1. Project Plan
by Maria Gomez Aguirre
Student Id: 10003413
CMP001N New Media Management
MA Digital Media
London Metropolitan University
May 2010
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Contents
Analysis of the key features of the project, of the client's needs and of the target audience...............2
Gantt chart, time-line and task allocation. Definition of the main production phases and production
life-cycle............................................................................................................................................... 2
Outline of team members .................................................................................................................... 2
Analysis of software and hardware requirements required for this project..........................................3
Team management strategies and internal communication systems and strategies. ...........................3
Client management strategies. .............................................................................................................5
Asset management strategies, digital rights management, copyright issues associated with the
project................................................................................................................................................... 6
Risk Assessment................................................................................................................................... 7
Quality procedures, testing and provisions for de-briefing of production...........................................7
Appendix A...........................................................................................................................................9
Appendix B.........................................................................................................................................10
Appendix C.........................................................................................................................................12
Appendix D........................................................................................................................................ 15
Bibliography....................................................................................................................................... 16
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Analysis of the key features of the project, of the client's needs
and of the target audience.
SaveWithUs, an important provider of financial services, has commissioned SuperNewMedia to
modernise their website by using cutting edge technology and design in order to attract a new target
market: young professional.
The aim of the project is to show their pension plans and other investment products in a clearer and
user friendlier way. Being in a country where pensions are not compulsory for companies and the
majority of the young generation does not seem interested in investment or finances, SaveWithUs
has spot a gap in the market which they want to cover with our help.
As a new media company, we have the knowledge and expertise to target the unrepresented group
(about the treatment this kind of audience expects from an online service). We can offer to
SaveWithUs the different point of view needed to implement this idea.
One of the most important things about developing this project is that SuperNewMedia has the
opportunity to participate in the whole redesign process, not just implementing it. This will give us
an exceptional opportunity to enter in a market unknown for us (financial) hand by hand with one of
the most prestigious companies of the country. The amount of marketing work and potential clients
after a successful end of this project is considerable big.
One of the requirements of the client is the incorporation of one of the most prestigious illustrator.
This, instead of being a disadvantage, is a really good opportunity to expand our contact network.
As a complement of the website, the client has asked for an iphone app. As we all know, iphone is
the most used smart phone at the moment, which only increase the revenue we can have if we
success.
Gantt chart, time-line and task allocation. Definition of the main
production phases and production life-cycle.
Please see Apendix A.
Outline of team members
“Once we have a feel of the scope of the project and the expectation of the client, we are able to
identify the staff needed” (England 2002: 217). Being a multimedia project implies that we need a
creative and experience team to take it to a successful completion. For a complete list of skill and
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profiles required for it, please see Appendix B.
In order to select a successful core team for the problem we will use different recruitment channel.
All the members that are needed for the pre-production phase (Production Assistance, Creative
Director and Technical Director) will be selected with the help of a recruitment agency. This will
guaranty a rapid process. Reed is an agency leading in the market with branch all over the world
and with enough prestige to give us the result we expect.
For the rest of the core team (designers, developers and content specialist) we will use a different
approach: posting adverts in a number of media channels, such as The Guardian and New Media
Age as well as in our website. This is a slower method that using a recruitment agency, but as we do
not need them for the first part of the project, we can afford to spend some time doing the selection
internally and ensuring the candidates have the skills needed.
Finally, there are a few other positions or parts of the project that are not included in what we called
the core team. Those are the video recording and the development of the iphone apps. They can be
treated as standalone parts as they do not depend of any of the other parts of the project. We will
outsource the interviews recording to Shoot You, which has the level of expertise and experience to
deliver good quality videos. And for the iphone app, we will contract a freelance talent. The best
way of doing this is by using our contact and professional networking sites as LinkedIn.
Analysis of software and hardware requirements required for
this project
Please see Appendix C.
Team management strategies and internal communication
systems and strategies.
In this new media project developed by a high creative team, I, as the Project Manager, need to
make sure that I support the members and their creativity while I lead the project towards its
successful end, which is on time, on budget and meeting the established requirements (England
2002: 39).
