proposal

Requirements Definition Document (“RDD”) 

What Doctors Don’t Tell You 

Attn: Bryan Hubbard 

Project: 

WDDTY Web & Mobile Platform 

Version 0.1 

Confidential 

Wimbletech | Compton Road | Wimbledon | London | SW19 7NB | United Kingdom 

tech@woooba.com +44(0)207 193 9328 @Woooba

1 Executive Summary 

1.1 Overview 

What Doctors Don’t Tell You is a unique health 

magazine. It provides an easy to understand review 

of the shortcomings and limitations of conventional 

medicine and safer alternatives proven to work. It 

is a must read for anyone interested in medicine 

and health. Every month reveals the therapies your 

doctor should be offering you. By researching the 

very latest discoveries from some of the world’s 

most prestigious academies, including Oxford, 

Harvard and Yale, WDDTY brings you the very latest, 

and proven, therapies that could make all the 

difference to your condition. For prevention, the best 

diets, exercises and supplements are highlighted 

every month, making the magazine the complete 

health package for everyone of all ages. 

1.3 Project Objectives 

• To rebuild the current WDDTY Web platform with 

a better, modularised and scalable micro-services 

approach. 

• To integrate a more efficient, profitable, easier to 

use payment system. 

• To build a Content Management System (CMS) that 

feeds content into the WDDTY website/app. 

• To build a Mobile App that connects a WDDTY API; 

leverage hand devices. 

• To deliver the new WDDTY platform, both web and 

mobile, on a scalable and robust infrastructure 

that ensures proactive issues resolution. 

1.2 Background 

WDDTY would like to ensure that their current and 

potential viewers/users are not only enjoying the 

visual journey through the online magazine, but 

also the offers, features and overall user journey, is 

designed and coded (developed) in the most efficient 

manner. Equally, WDDTY aims to incur more 

ecommerce transactions and at a higher margin, for 

the sale of its magazine issues/subscriptions as well 

as any 3rd party products/services on sale through 

WDDTY. 

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1.4 Business Areas/Teams Affected 

Business Area/ Team Affected? Summary of Areas Affected 

Readers/subscribed Yes All users groups within WDDTY’s registered 

customers will be exposed to renewed or additional 

UX and features will be designed/developed. 

Readers/Not yet 

subscribed 

Yes 

Onboarding is key to attracting and keeping new 

subscribers; the articles, call to actions & general 

UX around free samples/exclusive features. 

WDDTY Yes To update/rework the current site, the client will be 

needed to provide occasional support to the project 

team in terms of advice on industry, assets/account, 

sign-offs and general collaboration (additional updates/ 

support offer to http://lynnemctaggart.com). 

WDDTY Marketing 

(WOOOBA’s Creative 

Director) 

Yes 

Will provide support for implementing the updated 

WDDTY messaging strategy with the set of 

mobile/web designs being built by WOOOBA. 

E-commerce system Yes WOOOBA proposes its own payment system 

to be integrated to offer higher card 

services and margin, faster/easier UX 


tech@woooba.com +44(0)207 193 9328 @Woooba 

3

2 Product Contexts 

2.1 Assumptions and Dependencies 

Area 

UI/UX Design & Prototype 

WDDTY API 

Front-end 

Infrastructure Setup 

Mobile App 

Assumption/Dependency 

This is the first iteration in the project and subsequent 

components development will depend on UI/ 

UX prototypes being signed-off by WDDTY. 

The commencement of this component is dependent on signoff 

of the UI/UX Designs above. The new API will be built with 

the assumption that it would require certain external systems to 

integrate and source data from it e.g. Mobile App, Website, CMS. 

This project is dependent on a fully signed off, productionised 

and optimised model. It is assumed that that the model will 

be fully signed off by an agreed date to optimise all code. 

It is assumed that a new and robust hosting infrastructure will be 

setup to cater for the scalability and robustness of the new system. 

Move away from static Pagesuite style offering and allow users a more 

practical, accessible mobile experience, that leads to better revenues. 

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2.2 Risks and Issues 

Risks and Issues will be logged in detail on the Asana board for 

this project. Some areas for concern at the time of writing are 

offered below. 

Area 

Infrastructure 

Scope Creep 

Risk/Issue 

The current infrastructure in place for WDDTY cannot cope with the 

new system being implemented, in terms of database structure, 

code/software foundation, UX UI logic and overall scalability. Hence, 

the assumption of a new infrastructure setup mentioned above 

in subsection 2.1 (creating an API, CMS and mobile application). 

There is always risk of exceeding the project deadline 

due to a desire to implement several functionalities in 

the new system. Therefore, we recommend the MVP 

(Minimum Viable Product) approach to delivering the whole 

system. So only essential and core functionalities will be 

included in the first version of the WDDTY platform. 

