TO:Cliff O’Connor, CEO AcuScan, Inc.
SUBJECT:ACUSCAN OPTIMIZATION PROJECT
CC:GEN 480 STUDENTS
Purpose and Scope of Document
The purpose of this executive summary is to provide an overview of the status of the AcuScan Optimization Project, known as “Operation Optimize.” The objectives of the project are to increase revenues and grow market share by transitioning AcuScan into retail markets. Entry into this target market area is to be accomplished through the development and introduction of a new retinal scanning product suitable for retail environments. Based on existing AcuScan iScanner optical scanner technologies currently used in security applications, the new product will offer the same quality features with minor modifications to support the unique requirements of the new application environment. The company’s entry into this new market requires an integrated effort across several operating divisions including Marketing, Product Development, Engineering, and Organizational Development.
Summary of the Situation
The momentum on this project has stalled primarily due to conflicts between impacted departments within the organization and significant reductions in available resources. Integration and cooperation must be established and maintained across all work groups in order for the company to be successful in this endeavor. To ensure market impact of the magnitude necessary to improve the company’s profitability and effectively position it for future growth, it is imperative that AcuScan bring this new product to market by the end of the year, with a minimal investment outlay.
The “Operation Optimize” progress report on February 17, 2005, provided an optimistic view of the project with Product Development and Marketing collaborating on a product concept that followed past new product trends. The following events occurred: 1.Developed marketing objectives
2.Contracted with Wilson Marketing...