Managing a creative team, whose members came from different disciplines and where the nature of
their contribution differ quite a lot is not an easy task. I need to realise that, even thought I want the
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team to feel some kind of freedom and independence in their work and to take their opinion into
account when making decision, I cannot approach a pure and extreme collaborative managing style
with them. “Creativity is messy, complex and painful” and cannot function without establishing
some limits and constrains (Bilton 2007: 66-90). For those reason I have decided to define my
management style for this project half way between a consultative and a collaborative one, which is,
presenting the problems or issues to the group, getting suggestions and then making the decisions
(Tannenbaum 1973: 164-168). In the pre-production phase this discussions group will be form by
me, the PA and both the directors (creative and technical). However, once the production phase is
taking place, I am intended to extend this group, where possible, to all members of the team. This
will be especially useful to extend the possible risks listed later in this document (chapter 8), as they
can give alternative perspectives (Teale, 2001: 16-21).
I cannot forget that one of the members is based in Japan. This, apart from the communication issue
that I will discuss in a moment, could affect somehow the well being of the team, by trying to
impose a way of thinking and work based on his culture, which obviously it does not mean to be a
bad one, but it might not be the appropriate for the project. However, as I said before, having a
different opinion is good to have a wider understanding of any situation, so I reckon the project and
team can only benefit for his presence.
In term of the communication strategy to implement I have designed a plan that has proved to be
very successful in previous projects. These are its main characteristics:
Day by day communication.
To be done by email (provided by SuperNewMedia). This way all matters will reach all the
team members, including the illustrator in Japan. Emails will have a specific policy on top
of the general company one. This policy includes among others: using the subject line to
indicate key information and setting the response time to a maximum of two working days
(Essex 1999: 42).
Meeting strategy.
Leaving aside specific meeting regarding pre-production or other phases of the project
development, I want to set a series of meetings in order to improve the team relationship and
that will help to implement my management strategy explained previously. Those meetings
are:
o One off meeting at the beginning of the production phase with all the team members,
as an introductory one.
o Monthly meetings with all team members to discuss the progress of the project and
any general issue.
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o Fortnightly one to one catch up meeting with each team member and myself to
discuss their personal progress and any specific issue.
o Weekly production meeting with the directors, production assistant and myself to set
the schedule of work for the week ahead. Production assistant will be responsible
for pass this information to each team member.
For the meetings that require the presence of the illustrator we will use the online
conference tool TokBox. To reduce the impact of time zone differences those meetings
will take place in the morning for the European team members and in the afternoon for
the illustrator in Japan. Otherwise, meetings will be held in SuperNewMedia offices in
London at a time to be confirmed individually.
Collaboration tools.
The development of the project itself will be managed by using Apache Subversion, a
revision control system, which allows us to maintain current and historical version of files
such as source code and documentation. The repository will be located in one of
SuperNewMedia servers and all team members will have access to it by using a SVN client
(specified in chapter 4).
As a complement of this, team members will have access to a special area of the
SuperNewMedia’s intranet where they can discuss any issue related to the project.
Client management strategies.
In this particular project the team will not count with an Account Manager to deal with the client, so
I as a Project Manager will play that role, too. One of the first things to do once we have studied
and understood the brief is to request a contact person on the client’s side who will be the one I will
communicate with. After that I will have a meeting with this contact and we will define the content
of the application. It is really important that we have an agreement of every part of the project and
everything that is on and out of the scope, as well as materials (ie. digital assets) needed from them
and the technology to use. This has to be signed off by both me and the client’s contact. Not doing
so might carry one of the highest risks a project can have, because it gives the client the freedom to,
for instance, change the specifications of the project at any given point (England 2002: 123, 132-
150).
In terms of general communication with the client, I will prepare weekly status reports to be sent to
them as well as having weekly conference calls to discuss them. Also I will hold monthly meetings
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to discuss general issues and give them a more accurate view of the process.
