THE AUTHOR'S PATH TO MARKET

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 next stage.

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 facilitator’s 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.