NEW PRODUCT MANAGEMENT

 

NEW PRODUCT MANAGEMENT

 

Order Description

1. Assіgnmеnt questіon

 

As a new product manager уou have been asked to іdentifу a suitable new product/service for you organisation. At this stage, your manager has requested an interim
report which identifies a suitable opportunity and a recommended new product concept. In your report include:

• A brief description of the organisation and the market it operates in.

• Select a potential opportunity which could be exploited by the organisation, and justify its selection.

• Generate two new product concepts, provide a clear explanation of the concept and illustrate how they are connected to the opportunity.

• Evaluate the two new product concepts and recommend one new product concept for the organisation to take forward into the next stage of full screen testing. Your
evaluation needs to consider factors such as fit with the strategy, technical and marketing feasibility.

• Provide recommendations.

 

Please note you are not expected to undertake market research for this project. However, the evaluation needs to be substantiated using credible sources such as
journal articles and reports.

This assignment focuses on the early stages of the new product process, in particular stages 1– 3. You may choose to base this on your own organisation or an
organisation you are familiar with, or a fictitious company. Ensure you support your discussion with relevant journal articles and reports.

2. Important Assignment Instructions
• The required word length for this assignment is 2500 words (plus or minus 10%).Note the reference, appendices and Executive summary not included in the word count
and my grade will be adversely affected if my assignment word length is beyond the allowed tolerance level.
In terms of structure, presentation and style you are normally required to use:

• Word format is Calibri, 12 point.
• Spacing 1.5 Line spacing.
• Left aligned
• Inner Margin ( normally 3.17cm)
• Use references from different sources: 6-12
• Harvard style referencing (which includes in-text citations plus a reference list). My grade will be adversely affected if your assignment contains no/poor citations
• All references must be from credible sources such as books, industry related journals, magazines, company documents and recent academic articles. Use recent peer
reviewed journal articles as they would contribute to a higher grade.
• AIB standard report format ( SEE BELOW FOR FORMAT)
• AIB preferred Microsoft Word settings
• These requirements are detailed in the AIB Style Guide attached.

Also
• Make sure to follow the AIB Style Rules
• Keep the list in alphabetical order – do not use numbers or bullet points
• Only include those articles that you cited in your paper
• Please strive to have at least 12 scholarly articles, not business dictionary etc. Other references will be your company annual report etc, the Companies Act e
3.0 Example of someone old assignment that got 78 out of 100 (also see Lecturer comments after the references, so that you can read and improve my paper.)

Title: New Product Management
Assignment topic
As a new product manager you have been asked to identify a suitable new product/service for you organisation. At this stage, your manager has requested an interim
report which identifies a suitable opportunity and a recommended new product concept
Executive summary
This document focuses on the first three stages of the new product development. A state owned sector called Guyana Sugar Corporation is explored within this document,
this industry produces raw crystal sugar for direct consumption, its operations facilities also produces bi-products which was consider of little value until this
document was written. This document contains practical opportunity identify for Guysuco bi-products as well as a comprehensive review of those products to form two
concepts, using highly credible proven theories. To cap it off information of a detail evaluation using concepts that were adapted by companies who successful launch
profitable new products can be found in the latter part. This document ends by offering useful workable recommendations as to which of the two concepts would be better
to proceed with in the last two stages of new product developmentTable of contents Pages
Introduction ………………………………………………………………………………………………. 1
1.0 A potential opportunity ……………….……………………………………………………………2-3
2.0 Generating Product concept. ……………………….…………………………………….. 3
2.1. Preparation ………………………………………………………………………………………….3
2.2. Finding and solving customer’s problems …………………………….……………..4
2.3 The products attributes ………………………………………………………………………..5
2.4.0 Analytical attributes …………………………………………………………………………..5
2.4.1 Trade off analysis …………………………………………….…………………………..6
2.4.2 Perceptual gap ………………………………………….…………………………………6
2.4.3 Relationship analysis ……………………………………………………………………7
2.4.4 The new product concept …………………………………………………………….7-8

3.0 Evaluating the new product concepts ………………………………………………………..9
3.1. Evaluating for strategic fit ……………………………………………………………………9
3.1.1 Risk ……………………………………………………………………………………………..9
3.1.1 The people dimension …………………………………………………………………10
3.1.3 The Product Innovation Charter ………………………………………………….10
3.1.4 Product portfolio …………………………………………………………………………10
3.2. Evaluating for core competencies …………………………………………………………11
3.3. Evaluating marketing feasibility …………………………………………………………….12
3.3.1 The A-T-A-R model …………………………………………………………………………12
3.3.2 The respondent group ……………………………………………………………………13
3.3.3 Product platform ……………………………………………………………………………13
3.3.4 Cumulative expenditure curve ……………………………………………………….13