To give the client a more tangible sense of the progress, we will give them access to our staging
sever (or testing environment) with the application on it, which we will keep updating with stable
versions. This facility has a risk, which is that the client might want to make changes that are out of
the scope or even small modifications. This, as I said before will have a huge impact in the progress
of the project, so I will make sure that the client “understand the possible consequences of changes
and accept a procedure to implementing them” (England 2002: 121), by having a sign-off
agreement that establish the way of handling change requests.
Once the project has reach a successful ending, I will held a debrief meeting with the client in order
to comment and discuss some important points for us and for them, like the aspect of the
relationship that went well and those that didn’t and why, and conclude with a series of
improvements that can be implemented in order to doing better in the future (Project debriefing
2006). By doing this debriefing process we will create a stronger bond with the client and gain their
trust, which will help us to being commissioned again by them and even to get a maintenance
agreement for the application.
As part of our marketing plan, I will try to get the permission to include SaveWithUs as one of our
case study and to enter in competitions and awards as prestigious as New Media Age Effectiveness
Awards. This will have a huge impact in our position in the financial market and will help us to gain
more clients and projects in this field.
Asset management strategies, digital rights management,
copyright issues associated with the project.
As any multimedia project, this needs to use a reasonable big amount of media assets for its
production. For this reason I would like to use Razuna as digital asset management (DAM) tool.
This tool will help us to store and index the assets and make them easy to search and to use, as well
as providing a full version control of the assets (Jacobsen 2005: 3). The Production Assistant will be
responsible for the use of management of the DAM tool.
This project is target to an UK audience, but as the resulting site and application will be published
on the web, it potentially can be accessible from everywhere in the world (England 2002: 327-330).
The cartoon character is designed by a foreign illustrator in another country where there might be
different laws about copyright and, because he is a freelance, unless we estipulate so in his contract,
his product (the cartoon character) will belong to him. Other parts of the project, like the interviews
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and other digital assets came with similar copyright issues. I have brought these examples to show
the level of complexity in terms of copyright management that this project carries and because of
that I strongly recommend to hire the services of a specialise company to deal with them.
AegisDRM is UK based providing DRM solutions, having important clients along Europe.
AegisDRM can help us by giving us professional support and by providing us with the necessary
software and DRM technologies to apply appropriate copyright to the assets we produce (Layton
2006).
To finalise with this chapter, I will make a comment about the legal issues to consider for the
making of the interviews. Even though we are outsourcing this part of the project, we need to be
absolutely sure that a complete and fair Access Agreement has been signed by all the people
participating in the videos. We will provide this agreement to the recording agency and it must
contain some aspects like not allow the contributors to see or hear the video before it is published
and “retain the rights in our material” (BBC 2006).
Risk Assessment.
Please see Appendix D.
Quality procedures, testing and provisions for de-briefing of
production.
To ensure the maximum quality and best efficiency of the resulting products of this project (website
and iphone app) I have defined a testing strategy to take place through the whole life cycle. This
strategy defines some levels of testing:
Concept testing: to be done by the Quality Assurance department in SuperNewMedia. QA
will review all the design before they are sent to the client for approval, focusing in usability
and user experience and pointing out any potential problem, so it can be resolve or re-think
minimizing the risk (Sisson 1999).
Developmental testing: to be done by the developer/designer during the production, to
ensure that the product meets the requirements.
Team testing: to be done by any other member of the team (usually myself, the Production
Assistance, the Creative Director or the Technical Director), aiming to discover any bugs
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that highly affect the application.
Professional testing: to be done by the specialist Tester that I have hired. His/her function is
to ensure the application or chunk of work is bug free and look & feel is the desired in a
variety of browsers (England 2002 –Book 2: 192).
Usability testing: to be done by the independent company User Vision. This will help us to
have an accurate feedback of what the public would think of the applications and to ensure it
met the needs of the users.
(England 2002: 247-259)
During the release of the alpha and beta version, the QA department will inspect the site again but
this time in order to guarantee that each component has been developed to meet the technical and
design requirements.
