Use Case template

By Lori Graham,2014-05-18 22:37
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Use Case template

    Every use case matches a specific customer with a proposed product solution. (Here, we outline a telepathic logon technology.) Ideally, the vendor can get one or more in-

    depth technical discussions with the customer, spending about an hour asking technical

    and business questions. The vendor’s selling and engineering teams then spend another

    hour or two completing a diagram of how the solution will fit into the customer’s overall


    Customer Use Case:

    Telepathic Security Interface for Car Designer

    Our company’s solution uses an ESP Interface Card (EIC) in each laptop to capture

    brainwaves, and a new telepathic authentication protocol named EAP-ESP that

    conforms to the EAP/802.1x standard. We believe that customers will see dramatic

    savings from reduced technical support calls and password maintenance plus much

    higher security.

    Customer is one of the top 10 car manufacturers in the world, with production

    facilities on several continents. Part of the company’s market differentiation is based

    on cutting-edge design: creating the next “new” concept car and capturing the

    hearts of “cool” car buyers. We are selling into their core design group.

    Figure 1: Current Solution

    Customer Usage Case sample 1, 650.315.7394

Within the target division, customer has 125 car designers and supporting staff (finance,

    manufacturing, procurement, HR) in three facilities worldwide Detroit, Osaka, Bremen. Of

    these, 105 have Windows 2000 or Windows XP laptops and docking stations. The remaining 20

    are LINUX laptops for the design software support team.

As shown in Figure 1, all laptops are equipped with high-speed wireless LAN cards (802.11a),

    which connect to 20 Access Points from VendorE. Security uses digital certificates assigned to

    each laptop and uses the standard EAP-TLS protocol supplied by Microsoft. The AAA server is

    from VendorF, and directory servers are a mix of LDAP and ADS. Key software elements are

    shown in bubbles.

To gain secured access, end users supply a password and also have their certificates validated

    before getting access to the critical systems behind the firewall: a supercomputer-based car

    design application, financial apps to compute likely profitability, and ERP/Supply Chain to

    estimate manufacturing lead times.

    Figure 2: ESP-Based Authentication

    Figure 2 shows which parts of the solution change. We will deliver an ESP Interface Card (EIC)

    for each laptop, including the EAP-ESP protocol client. This replaces the digital certificates

    required for TLS. Customer’s current AAA server will need to be replaced with our ESP Server

    (or proxy all requests through to us). Our single-sign-on functionality and mental audit files will

    be added value. Back-end directory servers and applications will work unchanged.

    Customer Motivations (What They Told Us)

    ? Certificates are expensive to install, maintain, administer. Customer is spending $200

    to $300 per year per certificate for licenses, re-installation. End user support high as well

    (not well quantified) because users have trouble operating sign-on software.

    ? Certificates may not be secure enough. They worry about lost laptops or visitors to the

    offices that sneak onto logged-on machines. Unclear if this has ever happened, but the

    Customer Usage Case sample 2, 650.315.7394

    cost would be very high. Michiko, head of the design team, worries that they will see

    their newest design on display by a competitor at the annual Auto Design Showcase.

    ? Must work with current wireless LAN equipment, Windows and LINUX laptops.

    Can’t allow any changes to back-end applications they spent $70M on their design

    supercomputer and need it available 24*7 for their worldwide staff. Interoperability with

    other vendors and devices is needed.

    ? Planning a complete upgrade of old BrandX laptops in November for latest BrandA

    high-performance models (4.2 GHz dual processors, 2 GB RAM, 320 GB disk, built-in

    WiFi) to give designers more power. Must have solution approved and tested by then, or

    we are pushed back to later upgrades (15 month replacement cycle).

    ? Outside auditors will review this, and must give it a squeaky-clean security rating to be


    ? Concern: will it really work? Technical team had lots of questions for us. Negative

    errors: will sleepy or confused employees be unable to log in? Positive errors: can

    psychics or family members sneak past security? Reliability, range, etc. We will need to

    do a very strong working demo to close this sale.

    ? Their vision of the “designer of the future” includes ESP-driven drawing applications and

    prototype parts carved by lasers from smart epoxy. We play to their “James Bond” sense

    of mission.

    Sales Status & Contacts

    ? Competition is smart cards and hardware tokens from BrandX (incumbent) and BrandZ.

    VendorQ seems to have missed this opportunity.

    ? They are early in the process, but Customer seems to know what it needs/wants

    ? Internal champions identified so far are Klaus (IT Director) and Roger (interim CIO).

    The CFO is marginally interested.

    ? Possible friction between this customer and BrandX over end-of-life plan for existing


    Product Prerequisites & Co-Requisites

    ? Our staff and expertise to do installation, testing, maintenance.

    ? Customer’s staff and expertise to do central network management, fault isolation.

    ? Must work smoothly with BrandX handhelds and required wireless cards/drivers/clients.

    ? Required compatibility with existing AAA server (RADIUS to Active Directory and

    LDAP), user database, passwords

    ? May have SNA network and AS/400 systems tied to ERP that require independent SNA

    network connection

    Top Requirements (Explicit Customer Demands) ? Works with BrandX handhelds, 802.11a. Upcoming need for 802.1x ESP method.

    ? Not hackable: they will bring in several psychics to test for unauthorized access and

    MDOS (mental denial of service) attacks.

    ? Really easy to operate

    ? Really works. Can’t have random problems or inability to access system

    ? Remote management and fault isolation

    ? Track all connected users from a single console, including the applications they are using

    ? US FCC certification for all items, with rapid need to extend to Europe, Asia

    Customer Usage Case sample 3, 650.315.7394

Bill of Materials

    ? Headquarters IT

    o Interface to directory, thought-password files

    o Network management software, manual and troubleshooting

    o Real-time session tracking

    ? Design Location materials

    o EICs for all devices

    o Installation and configuration instructions (how to hook them up)

    o Troubleshooting guide (what to do if it doesn’t seem to be working)

    o “OK” form (this works and I’m operational)

    o Re-order form (I need more units shipped to …)

    Critical Features/Functions (Implicit)

    ? Stays connected if user’s attention wanders

    ? Low support effort, no short-term maintenance once installed and working

    ? QA for BrandX and BrandA laptops and handhelds. Immediately afterwards, need to

    extend to BrandB and VendorQ desktops and servers.

    ? Test with VendorF’s AAA server running on Solaris 2.8 and LINUX v6. Must pass

    smoothly through to LDAP (Oracle on Solaris) and ADS (Win2000 Server).

    ? Session-persistent roaming continues to work. Implemented by VendorF, using proposed

    IETF draft.

Action Items / Open Issues

    Customer Desirability Score 74 out of 100 Sales Dimensions (10 points each)

     Appropriate champion 7

     Significant revenue potential 8

     Motivated to buy, able to buy 10

     Likely to close within a quarter 5

     Brand name customer 10

    Technical/Market Dimensions (10 points each)

     Fits existing feature set 10

     Understands own technical needs 10

     Likely to “clump” with similar customers 4

     On-site IT with strong networking support 7

     Geography (same time zone) 3

    Customer Usage Case sample 4, 650.315.7394

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