Recommendation …………………………………………………………………………………..………..14

Conclusion …………………………………………………………………………………………….………..15

References ………………………………………………………………………………………………………..16

 

 

Introduction
The organization chosen for this assignment is the Guyana sugar corporation, this entity is located in Guyana, South America and is involved with the planting and
processing of sugar cane to produce sugar crystals for local and foreign markets. This corporation is publicly owned and has eight operating facilities through-out the
country it has an on roll employment figure of 17000 employees (GUYSUCO, 2016). This corporation has been involved in the sugarcane industry for over a century and has
not had much evolution in its organizational culture, it is headed by a board of directors, along with a ceo and a rigid organizational structure that assign pay to
position, also much of its critical value chain activities are Labor intensive thus its ability to compete globally is severely restricted finally it has a strong
union and political presence.
In the processing of sugar cane many other products are also produce within the factories such as molasses (a bi-product of sugar cane juice after all boiling is
completed) which is sold to distilleries at below market value due to the inability of the corporation to utilized this product its more of a ‘you take it as we have
no place to dispose of’ (GUYSUCO, 2016) for the molasses, also the actual boiling process produces huge quantity of vapour which when condenses produces huge volume of
condensate which is partially reused in the process and excess dumped into special reservoir and later disposed of.

 

1.0 A potential opportunity
One of most provocative modern trends in Guyana is health conscious, millennials are easily able to convince their parents (Baby Boomers), that existing eating habits
are not appropriate, the conventional method of catching rain water in a huge tank for drinking purpose compounded with the numerous illness that resulted from
drinking tap water, also drinking water in public from a conventional flask is taboo in Guyana, an exponentially steady increase in sales of bottle water within the
last five years is a testimony to the cultural change within the country . Within the health conscious context consuming tablets to boost critically needed vitamins
and minerals within the body is also given a back seat, since statutory requirements ensure all possible side effects to be clearly stated, some aspect such a liver
damage is more than enough to keep persons out of the pharmacy, the endorsement of eat naturally healthy products takes priority in the supply of vitamins and mineral
for a healthy body in Guyana. Part of Guysuco mission statement says ‘to be a world class sugar industry producing high quality sugar and added value by-products
(Guysuco, 2015) this draws congruence with health conscious due to various reasons such as:
1. Ongoing marketing plan says value added products, molasses a product rich in vitamins and minerals with no known side effects (Flynn, 2015) along with condensate
the purest form of water are all bi products of this corporation, these products can be converted to satisfy this health conscious need due to fact that to this
company already produces food grade products for direct consumption hence having this capability, addition to its existing technology can enable creation of a new
product line referred to as new to the firm products (Crawford & Benedetto, 2015) .
2. Molasses and condensate is of little value to the company in their existing state and can be consider as underutilized resources, modifying these products using its
laboratories to satisfy the health conscious needs, can be consider as technology and market drivers that will add value to the products which fits the strategy as
describe by its mission statement.
3. Guysuco markets its sugar under the brand ‘Demerara Gold’ it’s the premium supplier of organic cane sugar in Guyana and the Caribbean (Guysuco, 2015), branding its
bi-products under this name can extend its brand platform to create more value in the consumer mind.
4. These new to the firm products requires little change in operations hence has a little operational risk also the market is already familiar with this product and
there is a high demand for it hence little user mode risk, from the product-market matrix (Crawford & Benedetto, 2015) this venture has a low strategic risk and should
be consider.2.0 Generating Product concept.
2.1 Preparation
A mixture of baby boomers, generation x and millennials will be selected to identify opportunities to ensure neutrality and prevent bias. They will be reminded to keep
all brainstorming ideas limited to the firm bi-products as this is in keeping with the organization strategy. Also all ideas will be collected and no criticism during
brainstorming finally the culture of this organization shows that intrinsic rewards has more weight than extrinsic reward, hence intrinsic rewards will be at stake for
the successful team.
Since both bi products are currently being used by employees, they are referred to as lead users in this scenario and their ideas will be consider as ready made within
this context (Chen, et al., 2012), they will be asked to submit ideas such as how do you drink that molasses? What can we do to make condensate taste better? These
ready-made ideas from lead users will be consider also.