To conclude with this document, I will explain the last aspect of this project plan: debrief. As a
Project Manager I believe this stage is as important as any other because me and the team can
identify our mistakes and successes and learn from them. For these reasons I will hold a debriefing
meeting at the end of the production phase, which will include all team members in a more casual
environment that will help the flow of the conversation. Questions that will try to be answer in this
meeting are among others: What went well and why? What didn’t and why? and What will we do
differently and better next time? (Project debriefing 2006). I believe this kind of experience helps to
reinforce the bond between the team members improving the relationship and their motivation.
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Appendix B
Team Members
Employment
Job Title Background Skills Previous experience
status
Strong analytical skills.
Very strong presentation
Degree or
skills.
equivalent with
Production User level knowledge OS X, 2 years experience in Permanent - Full
preference in
Assistance APPLE applications and multimedia projects essential time
Media or
Microsoft Project or similar
Business studies
Understanding of multimedia
production issues.
Award winning
Coming from a senior level in a
creative team (Creative
A strong Innovator and
Director, Art Director, Head of
Degree or Conceptual thinker
Design - or similar)
Creative equivalent in a Team leadership, excellent Permanent - Full
Strong experience working in
Director creative communicator, time
digital agencies and with
discipline understanding of financial
projects in finances
markets and design trends
Portfolio of at least 3 major
completed projects for high end
brands.
Minimum 6 years experience
Experienced/Senior Web
working in agency
developer.
environments
Degree or Advanced object-oriented
Substantial online advertising
Technical equivalent in in programming. Permanent - Full
and marketing experience
Director computer science Experienced in mentoring & time
(Website, viral, email, social
or related field leading developers
media etc.)
Excellent communication
Experienced in development
skills
project for smart phones desired
Flash expert – up to version
2-4 years experience in
Degree or 10 (equal parts Action Script
interactive design.
Flash equivalend in and Timeline animation)
Experience in the production of Permanent - Full
Developer graphic design or Have a strong multi-media
complex and highly interactive time
Animator any other creative background
games, websites, virals, desktop
discipline Extensive experience in
apps, online advertising, etc.
Phososhop and Ilustrator
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Web Awareness of HTML, CSS
Higher education Great online portfolio
Designer / and basic coding Freelance - Full
in web design or 2 years experience in a similar
UX Understanding of the User time
equivalent position
Specialist Experience process
Awareness of HTML, CSS
Higher education
Web and basic coding 2 years experience in a similar Permanent - Full
in web design or
Designer Understanding of the User position time
equivalent
Experience process
Excelent object-oriented
programming At least 3 years experience as a
Higher education
Familiarity with data back-end developer for online
Java in computer Freelance - Full
modelling and SQL projects
Developer science or time
Knowledge of Objective-C Demonstrable iPhone
equivalent
and the Apple Cocoa Touch development experience
frameworks
Availability to plan for
digital content creation from
Proven experience in the
briefing through to sign off
Higher education creation and management of
Content and publication on web-site Permanent - Full
qualification in content online.
Specialist Excelent communication time
content editing Background in financial
skills and a high standard of
services desired
written English
Copywriting skills essential.
