects, and tightly control costs. We are proud of our long-standing blue chip Client list. WE HAVE DEVELOPED A MODULAR METHODOLOGY
The methodology we have applied to this programme of work is modular. This means that each stage is clearly driven to specific deliverables. This enables JCR to monitor and assess progress as we move through the programme. In effect this manages the risk out both from a delivery and cost viewpoint.
CARTER JONAS
Name: Roger Wheaton, Head of New Business Telephone number: 020 7298 1824 Email address: roger.wheaton@carterjonas.co.uk KINLEIGH FOLKARD AND HAYWARD
Name: Paul Masters, Marketing Director Telephone number: 020 8739 2000 Email address: PMasters@kfh.co.uk