Lesson 1 – Don’t “Shoot From the Hip”  

Far too often I am asked to give an estimate on what is perceived to be a very large Web development project without any prior discovery having taken place.  The common question I hear (and I have heard it often over the past 15+ years) is: “…not that we’ll hold you to the estimate and I know we need to define what we’re doing, but approximately what do you think this will cost and how long will it take…”  Well, as a matter of fact – we are always held to the estimate and then required to make the project fit into the undersized box.  If the project at hand cannot be described, how could we conceivably know the effort involved to deliver it?   

Lesson 2 – Solve a Problem Not a Symptom  

I n the world of Web application development, seldom do I encounter a problem to be solved that is sufficiently and readily definable so as to, without committing malpractice, scope the solution even within a window of tolerance.  Often times as clients describe the problem they quickly realize they’re describing a symptom and not the problem.  It is our job, during the consultative sales process, to discern between problem and symptom.  Engagements that sneak by our rigorous process (as rare as we try to make them) where we start by treating a symptom are doomed to fail.  We need to get to the root of the problem, not just the symptom.   

Lesson 3 – Proper Planning is Essential  

Frustration is imminent when you couple a “from the hip” estimate (Lesson 1) with an attempt to treat a symptom (Lesson 2) and, without the proper diligence and discovery, you hear the phrase, “…let’s just get started writing this application and we’ll figure it out as we go…”  We’ve all heard the phrase, “Failure to plan is a plan to fail.”  Nowhere is such more evident than in Web application development.  Too often Web developers are too enamored with simply writing code and not addressing the prudent and practical business drivers behind such.   

Don’t Forget to Have a Plan… 

So, now for a more positive post…  The good news is, Lessons 1-3 are all well understood by our firm.  With more than 15 years in the Web development business, we have trained ourselves to listen for phrases like “ballpark estimate”, “we need to fix”, “can we expedite the planning work?”.  We’ve developed time-tested Web-related services, processes and methodologies that are designed to eliminate the risk of any of these three Project Killers from derailing our engagements.  There is no substitute for business and technical experience in Web application development.  One company who is doing an excellent job of this in the Social Media strategy space is DK New Media. As you contemplate these three valuable lessons, think for a moment about the last Web application or Web design project you undertook.  Did you start off with an accurate budget and timeline?  Did you treat the measurable and definable problem or a symptom?  Finally, did you undertake the necessary planning work or try to shortcut around it?  Those who want to just jump in the deep end without testing the water are destined to have a very chilling experience.