Purpose
To develop supporting research, strategy, requirements, and planning that will position the initiative for success.

Inception overview
In the Inception Phase we view the opportunity from very high to moderately low levels in order to accurately map the benefits - and risks - of the initiative. While the Inception phase will get very detailed, it will not be a thoroughly granular view of the project. That will come later. Still, through strategic thinking, business analysis and business modeling we discover and define client needs.

Inception deliverables:

• Business objective definition
  Identification of consumer insights, business modeling and return on investment. Strategic performance metrics defined. Audience and business agendas a thoroughly discussed.
  
  
• Process improvement roadmap
  Identify internal and external processes that have the potential to create benefit by reducing cost or increasing revenue through more efficent processing, raising customer satisfaction, reducing duplication and behavioural change.

• Strategy definition
  Map out steps to move through the stages of web adoption, human resource design, testing, rollout, education and training.