2.3 In Scope 

Must-haves (delivered within the overall project) 

Area 

WDDTY Web Platform 

Mobile App 

Website & CMS 

Description 

To be delivered within the MVP. The required components will be 

agreed with WDDTY appointed product owner (Bryan Hubbard) 

from a list of items to be created on the Product Backlog. 

To be delivered in multiple iterations after delivery of the MVP. 

To be delivered as agreed 



5

3 High Level Features 

Full details, user stories, will be found on the Product Backlog 

3.1 Web & Mobile Platform and Website (with CMS) 

Must-haves (items here can be moved to Nice-tohaves 

depending on their business value to WDDTY) 

Ref# 

Features 

3.1.1 Authentication Management 

3.1.2 User Account Overview 

3.1.3 User Profile Management 

3.1.4 Payment System Management 

3.1.5 3rd Party Management 

3.1.6 Design/Themes Management 

3.1.7 Website (with CMS) 

3.1.8 Forum (user chat) 

3.1.9 Navigation 

3.1.10 Help Resources Management 

3.1.11 Mobile App 

6 



3.2 Mobile App 

Ref# 

Description 

3.2.1 OS and Android version of the current web 

site features, produced in a cross-platform, 

hybrid or native mobile application. 

3.3 Mobile App 

Ref# 

Description 

3.3.1 Web services application based website with integrated CMS 



7

4 Non Functional Requirements 

4.1 Security and Software Standards 

4.1.1 WOOOBA Security and Software Standards 

Ref# 

Requirement 

4.1.1.1 Ensure the WDDTY platform is not 

vulnerable to malicious attacks. 

4.1.1.2 Setup two versions for resilience and 

test; Live site and Staging site 

4.1 Security and Software Standards 

Ref# 

Requirement 

4.2.1 Efficient speed & system performance 

to ensure ideal user experience. 

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5 Document Information 

5.1 Document Distribution and Sign-Off 

Name Position/ Role Responsibility Version & Date of Sign-Off 

Bryan Hubbard Product Mgr./Client Product Owner/ 

Management 

Bolaji Alade 

Ryzard Akita 

Project Manager/ 

consultant 

UX UI Design/ 

consultant 

Requirements 

& Technology 

Requirements 

& Technology 

Daniel Lane CEO/consultant Management 

5.2 Document History 

Date Version Description Author 

14/05/2017 0.1 RDD – Redesign & Rebuild of WDDTY Web Platform 

including New Mobile Apps Design & Development. 

Bolaji Alade 



9

6 Commercial Information 

6.1 Fees 

Options Start Date Description fee Pay Periods 

Option 1 

Upon signature of 

this document. 

Monthly average cost retainer for Time & Materials 

in software design, development and deployment 

project. T & M contracts may increase in cost/scope 

£15,953 

/month 

6 (six) 

months 

Option 2 



Monthly average cost retainer for Time & Materials 

in software design, development and deployment 

project. T & M contracts may increase in cost/scope 

£7,977 

/month 

12 (twelve) 

months 

Option 3 



Fixed Contract in software design, 

development and deployment project. 

Fixed contract is a set cost/scope 

£114,864 50% - 40% 

-10% 

6.2 Terms 

Timing 

Related 

Documents 

Payments Length of term Warranty Hosting/ 

Invoiced 1st of 

each month, 

following the 

first instalment. 

Consultancy 

Agreement 

1st invoice is due 

upon signing of this 

document, following 

Invoices are due 

upon receiving. 

Depends on 

Chosen Option 

6 (six) month 

period post 

launch. 

Cost not 

included 

10 



6.3 Itemised example 

WDDTY 20 May 2017 June July August September October 

Role Resc Rate 

Total 

days 

Rsrc 

Days/ 

week 

Rsrc 

Days/ 

week 

Rsrc 

Days/ 

week 

Rsrc 

Days/ 

week 

Rsrc 

Days/ 

week 

Rsrc 

Days/ 

week 

iOS/Andrd Developer iOSA £510 32 0 0 0 0 0.4 2 0.4 2 0.4 2 0.4 2 

Mobile Developer Mob £490 0 0 0 0 0 0 0 0 0 0 0 0 0 

Backend Developer-sr BES £525 0 0 0 0 0 0 0 0 0 0 0 0 0 

UX UI Designer UXUI £475 48 0.4 2 0.4 2 0.4 2 0.4 2 0.4 2 0.4 2 

Frontend Developer FE £500 48 0.4 2 0.4 2 0.4 2 0.4 2 0.4 2 0.4 2 

Software Tester/QA QA £350 0 0 0 0 0 0 0 0 0 0 0 0 0 

Project Mgr./Architect PM £490 24 0.2 1 0.2 1 0.2 1 0.2 1 0.2 1 0.2 1 

Backend Developer BEL £475 48 0.4 2 0.4 2 0.4 2 0.4 2 0.4 2 0.4 2 

Hosting/Servers HST £19 0 0 0 0 0 0 0 0 0 0 0 0 0 

Maintnce/Support L1 MTN £40 0 0 0 0 0 0 0 0 0 0 0 0 



Total 200 1.4 7 1.4 7 1.8 9 1.8 9 1.8 9 1.8 9 

£13,560 £13,560 £17,640 £17,640 £15,680 £17,640 



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Now therefore, the Parties agree to the terms 

and details of this agreement; 