2.2 Finding and solving customer’s problems

 

Adapted from (Crawford & Benedetto, 2015) for this assignment

 

2.3 The product attributes

Adapted from (Crawford & Benedetto, 2015) for this assignment
2.4.0 Analytical Attribute
Determinant gap map for molasses

Adapted from (Crawford & Benedetto, 2015) for this assignment
The map above shows a gap in the low side effect and high nutritional value segment based on consumer’s likeness; this provides a good avenue to enter this industry
due to this determinant attribute. The idea here was to determine if any other product has the similar determinant, hence overlapping with molasses.

 

2.4.1 Trade off analysis for Guysuco Molasses

Adapted from (Crawford & Benedetto, 2015) for this assignment
The trade-off analysis above shows three attributes for vitamins, it tells us that customer prefer good tasting vitamins, with low cost and low side effects, the
trade-off here is that despite not having the best taste, Guysuco molasses would need to have a low cost and a low side effects to be a winner.
2.4.2 Perceptual gap map based on overall similarities (OS)

Adapted from (Crawford & Benedetto, 2015) for this assignment
Asking customer to differentiate the taste of water would be almost impossible since they would not be able to determine what attributes of the water is different or
similar. Rather than using individual attributes a test is carried out to determine perception of similarities with other water brands, from the ranking it can be seen
that Guysuco best is very similar to Amazon clear and dissimilar to Diamond. This info can be inputted into a multidimensional scaling (MDS) to develop the perceptual
map of similarities.
2.4.3 Relationship Analysis
Adapted from (Crawford & Benedetto, 2015) for this assignment
The simple two dimensional matrix shows a force relationship between scenario and what constitutes a family, any of these by themselves makes no sense but a family
with high school education and known medial illness will be very health conscious and opted to buy huge quantity of water.

2.4.4 The New product concept

Adapted from (Crawford & Benedetto, 2015) for this assignment
As seen in the figure above Guysuco has a form which is molasses this when combine with its refinery and bottling machine produces a concept called the technology-form
concept, combining the form with the health conscious needs of customers produces distilled water or a need-form concept, however health conscious needs combine with a
bottling plant and a refinery really cannot produce anything hence ill-define, finally combining the need for distilled water with a form (distilled water) using a
technology (refinery, bottling plant) produces a new product (Ayağ & Özdemir, 2007) known as bottled water, considered as a new to the firm product since its already
for sale on the market.

 

Adapted from (Crawford & Benedetto, 2015) for this assignment
The figure above shows the concepts for satisfying the need for distilled water, it can be seen that Guysuco already have a form called condensate when this is combine
with the need for distil water we have a concept called distilled water for everyday drinking, also when this form (distilled water) is combine with a treatment plant
and bottling machine we have a technology-form concept called bottled water, again the need for distilled water combine with the bottling plant cannot produce anything
that is define, finally combining all three produces a new produce called Bottled drinking water.

 

 

3.0 Evaluating the new product concept.
3.1.0 Evaluating for strategic fit

Developed for this assignment
3.1.1 Risk
The diagram shows various factors to be taken into consideration when viewing Guysuco strategy. Firstly molasses for direct consumption requires substantial capital
investment at the full screen testing stage since it requires extensive long term testing for as oppose to water, however molasses can be consider as oyster project
due to its high expected commercial value while the lower risk water project will yield a lower ECV commonly referred to as bread and butter projects (Crawford &
Benedetto, 2015) there is very little that can be done to transfer, mitigate or avoid this risk it will mostly have to be accepted if the bottling project is to
proceed forward, in essence there is risk reward payoff higher risk means higher returns (Kotler, et al., 2013).
3.1.2 The people dimension
The mere fact that everything is tentative draws uncertainty in management ability to make decision (Kahn, 2005), here the decision about the bottle molasses draws
great uncertainty due limited marketing data as this industry in relatively small, as compare to the bottle water which has extensive marketing data available. With
more certainty about the bottle water dimension managers are more incline to endorse and hence support this venture as compare to the water which can be considered as
fragile and easy to kill (Crawford & Benedetto, 2015). Managers undergoes the agency theory (Tricker, 2015) where failure may result in loss of personal gain and
status, this causes them to lean to a sure winner as compare to uncertainty, without them considering ROI or payback periods.
3.1.3 The PIC
In both concept a bottling plant is needed, which requires a technology that Guysuco doesn’t have hence neutrality in this concept, however Guysuco possesses a greater
advantage for the molasses, where existing customers for sugar can be educated on molasses simple analogies such as our sugar is great now try our molasses, however
the water falls out of alignment of the company brand positioning where customer knows Guysuco for producing sugar. Finally, the current market is flooded with bottle
water manufacturer there is little market space, this falls very close or even overlap competitors, whereas bottle molasses seems isolates from competitors and offers
competitive strength (Feetham & Gendall, 2013).
3.1.4 Product portfolio
Molasses is produce directly from the sugar boiling process if this process stops no molasses can be produce moreover any major disturbance such as natural disaster
(flooding) of the entire cultivating results in total closure of Guysuco much like putting all eggs in one basket, however if sugar fails water can still continue in
essence water adds diversification hence reducing portfolio of risk (Titman, et al., 2016).

