“ Team Alpha” Final Presentation

Sammie Chang, Geoff Froh, Zerrin Hejazi, Kenny Lu, Atma Shetty

IMT 589, Winter 2006

Problem StatementPersona 1 Joe is one of the few seasoned cycling technicians who works for Giant Cycle Shop in Portland Oregon. Recently, Giant Cycle Shop was bought out by Yoyodyne Bicycle Inc. Many things got changed and many systems and processes were not integrated, including benefits, timesheet and repair manuals. Joe is very busy as he is the jack of all trades who handles anything from wheel mounting to performance tuning for pro riders. As a result, for him to be able to search the information he needs precisely in a timely manner is extremely critical. Depends on the size of the shop, there are usually two terminals in the store for employees to lookup information and do timesheet.

Problem Statement

Persona 2 Jenny is a senior market analyst for Yoyodyne Bicycle Inc. With the recent massive growth, merger and acquisitions, her role has become more pivotal than ever. As she is part of the integration team responsible for corporate marketing strategies, she needs the ability to pull marketing data and aggregate sales figures on the fly. Currently, we do not have a single point of entry, she has to VPN into different network and pull sales/marketing data manually.

History and Background

1978 2006

1980Expanded to 10 storesMajor regional retailerCycling mail-order

1990expanded aggressively with new retail “ superstores,” as well as a number of key acquisitions

1993

bought out rival catalog Company SmashBar

1996Merge BikeUS and open first superstore format retail outlet

2000

55 stores located primarily on the two coasts and across the Sunbelt

2003Has roughly 30% of the total market for bicycle retail outlets

2006national leader in both sales volume and innovation andholds approximately 68% shareof the market

1978

small local chain of of three retailbicycle shops in Southern California

Yoyodyne Bicycles

Yoyodyne Org Chart

Executive Management

Operations

HR

Sales/ Marketing

Product Development

IT

Inventory

Retail

Warehouse

Benefits

Payroll

Training

Recruiting

Yoyo dyne Company, Inc.

IT Security

IT Support

Retail

Internet Sales

Marketing

Business Strategy

Product Marketing

Marketing Communicati

ons

History and Background (cont.)

• Remarkable growth

• Various retail channel

• Merger and acquisition

Yoyodyne’s Business Challenges

• External– Competition from non-specialty retailers – Disputes with manufacturers/suppliers – Changes in consumer demand

• Internal– High growth – Integrating acquisitions – Strategic need for market and sales

information

Yoyodyne’s Information Challenges

• Disparate Content sources across the enterprise

• Current taxonomy is a mixture of business concepts and content

• Content cannot keep up with pace of business

• Inconsistent use of Terminology

Yoyodyne’s Metadata Goals

• Support Integration among content sources– Use consistent vocabularies

across departments, locations, systems

• Associate content to concepts– Establish core concepts– Build relationships

between concepts– Build value for content

• Support Content life-cycle– Support key workflow

concepts

• Standardize Information security for all content– Regulatory compliance for

Content Access– Facilitate Information sharing

Internal IT Structure

CMS Intranet

CMS eCommerce

RetailPos

HR System Marketing System

Marketing research service

Focus

ERP

Legacy ERP

InventorySalesPOFulfillmentAccountingCRM

頁面 1

Yoyodyne Bicycles

Internal Portals

YoourHR.Net

Yoyodyne Today

Product Dev Web

IT HelpDesk

SalesWorld

DataWarehouse

LDAP Server

Domain Controller Domain Controller

Approach—Models

An Enterprise Logical Model – Zachman Type Framework-Holistic view of the enterprise-Architecture is based on 6 basic questions (What, How, Where, Who, When and Why)

Approach – Zachman-typelayer View Data (What) Functio

n (How)Network (where)

People (who)

Time (when)

Motivation (why)

1 Scope of work

List of things important to the business

List of processes the business performs

List of locations in which the business operates

List of organizations important to the business

List of events significant to the business

List of business goals/strategies

2 Examples HR DataCorporate InfoOperations DataSales and Marketing Data

Online TransactionsRetail Transactions

WashingtonOregonCalifornia

HRSalesMarketingOperationsExecutivesProduct Dev

Merger/AcquisitionsTremendous Growth

Facilitates information sharing among business units and new acquisitions

Approach—Beneficiary Model

Beneficiary Model-How is the information located-How is the information named -How was the information

created -How will the individual access

the information?

Approach—Content Types

Producers and consumers of metadata

Approach—Artifacts Consolidated list of important criteria

Approach—Artifacts Consolidated list of important criteria

Metameta

• Support for metadata system

• The Future: Coordination between repositories

General

• Core elements• Identity is key

Technical

• Physical character of the resource

• Alternate rendering

Lifecycle

• Key workflow processes

• Lightweight• Shared lifecycle

event model

Lifecycle WorkflowEvent Class

• Shared lifecycle event model

Rights

• Access control and IP rights

• AccessRightsACL leverages existing system

Relation

• Associations with other resources

• DC.Relation with refinements

Category

• Subject-matter access to the resource

• DC.Subject with individual controlled vocabularies

• PortalNavigation allows “plug-in” vocabularies

Controlled Vocabularies• Department• Location • Product• Audience• Resource Type• Relation Qualifier• Registered Portal• Custom Portal Navigation

A Common Vocabulary Problem

YourHR.Net

SalesWorld

IT Help DeskA resource may “belong” in different places

Custom Portal Navigation CVs

Enterprise Metadata Team (EMT)

• Responsibilities– Maintain IT Infrastructure– Maintain the Schema– Maintain the Vocabularies– Provide User Outreach & Education

EMT Structure

• Convened by Project Charter

• Governed by Steering Committee

IT ExecutiveHRSales &

MarketingOperations

Product Development

EMT

PM BA Taxonomist

Steering Committee

DBA DEV BA

Portal Owner

Criteria left out

• In04 – Mandatory encryption of values to protect employee info

• Se04 – Provides ability to track/ display users’ navigation path

• Se07 – Does not preclude hardware/software

• Eu07 - User tagging

Obstacles

• Too many deliverables

• Requirements criteria from the role groups were not clear

• Consolidating all the role group criteria was time-consuming

Obstacles

• Integrating criteria into our scope

• Difficulty of how to present our metadata

• Hard not to think ahead to implementation

Lessons Learned

• Great way to address the enterprise schema for a medium sized company

• Proved how difficult it is to meet everyone’s needs in an organization

• Consolidating all the role group criteria and mapping them on a one to one basis made sure we consider all the criteria

Lessons Learned

• Define the business objective and scope earlier

• Spent more time on the Zachman Enterprise Approach

Final Word….

• Start early• Have clear objectives• Use existing elements from DC,

NZGLS as much as possible.• Distribute the responsibilities among

the group members at the early stages of the project

• Have FUN!!!!!!!!

Resources• Domain context

– Performance Bikes (www.performancebike.com)– REI, Columbia Sportswear, others…

• Approaches– Enterprise Taxonomies – By Denise Bedford– Building a Metadata-Based Website -By Brett Lider, Anca Mosoiu.

www.boxesandarrows.com• Schemas

– Dublin Core (www.dublincore.org) – Health Education Assets Library (HEAL) schema (http://

www.healcentral.org/)– Metadata Encoding and Transmission Standard (METS) (

www.loc.gov/standards/mets)– PREservation Metadata Implementation Standard (PREMIS) (

www.oclc.org/research/projects/pmwg/)– Others (NZGLS, MSWeb, PAComputing, World Bank)

• Tools– XMLSpy (www.altova.com)– Protégé (protege.stanford.edu)– SchemaServer

Questions and Answers