SIGNED by___________________________________ ___ 

SIGNED by___________________________________ _____ 

Bryan Hubbard, MD 

Dan Lane, CEO 

for and on behalf of WDDTY Ltd. 

for and on behalf of WOOOBA Ltd. 

date___________________________________ __________ 

date___________________________________ ____________ 

Registered Office: 38 Victoria Drive London 

Registered Office: 29 Hartfield Road, 

London, SW19 6BG, United Kingdom 

London SW19 3NA, United Kingdom 

We look forward to working with you, as we 

help people to play more sports. 

DAN LANE | CEO | WOOOBA 

“Innovation is hard because ‘solving problems 

people didn’t know they had’ & ‘building something 

no one needs’ look identical at first” 

Aaron Levie (Box, valued now at $2.5B) 

12 



1. Hands on Partners; we are not an agency, but a 

sports tech company, 100% focused on sport. If 

we begin work with you, we do not consider it 

a project that has an ending. We consider it a 

partnership, working with you to make you and 

your sport become sustainable and even more 

relevant, for the short and long term. Our goal, in 

addition to building/maintaining a digital presence 

for you, is to make your business/organisation 

sustainable; with our tech, tools and experience, 

we help you make money. Whether you’re a 

charity, limited company, LLP or PLC, we help 

you create a sustainable marketplace for you and 

your users/customers. As experienced technical, 

production, operations and business development 

experts, we will license, build and maintain your 

sports digital presence; we will work with you to 

attract sponsors/brands and ambassadors with 

our network and experience. We create new ideas 

and use our existing capabilities, to help you 

generate an income. This includes working with 

or introducing partner companies who may have 

APIs or products to improve your revenue streams/ 

sustainability or offerings. 

2. Events; each event you have, we will help you 

manage and build basic digital assets for. We’re 

happy to help on the ground as well, as sport is 

what we do for a living. Again, this is within the 

retainer (extra production within reason). 

3. Web Masters; To underline what basic services 

we’d cover, we’ve underlined the role of 

Webmaster as part of our job. This is in addition 

to putting in a new foundation using our software 

platform of choice (as explained in next section, 

you must build a proper API). The goal is to create 

a solid foundation from which more innovation 

could be built upon, but for the basics; 

• Maintain an inventory of advertisements/sponsors 

and manage the ad server software. 

• Debug issues that arise with the performance 

of the website; address as quickly as possible, 

potential revenue and conversions loss. 

• Interface for performance issues. Liaison between 

IT partners and your company; address issues with 

your hosting company or email service provider. 

Maintaining a strong relationship with these 

partners to avoid downtime. 

• Troubleshoot the site, including content, links, 

order flows, registration flows transaction logs. 

If problems arise the webmaster will make 

corrections directly or delegate the task to other 

members of the tech team. 

• Review statistics and monitor analytics. In addition 

to making sure everything is functioning properly 

on the website, we’ll provide analysis of the 

website’s business health and creates conversion 

paths so that the marketing/fund raising/sales 

team can monitor their efforts, work on converting 

leads. 

• Maintain responsive design. Stay up to date on the 



13

web’s latest technologies and make sure the site, its 

products are mobile-friendly/multi-platform ready. 

• Plan for future changes to the website. Beyond the 

focus of day-to-day activities, the improvement of 

the website as a whole is a necessary consideration; 

as tech/the web evolves, our job is to stay current 

with software and clouds/hardware that can improve 

the success of an online business. 

4. API: As we adapt our features into the bespoke, 

but parallel one you need, we will build the 

foundation, a web API, first. This future proofs 

you for scale and allows easier additions/updates, 

as we can take current collateral/assets into the 

new build. It’s important to note that when we 

build a digital product/tools, it is not a reskin; first 

and foremost, we construct your API (Application 

Programming Interface) from a new foundation, 

but more quickly as we have tested an built the 

source code within our API, for other sports 

already (this is iteration #4). Anytime a platform 

or digital product or tool is begun, it needs to have 

an API as it’s back bone; this becomes the “brain” 

to which all calls are made, including the Front 

End of the website, any mobile app produced and 

anytime you will want to share data or liaise with 

other platforms/sites. Any tech partner who does 

not begin with an API, is not laying down a proper, 

future proofed foundation to build upon. You get 

the chance to add any new feature that we do. 

