KCP has a small team of experienced researchers, writers, artists
and computer programmers who are experienced in the production
of titles for Zing and affiliated title owners. A formula has
been adopted to simplify the design, writing, technical writing,
graphic design and production process as well as the trial of
each new title that is considered.
Stage 1: Product prototype: The development process begins
when KCP debriefs an author about their learning approach or decision
method. A set of session templates and a software splash screen
is created. A preliminary assessment is made to determine the
size of the market for the title and whether to proceed to the
Stage 2: Product trial: The product is tested with a customer
population to assess its usefulness, potential applications, customer
value and the likely ease/difficulty of adoption.
Stage 3: Commercialisation plan: If the prototype product
passes stages 1 and 2 a formal commercialisation plan is prepared
which includes a) market research b) agreement with potential
channel/distribution partners for pre-sales c) a detailed costing
for the production of the finished title d) a draft agreement
for intellectual property ownership and responsibility for marketing
and distribution e) a budget for bringing the product to market
and f) a formal business plan. Sales sufficient to cover the development
cost of a new title are negotiated and agreed prior to committing
funds to a project. However, there will be situations where a
business case is developed for a new product where the risk is
borne by the intellectual property owner or a customer and a project
may proceed on different terms and conditions. A budget is developed
for each project to successfully launch a product in year one,
but also to stimulate secondary sales in subsequent years. Although
the distribution arrangements include a margin to compensate system
sellers and deliverers, there will be other costs especially for
consumer packaging, sales promotion, advertising and public relations
that need to be allocated to a title.
Stage 4: Development: Once agreement has been reached
for the development and distribution of a product and funding
obtained, design and development begins. The software is customised
with the product title, splash screen, icon, install script, help
system, on-screen language unique to the application, product
packaging, multimedia support including attachments to template
agenda items, images and check lists. The facilitators training
manual is written and a draft published to fine-tune the methods
and training program. A digital version of the manual and support
materials is developed.
Stage 5: Publication: When the software has been trialed,
the training program successfully delivered from the manual by
an trainer unfamiliar with the program, the manual, book and digital
versions on CD proof read and tested, then published.
Stage 6: Marketing: The Professional product is delivered
into the marketplace primarily through resellers and professsinals
who have been accredited and licensed to deliver the program.
The Consumer product is delivered via a software distributor or
from a website. Academic programs are offered via the university
or college purchasing the product. Expansion of the market for
products is mainly via roadshows and workshops at conferences
at which the author is a keynote speaker.