evaluation proposal final

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Evaluation Proposal to Asses Far West Laboratory for Educational Research and DevelopmentsDetermining Instructional Purposes Training Program

Submitted To: Kevin Penn, CEO of Far West Laboratory for Educational Research and Develop-ment located in Santa Monica, CA

Submitted By: Seraphim Hawke, Accounts Manager for Offbeat Bear Consultants, Inc. located inBurbank, CA

Introduction


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This is a proposal wherein Offbeat Bear Consultants, Inc. hopes to be awarded the contractfor evaluating Determining Instructional Purposes (DIP), a series of training modules cre-ated and distributed by Far West Laboratory for Educational Research and Development (FWL).This evaluation proposal outlines the data that will be collected to provide FWL with all the neces-

sary information so that they may make choices about the marketing and sale of theirDIP pro-

gram.

Program Description

TheDIP package is geared toward training school administrators or graduate students in

educational administration on specific skill sets needed for administrative jobs. The program is

made up entirely of print materials and consists of a Coordinators Handbook and three training

units (Setting Goals, Analyzing Problems, andDetermining Objectives). Each of the training

units contains several modules with pre-determined instructional objectives. Within a typical

module, the participants will find reading material, skill activities, and activity feedback.

Even though three training units are offered, each unit can be purchased and used alone,

giving administrators the ability to focus on only one specific area. Each training unit takes be-

tween ten and eighteen hours, so they can be completed to fit time constraints, whether that is

within a short, concentrated period of time (such as a two day in-service), or over a longer dura-

tion. While the training units insist that a coordinator is present, a unique feature about them is

that they only require the coordinator to have worked through the content previously, rather than

having any specialized knowledge of it. Because of this, the coordinators job can solely be dedi-

cated to conducting the modules and facilitating the participants completion of the skill activi-

ties. This feature is attractive to FWLs clients because it saves them the trouble of having to hire

a specialized coordinator.

Currently, each unit costs $8.95 or all three can be purchased for $24.95. The Coordina-

tors Handbook is available for $4.50 per copy. At the time of this writing,DIP has not yet been

used in real or simulated training experiences.

Evaluation Method

The primary purpose of this evaluation is to provide FWL with information regarding

production costs, sales methods, marketing strategies, and potential customer feedback so that

they can make informed decisions about the marketing and sale of theirDIP training package.

The evaluation willtake 165 days (approx. eight months) and $49,391.40 to complete. In the end,

the information acquired will aid FWL in determining ifDIP is worthwhile of the companys

time and money.

Data will be collected from FWLs accounting department, sales department, and market-

ing department. In looking at the financial data, Offbeat Bear Consultants, Inc. will assess the

manufacturing cost per unit and compare that to the selling cost per unit; the resulting difference

will show the profit FWL stands to make. Using this information, Offbeat Bear Consultants will


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provide FWL with a goal number of units which will need to be sold in order for the company to

be profitable. Then, Offbeat Bear Consultants, Inc. will look to the sales department to see if the

sales department uses a prescribed sales method to sellDIP to potential schools and/or graduate

programs. In doing at this, Offbeat Bear Consultants will analyze how effective that method is; in

other words, whether or not the methodology is based on proven, sound sales principles. Next,FWLs marketing department will be contacted to see how the company intends to market the

units to potential clients. This will determine if the strategy is appropriate forDIPs content and

the companys goals while also revealing if the marketing strategies are effective. Looking at the

profits, sales ability, and marketing vigor will be good indicators of how well (or poorly)DIP is

likely to sell, thus providing Offbeat Bear Consultants, Inc. with information about whetherDIP

is worth FWLs resources to produce.

Yet, profit, sales, and marketing alone are not enough information to make a choice. To

that end, Offbeat Bear Consultants, Inc. will seek out a total of 100 graduate programs, elemen-

tary and high schools, and school districts within the Los Angeles area to provide feedback re-

garding theDIP package. These stakeholders will work through theDIP program, providing

valuable feedback as to how well FWL markets their product and meets their product claims.

These people will also be surveyed to yield information regarding product improvement In ana-

lyzing the results from these surveys, Offbeat Bear Consultants, Inc. will look for the mode in re-

sponses to find patterns with how the schools/school districts feel about the information present-

ed within program. Also, the median will be analyzed for determining the stakeholders satisfac-

tion.

Depending on the results of the data gained through FWL and the stakeholders, Offbeat

Bear Consultants, Inc. will then appropriately write recommendations for theDIP program: con-

tinue production as-is, continue production with increased marketing efforts and/or sales reform,

or discontinue production.

Task Schedule*

Task Key Questions tobe Answered

Completed By Estimated Date ofCompletion (with

Timeframe)

1. Meeting with FWLRepresentatives to

create EPD

What are the com-pany's goals forDIP?