3.2. Evaluating for core competencies

Developed for this assignment

The figure above shows that the engineering team is capable of engineering a new food processing facility for both product primarily because of previous knowledge of
sugar handling and packaging, however in the lower category training is required for molasses since measuring vitamins and minerals content is way more complex than
testing water salinity and ph. Evaluation must never overlook taste as this can lead to major pothole in the future (Crawford & Benedetto, 2015), this is critical
since molasses taste can pose a difficulty due to its huge taste variation, this is certainly well out of the capability reach of the company and may requires either
alliance or outsourcing to sort out, as oppose to water whose taste has little variation. Finally prototypes are essential for evaluation of food product as buyers
will not be in a position to react without first using the product (Crawford & Benedetto, 2015), this aspect is well within the reach of the current technology and
resources of Guysuco, since the company has a lab and qualified engineers to manufacture initial quantity of both products, this prototype testing will in both concept
provide invaluable data.

 

3.3.0 Evaluating Marketing Feasibility

Developed for this assignment

 

 

3.3.1 The A-T-A-R model
The first concept the A-T-A-R model (Crawford & Benedetto, 2015), says that awareness of both product will be done using the Guysuco Demerara Gold brand platform,
which has a strong position in the food sector of the market, while availability will be obtain using existing distribution networks such as supermarkets, distribution
centres and mini marts, however getting customers to try a bottle of water is relatively easy compare to a bottle of molasses since water usage is driven primarily by
thirst needs, extensive marketing campaign will be required for innovators to start using molasses, finally a sense of satisfaction or happiness derive from both
product will determine repeated usage.

3.3.2 The respondent group
Stakeholders such as employees, distributors and suppliers will be interviewed and analyse to bring the new products on board, the distinction here is the suppliers
and distributors will have a degree of alignment with molasses because their storage facilities and distribution networks could easily accommodate the molasses however
the water may be more difficult, it may require additional or modification in transportation and storage since it’s not compatible with sugar in this regard.

3.3.3 Product Platform
Bottled molasses has two important attributes which can give rise to three important ratings, taste, side effects along with taste and side effects hence in a cluster
analysis we can have three benefit segments, bottle water on the other hand is not limited in this regard. From a marketing and technological point of view various
combination of water such as flavour water, carbonated water, vitamin water etc. can be produce with no modification to the manufacturing facility, this broad base
product platform will certainly be needed to accommodate the increase in population (GUYSUCO, 2016),and changing customers preferences allowing water to be marketed in
a variety of way to match current and future needs as they may arise, it is not limited to taste and side effects.

3.3.4 Cumulative expenditure curve
Hossain (2011) states that for firms within the manufacturing sector initial technical cost are relative low while late cost are high as a result of extensive
marketing campaign techniques. This hold true since the raw material and human resource capability is available at Guysuco initial expense will be low but at launching
a significant amount of financial resource would be required, the two important concepts here are, firstly more financial resource would be required for bottle
molasses at launching mainly due to the fact that this product has an extremely close relationship to a pharmaceutical product, secondly from a financial perspective
the pay-back period would be longer, the invested sum for extensive marketing campain would have to take into consideration the time value of money as more invested
now on molasses would have to guarantee long term sustainability to ensure pay- back period is covered and return on investment is guarantee.

 

4.0 Recommendation
Which product to take forward into full screen testing
The two products replicate a real life situation hence this literature did not demonstrates clear cut bias for one concept, making it difficult in selecting a new
product, however if we consider that bottle molasses requires substantial financial resource for training, testing and at launching, also it does not offer any
diversification, it has a limited product platform and its success is heavily dependent on taste, on a global scale this is critical to success. On the other hand
bottle water offers the opposite to those factors mention in addition, managers job security and position will not be under threat with the water project also a
growing population will certainly increase water usage exponentially as compare to bottle molasses, finally changing customer preferences can be easily accommodated by
water which adds assurance to the payback period. It can be said that from the evidence provided the bottle water concept is recommended for full screen testing.