Able to fault-find and record Experience in product/QA
Higher education
software and system errors testing Freelance – Part
Tester in web design or
Able to re-produce errors. Self-motivated and able to work Time
equivalent
High attention to detail as individual
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Appendix C
Hardware and Software Specifications
HARDWARE SOFTWARE
Brand/Model : Apple MacBook Pro 15''
Laptop/Desktop: Laptop
Processor: 2.4GHz Intel Core i5
Hard disk: 320GB Serial ATA Drive @ 5400 rpm
RAM: 4GB 1066MHz DDR3 SDRAM - 2x2GB
Monitor: MacBook Pro 15-inch Glossy Widescreen Microsoft Office Project 2007
Project Display dotPDN paint.NET 3.5.5
Manager DVD/CD ROM drives: SuperDrive 8x (DVD±R Adobe Flash Player 10
DL/DVD±RW/CD-RW) Subversion Client: SCPlugin 0.8.2
Graphic card: NVIDIA GeForce GT 330M with 256 MB
Wireless ready: Yes
Additional Hardware: Apple iPod Touch 8GB
Brand/Model : Apple MacBook Pro 15''
Laptop/Desktop: Laptop
Processor: 2.4GHz Intel Core i5
Hard disk: 320GB Serial ATA Drive @ 5400 rpm
RAM: 4GB 1066MHz DDR3 SDRAM - 2x2GB
Microsoft Office Project 2007
Monitor: MacBook Pro 15-inch Glossy Widescreen
Production dotPDN paint.NET 3.5.5
Display
Assistance Adobe Flash Player 10
DVD/CD ROM drives: SuperDrive 8x (DVD±R
Subversion Client: SCPlugin 0.8.2
DL/DVD±RW/CD-RW)
Graphic card: NVIDIA GeForce GT 330M with 256 MB
Wireless ready: Yes
Additional Hardware: Apple iPod Touch 8GB
Brand/Model : Apple MacBook Pro 15''
Laptop/Desktop: Laptop
Processor: 2.53GHz Intel Core i5
Hard disk: 500GB Serial ATA Drive @ 5400 rpm
RAM: 4GB 1066MHz DDR3 SDRAM - 2x2GB
Microsoft Office Project 2007
Monitor: MacBook Pro 15-inch Glossy Widescreen
Adobe Creative Suite 5 Web
Technical Display
Premium
Director DVD/CD ROM drives: SuperDrive 8x (DVD±R
Subversion Client: SCPlugin 0.8.2
DL/DVD±RW/CD-RW)
Apple Xcode 3.2
Graphic card: NVIDIA GeForce GT 330M with 256 MB
Wireless ready: Yes
Additional Hardware: Apple iPod Touch 8GB
14. Maria Gomez Aguirre | 13
Brand/Model : Apple MacBook Pro 15''
Laptop/Desktop: Laptop
Processor: 2.53GHz Intel Core i5
Hard disk: 500GB Serial ATA Drive @ 5400 rpm
RAM: 8GB 1066MHz DDR3 SDRAM - 2x4GB Microsoft Office Project 2007
Monitor: MacBook Pro 15-inch Glossy Widescreen Adobe Creative Suite 5 Design
Creative
Display Premium
Director
Additional Monitor: Apple LED Cinema Display (24" Subversion Client: SCPlugin 0.8.2
flat panel) Apple Xcode 3.2
DVD/CD ROM drives: SuperDrive 8x (DVD±R
DL/DVD±RW/CD-RW)
Graphic card: NVIDIA GeForce GT 330M with 256 MB
Wireless ready: Yes
Brand/Model : Apple iMac 27''
Laptop/Desktop: Desktop
Processor: 3.33GHz Intel Core 2 Duo
Hard disk: 1TB Serial ATA Drive
RAM: 8GB 1066MHz DDR3 SDRAM - 4x2GB Steelray Project Viewer 3.9.9.10
Flash
Monitor: Built-in 27-inch (viewable) LED-backlit glossy Adobe Creative Suite 5 Design
Developer
widescreen TFT active-matrix liquid crystal display with Premium
/ Animator
IPS technology Subversion Client: SCPlugin 0.8.2
DVD/CD ROM drives: Slot-loading 8x SuperDrive
(DVD±R DL/DVD±RW/CD-RW)
Graphic card: ATI Radeon HD 4850 512MB
Wireless ready: Yes
Brand/Model : Apple iMac 21.5''
Laptop/Desktop: Desktop
Processor: 3.06GHz Intel Core 2 Duo
Hard disk: 500GB Serial ATA Drive
RAM: 4GB 1066MHz DDR3 SDRAM - 2x2GB Steelray Project Viewer 3.9.9.10
Web Monitor: Built-in 21.5-inch (viewable) LED-backlit Adobe Creative Suite 5 Web
Designers glossy widescreen TFT active-matrix liquid crystal Premium
display with IPS technology Subversion Client: SCPlugin 0.8.2
DVD/CD ROM drives: Slot-loading 8x SuperDrive
(DVD±R DL/DVD±RW/CD-RW)