5. I P : Our Platform as a Service and the WOOOBA 

sport related features within, are an intellectual 

property in which we continuously build, test 

and reiterate upon to improve upon over the past 

and future proof for years ahead; we are able to 

offer the PaaS more quickly, from the years of 

prior investments into research, development and 

execution. Should we be chosen to build this with 

you, we’d offer the PaaS license for our features at 

no extra cost (though the license agreement is to 

be signed as part of the retainer) to be reviewed 

quarterly. To cover our IP license costs, we would 

initially create a “revenue share” program around 

the various advertising and fintech opportunities 

(i.e. Wallet, Sponsor Zone, data via WOOOBA frontend) 

in ecosystem. 

6. A g i l e: We build in an agile process so as each 

feature is built and tested, we launch it. This 

allows for a faster build and release approach, 

for adapting to any changes needed, more quickly. 

Our target is a 7-day “sprint” in which a number 

of features would be built, tested and launched. 

Some sprints, if the feature(s) are weighted more 

heavily, may be set for longer than 7 days (typical 

sprints in tech companies are 10-14 days). 

14 



Team WOOOBA 

Dan Lane 

CEO, Product Manager 

Formerly a Divisional Director at Sony UK, Dan served as a Sony UK tech 

board member (€1.5bn), 300 EMEA employees. Grew his own division 

to over €16M, €1m+ profit with 30 staff of mostly software and sales 

engineers. From a VP in mobile applications development, to a music 

analytics CEO, he has over twenty years of global sales, marketing & 

technical service in mobile, web/analytics & electronics and decades of 

hoops, from Colorado, to L.A./S.F.Paris/Hong Kong. 

Chris Moreton 

Technical Director 

Co-founder of LondonTennis and UKFootballFinder, Chris has lived the grassroots 

sports life for over ten years, but building web-based applications for almost 

twenty. His tech expertise ranges from high-traffic social networking sites such 

as RedHotPawn to high-profile government services for the Ministry of Justice. 

His career began building back-end financial systems in banking, spending eight 

years as a technical architect at JP Morgan and then Barclays. 

Jason Seegoolam 

Head of Technology 

Passionate, confident and a strong believer that anything is possible. A coder 

with deep experience delivering solutions to big brands. Jason has built a 

business on a smorgasbord of hard skills in native mobile app development, 

MEAN Stack, Java and most languages known to homo sapiens. While working 

with well known brands, he’s helped them thrive by creating new, lower cost, 

never before seen methods of content distribution, simplified the content 

sharing process, bespoke, and created tools which boost custom content 

creation, thus eliminating the ‘middle man’.

Ryzard Akita 

Lead UX UI Designer/Frontend Developer 

As the lead designer, Ryz’s experience ranges from designing and coding 

for music projects, tracking bus routes, to food delivery for the visually 

impaired. Nurturing his obsession of User Testing and User Experience, 

Ryz combines efficient code with thoughtful and exciting design, using his 

over 5 years of entrepreneurial, freelancing expertise. 

Mariana Kulinchenko 

Test Lead/Operations Manager 

Mariana has more recently aimed her experience into her love of Test. Together 

with her hands on experience in accountancy as well as diploma in levels F1 

Accountant in Business, F2 Management Accounting, F3 Financial Accounting, F4 

Corporate and Business Law, F5 Performance Management, F6 Taxation, she 

pedantically assures WOOOBA’s reliability and user friendliness. 

Iosif Vigh 

Backend Developer 

As a founding member of Saya Studio, Iosif has been working as a professional 

photographer slowly realising that software development is actually his true 

passion. With a degree in computer science engineering he’s able to see the 

whole picture of each problem which gets him started on projects quickly.

James Middlehurst 

COO, Data/Compliance Officer 

A lifelong career in Direct Marketing, data insight and compliance, CEO 

and Board in several Direct Marketing retail, financial services businesses 

including Time Life Books, delivering data driven direct-to-consumer 

solutions for 20 years. In 2003, James set up Fraudscreen the industry’s 

leading solution for first party fraud. Founder member of the Direct 

Marketing Commission in 1998,12 years. 

Phil Molyneux 

Board Advisor, Non-Executive 

Served as Sony Electronics USA President & COO, then Sony Chairman, since 

2010. Former COO of will.i.am’s (Black Eyed Peas music group) wearable tech 

company, i.am+ / www.puls.com, currently President USA, Dyson Inc. 

Russell Thornton 

Board Member, Non-Executive CTO 

Director of IT Strategy & Architecture for Legal & General, former CTO and 

Executive Committee 

Member for Cofunds; an expert in Software Design, Business Intelligence, Online 

Systems Architecture, Relational and Multidimensional databases.

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