A. General Information
A.1 Project Title
ubuntu magazine (referred to as “Magazine”)
Note: The name and branding of the magazine is an identified milestone
A.2 Management Team
Ubuntu Marketing Team (referred to as “Marketing”)
- Ubuntu Magazine Team (referred to as “Team”)
- Project Manager (referred to as "PM")
Note - Editor in the context of this document is a person
A.3 Prepared by
John Baer, Team member
B. Project Purpose
The Ubuntu Community (referred to as "Community") desires to publish on a regular schedule a publication which embodies the hearts and mind of the Community and focuses on products distributed under the ubuntu, kubuntu, xubuntu, and edubuntu brands (referred to as “Ubuntu Products”).
C. Project Goals and Objectives
C.1 Community Goal
Communicate effectively with users of Ubuntu Products on issues of importance.
C.1.1 Project Objective
- Publish articles of interest to the user and potential user of Ubuntu Products.
C.1.2 Project Objective
- Present material without prejudice of gender, culture, race, or creed.
C.1.3 Project Objective
- The publication will reflect the will of the Community unless otherwise noted.
C.2 Community Goal
Offer avenues of inclusion to users of Ubuntu Products and those who are interested in Ubuntu Products.
C.2.1 Project Objective
- Establish the Marketing forum as the place to exchange marketing ideas and creative suggestions for Ubuntu Products. ( Sara-We talked about having a forum for the marketing team before and it was decided against, but now we might want to discus this again for the magazine)
C.2.2 Project Objective
- Establish the Magazine forum as the place to exchange ideas and creative suggestions for the Magazine.
C.2.3 Project Objective
- Create an atmosphere of trust and welcome by adopting values of love, integrity, excellence, inclusion, and teamwork (referred to a “Ubuntu Values”).
C.2.4 Project Objective
- Extend invitations to become involved with posts in forums, articles in magazines, and comments in other communication tools such as Blogs. (Sara-I like the idea of using blogs, perhaps this would make the html version of the magazine more interactive)
C.3 Community Goal
Adopt Ubuntu Values and Code of Conduct when engaged in the endeavors of the Community
C.3.1 Project Objective
- Do not engage in the dissemination of hear-say, gossip, or slander.
C.3.2 Project Objective
- Create a process whereby content is validated as factual to greatest extent possible.
C.3.3 Project Objective
- Create a process whereby the right of confidentiality is respected.
C.3.4 Project Objective
- Honor the rights of ownership when an appropriate declaration is made such as © copyright.
C.4 Community Goal
Utilize the resources of the Community to the highest degree.
C.4.1 Project Objective
- The Magazine will be hosted on the servers which support the Community.
C.4.2 Project Objective
- Schedules, articles in review, artwork, and other materials related to the Magazine will reside on the servers which support the Community.
D. Project Scope
D.1 Project Deliverables
- Create Magazine forum
- Create Magazine wiki's to serve as work in progress collaborative repositories
- Create Magazine SPEC page
- Create Magazine WIP (work in progress) content repository to host unpublished materials and mock ups
- Create Magazine Portal to host current and previous editions of the magazine
- Staff Editor position
Staff Ubuntu product reporters & subject matter experts
- Create publishing processes and procedures
Establish Magazine Identity
Establish 1st publication date and publication cadence
Create and execute launch campaign that is synergistic of section C.2.3
D.2 Intent of the Project
The intent of this project is to create and publish the Magazine and to merge the following process into the Community.
Marketing efforts not directly related to the publishing of the Magazine will be considered out of scope.
D.4 Key Stakeholders
- Canonical Ltd. (referred to as “Canonical“)
- Ubuntu Community
- Artwork Team
- Marketing Team
- Magazine Team
- It is assumed the delivery mechanism of the Magazine will be the Internet.
- Lacking marketing research data documenting the need for such a publication, it is assumed the readership is there and a quality publication will be an asset to the Community.