Graphic card: NVIDIA GeForce 9400M
Wireless ready: Yes
Brand/Model : Apple MacBook
Laptop/Desktop: Laptop
Processor: 2.4GHz Intel Core 2 Duo
Hard disk: 250GB Serial ATA Drive @ 5400 rpm
RAM: 2GB 1066MHz DDR3 SDRAM - 2x1GB
Monitor: 13.3-inch (diagonal) LED-backlit glossy Steelray Project Viewer 3.9.9.10
Content
widescreen display dotPDN paint.NET 3.5.5
Specialist
DVD/CD ROM drives: SuperDrive 8x DVD+/-R Subversion Client: SCPlugin 0.8.2
DL/DVD+/-RW/CD-RW
Graphic card: NVIDIA GeForce 320M graphics
processor with 256MB of DDR3 SDRAM shared with
main memory
Wireless ready: Yes
15. Maria Gomez Aguirre | 14
Brand/Model : Apple iMac 21.5''
Laptop/Desktop: Desktop
Processor: 3.06GHz Intel Core 2 Duo
Hard disk: 500GB Serial ATA Drive
RAM: 8GB 1066MHz DDR3 SDRAM - 4x2GB
Monitor: Built-in 21.5-inch (viewable) LED-backlit
Steelray Project Viewer 3.9.9.10
glossy widescreen TFT active-matrix liquid crystal
Java dotPDN paint.NET 3.5.5
display with IPS technology
Developer Subversion Client: SCPlugin 0.8.2
DVD/CD ROM drives: Slot-loading 8x SuperDrive
Apple Xcode 3.2
(DVD±R DL/DVD±RW/CD-RW)
Graphic card: NVIDIA GeForce 9400M
Wireless ready: Yes
Additional Hardware: Apple iPod Touch 8GB
Brand/Model : Apple Mac mini
Laptop/Desktop: Desktop
Processor: 2.26GHz Intel Core 2 Duo
Hard disk: 160GB Serial ATA Drive
RAM: 2GB 1066MHz DDR3 SDRAM - 2x1GB
Monitor: Apple LED Cinema Display (24" flat panel)
DVD/CD ROM drives: SuperDrive 8x (DVD±R
Steelray Project Viewer 3.9.9.10
Tester DL/DVD±RW/CD-RW)
dotPDN paint.NET 3.5.5
Graphic card: NVIDIA GeForce 9400M graphics
processor with 256MB of DDR3 SDRAM shared with
main memory
Wireless ready: Yes
Additional Hardware: Apple iPod Touch 8GB
16. Maria Gomez Aguirre | 15
Appendix D
Risk Assessment
Risk Consequences Strategy Risk Level
Agreed in a project development plan,
indicating all items that are in the scope.
Making sure the client understand from the
Time-Quality-Price balance
Changes to the scope beginning of the project that changing the High
broken
the scope may result in a lower level of
quality or not completing the project the
project on schedule
Tem building strategy to be implemented
from the beginning of the production
Team members miss deadlines or Potentiating out of work activities with
Lose of creativity their work is not up to the team members. High
standards Ensuring the work environment has all the
features that can improve creativity.
Celebration of reached milestones.
Present the client with a set of wireframes
Client thinks the final product is and flow-chart to sign off
Visual Mismach High
not what they wanted Agree on the look and feel at the beginning
based on the demo
Technical Problems
(virus, broken Lose of information Implementation of a backup strategy, with
High
computers, deletion of Deadline can be compromised Adapt as a service provider
files...)
Chosen agency must be a well know one
with experience dealing with celebrities
Missing deadlines
and common people
Final product not up to the
Problems with the
requirements Medium
recording agency Trying to minimize the impact of having to
Problems dealing with celebrities
end the contract with the agency by having
and common people
a proposal for an alternative one
(Jacaranda).
PM to follow their work by weekly reports
Missing deadlines
and meetings
Problem with freelance Difficulties integrating the
Medium
talents frelance's code with the rest of
Use of recruitment agency to provide new
the project
talents in case they are needed
17. Maria Gomez Aguirre | 16
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