Head Evaluator July 16, 2012(5 days)


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Timeframe)

2. Thorough reading

and understanding ofDIP Materials (Units

1-3, CoordinatorHandbook)

Is the content accurate

for the topic? Cansomeone with little

background knowl-edge act as the coordi-

nator?

Subject Matter Expert August 6, 2012

(15 days)

3. Meet with Account-ing Department

What are the produc-tion costs?

Data Analyst August 13, 2012(5 days)

4. Meet with Sales

Department

How is the depart-

ment trained on thesales strategies?

Head Evaluator August 20, 2012

(5 days)

5. Meet with Market-ing Department

How does the depart-ment intend to market

DIP?

Head Evaluator August 27, 2012(5 days)

6. Analyze financial,sales, and marketingdata; Sharing of this

data with FWL

What profit is neededin order for the com-

pany to be successful?How effective are

sales and marketing

strategies?

Data Analyst September 18, 2012(15 days; includes oneday off for Labor Day)

7. Select random sam-ple of 100 partici-

pants; Contact gradu-ate

programs/schools/school districts

Which schools wouldbe available to partici-

pate?

Head Evaluator October 2, 2012(10 days)

8. Schools workthrough DIP; Surveyschools/school dis-

tricts

Does DIP meet theirproduct claims?

Human Resources An-alyst

November 27, 2012(40 days, includes twodays off for Thanks-

giving)

9. Analyze surveydata; Sharing of this

data with FWL

How do customersfeel about DIP? What

improvements aresuggested?

Data Analyst January 15, 2013(40 days, includes tendays off for Christmas

vacation)


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Timeframe)

10. Writing of report N/A Head Evaluator February 5, 2013

(15 days)

Total Time: 165 Days (approx. Eight Months)

*Evaluation is scheduled to begin on Monday, July 9, 2012; work-weeks are constituted as Mon-

day-Friday.

Project Personnel

The following people will be a part ofOffbeat Bear Consultantss evaluation team. The

members of this team have worked together before, and their previous experience has shown thembe a group that works well together, offering a smooth and thorough evaluation process.

Penelope Hedges (Head Evaluator)Penelope has a BA in Liberal Studies from California State University, Northridge, a M.ET

(Masters of Educational Technology) from Boise State University, and fifteen years of experienceworking for Offbeat Bear Consultants, Inc. During her time with Offbeat Bear Consultants, Inc.,she has been on evaluation teams that have helped variety of companies and organizations such asZamba Clothing (a local Burbank, CA store), Yankee Candle, Co., and Build-A-Bear Workshops.Penelope has been a lead evaluator for four years, and she will be leading three other team mem-bers through the DIP evaluation process. You will find Penelope to be amicable, honest, diligent,

and thorough.

Jim Adams (Data Analyst)Jim received his Bachelors degree in Economics from the University of Pennsylvania.

During his time at UPENN, he was also a Benjamin Franklin Scholar. He has been working forOffbeat Bear Consultants, Inc. for seven years as a data analyst. His Economics degree and experi-ence with Offbeat Bear Consultants, Inc. provides the background for understanding data trends aswell as for using those trends to help make recommendations. Jim has worked on many evaluationprojects, including those for Yankee Candle, Co. and Build-A-Bear Workshops. You will find Jimto be funny and easy-going, yet serious about proper data collection methods and analysis.

Brad Flynn (Human Resources Analyst)Brad attained a BA in Psychology from the University of California, Riverside in 2007.

Brad has been working with Offbeat Bear Consultants, Inc. since 2007 as a human resources ana-lyst. His life experience coupled with his Bachelors degree gives him the ability to understand andread people which proves useful when interviewing or surveying stakeholders. His unassuming,quiet nature puts people at ease, resulting in a trusting rapport which helps glean more informationduring the evaluation process. You will find him to be quiet and calm, yet friendly and charming.


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Dr. Frank Gibb (Subject-Matter Expert)Dr. Gibb is a former school superintendent with twenty years experience working through-

out Los Angeles county. Because of his background, Dr. Gibb has a deep understanding of the con-tent found within the DIPprogram. Dr. Gibb will be brought in as a subject-matter expert (SME)to assess the accuracy of the information found within the program.

BudgetPersonnel (Includes per diem)

Total: $46,000

TravelReason Estimated Round Trip

DistanceCost

Meet with FWL and theirsales, marketing, financial de-partments

20 days @ 52.4 miles @$0.55/mile

$576.40

Travel to 100 schools/graduateprograms in Los Angeles area

1,800 miles @ $0.55/mile $990

Reading ofDIPpackage, dataanalysis, school contact, writ-ing of report

None; Done at Offbeat BearConsultants, Inc.s Burbank,CA offices

None

Total: $1,566.40Communications

Total: $1,225

Supplies

Total: $600

BUDGET GRAND TOTAL: $49,391.40

evaluation proposal final

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