Where are you actually going?

To manage the integration of new technology it is useful to generate a document detailing the core purpose of the organization and why it is using the Internet. This might be called the mission or 'vision' statement of the Internet site.

This is important because it sets out the raison d' tre of the site in tune with the raison d' tre of the organization. This enables your end client to immediately differentiate whether you are what they are looking for. It also gives them a focus for exploring your site further. The statement can be introduced as a working document that will

act as a general guide for the project, ensuring that everyone involved is aiming for the same end result.

Overleaf is an example of a vision statement prepared by a manufacturing firm. This business relied heavily on research and the development of new products to ensure that it stayed ahead of its competitors and provided the best products for its international network of distributors. The process began with an outline of the primary business aims:

Our Internet site improves the services we provide for our international distributor network. Each distributor needs to know about our latest research and development and have access to details of new products before they appear on the market. We would also like to involve them in product development and the test marketing of new concepts.

The initial statement was clear in its aims,...