- The Magazine will be the official publication of the Community and other similar publications will not be endorsed.
- The Magazine will represent Ubuntu Products as specified in section B.
- Canonical servers have the capacity and bandwidth to host such an endeavor and will be available to those in need on a timely bases.
- Data backups will be timely and the amount of data lost in the event of a server failure will be no more than 1 day.
- Data marked as confidential will be secured in an appropriate manner.
- Critical staff assignments will be filled with individuals with the time and the talent to fulfill their obligations.
- Initial copies of the Magazine will be English with other translations occurring as soon as resources become available.
Product Identification is Ambiguous
The clear identification of Ubuntu Products is lacking. The product name Ubuntu is used to identify the Community and to identify Ubuntu Linux – Gnome Desktop. Although Kubuntu and Xubuntu are branded in such a manner as to segregate them from other products, to the new user it may be unclear that Kubuntu is really Ubuntu Linux – KDE Desktop and Xubuntu is really Ubuntu Linux – XFCE Desktop. In addition there is no branding for the Ubuntu server family and the new user may not understand Edubuntu is really Ubuntu Linux – Gnome Desktop targeted to schools and young children.
Lack of Market Research
At the moment there is no market research giving direction to the project. It is assumed readers will connect to the Magazine forum to offer comments and suggestions and this will become the market research data to give direction to future editions of the magazine.
Lack of Incentives
In the hard core commercial world of marketing incentives are often used to gain participation. To illustrate, the best artwork submitted receives a coupon good for Ubuntu marketing items (CD's, hats, or shirts).
E. Project critical Success Factors
- Staff all positions and identify subject matter experts
- Active participation of readership in Magazine forum
- Active participation of Magazine, Art, and Marketing team members
- Support of Project Sponsors
- Availability of Magazine
- Readership numbers justify the publishing effort
F. Initial High-level Project Planning
F.1 Estimated Resource Requirements
- Hosting server with an appropriate DNS with the capacity and bandwidth to handle readership
Development platform Ubuntu, Launchpad, and Bazaar with the capacity and bandwidth to handle publication
- Magazine forum
- Magazine editor
- Content review board
- (2) Ubuntu – Gnome Desktop reporters
- (2) Ubuntu - KDE Desktop reporters
- (2) Ubuntu - XFCE Desktop reporters
- (1) Ubuntu - Server reporter
- (1) Edubuntu reporter
(2) Reporters at large
Note - The goal is to have a reporter and backup for each product area and a reporter at larger to cover community and LoCoTeams events.
F.2 Estimated Project Cost
- Canonical over site
- Travel to identified Linux events of importance
- Printed materials
Marketing incentives such as product CD's and other promotional items
Note - Reported as resources not dollars.
F.3 Estimated Benefits
- It is estimated a timely and professionally crafted Magazine will further increase the use of Ubuntu Products in general and increase usage specifically in markets where Linux is not favored. It is further estimated the open source software included in Ubuntu Products will benefit from such a publication.
- It is anticipated a quality publication will assist in forging alliances with manufactures of computer equipment to the extent Ubuntu Products will be offered as an alternative.
- It is further expected participation in the Community will rise as the processes put in place incorporate Ubuntu Values and fosters an atmosphere of inclusion.
- It is assumed the successful launch of such a publication will open other marketing opportunities such as endorsements and alliances with other media markets.
- It is anticipated this publication will bring Ubuntu to equal footing with its peers in the Linux community who offer similar publications.
G. Project Authority
provide vision and resources
guidance in vision and content
continuity of marketing efforts
provide artwork, assures quality of publication
provide content, assures quality of publication
execution of processes, assures quality of publication
The process of publication will include reviews and validations to insure the content is factual and is harmonious with the goals of the Community and contains the spirit of Ubuntu Values. Although the exact mechanism is to be determined, a content review board with representatives from Canonical, Community, Marketing, Art, and the Magazine could be the final authority on the quality of the materials submitted.
H. Project Execution
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