 

Conclusion
It has been shown that health conscious customers created a need for drinking water and vitamin, this in turn created an opportunity for Guysuco via its by-products,
namely condensate and molasses. Firstly the two products were explored using various tools such as gap analysis, trade-off analysis and relationship analysis to obtain
two concepts. These concepts were then analysed using the product innovation charter (pic) to determine strategic fit, also criteria for preparing team were
highlighted. Secondly both concepts were evaluated using various techniques to determine strategic fit, technical capabilities and market feasibility. Techniques such
as risk analysis, product portfolio and product innovation charter were used to determine strategic fit, while human resource, potholes and prototype were used to
determine technical capabilities, lastly the A-T-A-R model, product platform, expenditure and respondent group were used to analysed for market feasibility. Finally a
decision on which product to take forward was made after evaluation of the concepts.

 

 

 

References
Ayağ, Z. & Özdemir, G. R., 2007. An analytic network process-based approach to concept evaluation in a new product development environment.. Journal of Engineering
Design., 8(3), pp. 209-219.
Chen, J., Guo, Y. & Zhu, H., 2012. Can me-too products prevail? Performance of new product development and sources of idea generation in China – an emerging market..
R&D Management., 2(3), pp. 273-288.
Crawford, M. & Benedetto, A. D., 2015. New product management. 11 ed. New York: McGraw-Hill Education.
Feetham, P. & Gendall, . P., 2013. The Positioning of premium private label brands.. Market & Social Research, 21(1), pp. 28-30.
Flynn, R., 2015. Improve DMI post calving with molasses.. Irish Farmers Monthly, 1(1), p. 47.
Guysuco, 2015. Guysuco annual report 2015 – Parliament of Guyana. [Online]
Available at: www.parliament.gov.gy/documents/…laid/5866-guysuco_annual_report_2015.docx
[Accessed 07 February 2017].
GUYSUCO, 2016. Man power planning report, Georgetown: Guysuco ISD.
Hossain, T. M., 2011. Diffusion and experience curve pricing of new products in the consumer electronics industry.. Journal of Management & Marketing Research, 6(1),
pp. 1-9.
Kahn, K. B., 2005. Department Status: An Exploratory Investigation of Direct and Indirect Effects on Product Development Performance.. Journal of Product Innovation
Management, 22(6), pp. 515-526.
Kotler, P. et al., 2013. Marketing management: an Asian perspective. 6nd ed. s.l.:Person Education South Asia Pte Ltd, Singapore.
Titman, S., Martin, T., Keown, A. & Martin, J., 2016. Financial Management Principles and Applications. 7th ed. Melbourne VIC: Person Australia.
Tricker, B., 2015. Corporate givernance: policies and practices. 3 ed. London: Oxford university press.

4.0Lecturer Comments for the sample asssignment above.

 

 

4. Reading Resources that you can use for my paper.

Prescribed textbook : Crawford, CM & Di Benedetto, C 2015, New products management, 11th edn, McGraw Hill, New York (ISBN: 9780078029042). Please note that the 10th
edition (ISBN: 9780071289238) is also suitable.

Textbooks are available to purchase online through The Co-op Bookshop or a supplier of your choice. See: https://www.aib.edu.au/student-resources/text-books/.

Prescribed reading

Schneider, J & Hall, J 2011, ‘Why most product launches fail’, Harvard Business Review, vol. 89, no. 4, pp. 21–23.

[This article further expands on Topic 1. It discusses the five flaws that may result in products’ launch failure which have been identified through an industry
survey, expanding the textbook reading. It offers additional insights about the challenges that organisations face when they introduce new products providing real-life
examples about failed products to students.]

Required readings

1. Antorini, Y & Muñiz Jr., A 2013, ‘The benefits and challenges of collaborating with user communities’, Research Technology Management, vol. 56, no. 3, pp. 21–28.

[This article further expands on Topic 4. It provides more detailed information about the practical benefits of user communities for product innovation using an
example of the LEGO company. Different strategies are discussed including the use of specific revenues for multiple users to submit and nominate favourite designs
(i.e. websites) to reliance on individual designers. Challenges of user communities and practical aspects of accessing the right target groups are addressed, providing
more details beyond the textbook.]

2. Cooper, RG 2014, ‘What’s next? After Stage-Gate’, Research Technology Management, vol. 57, no. 1, pp. 20–31.

[This article further expands on Topic 2. It provides more detailed discussion about the steps that a company may go through during new product development. In
particular, it contrasts a traditional Stage-Gate approach where a product is defined before the development process moves to a development stage. The Idea-to-Launch
system proposed in this article reflects a more dynamic business environment where a product is being fleshed out or comes together closer to the development stage as
a result of new information or a new need. This process welcomes multiple spiral iterations and consumer tests before the idea is finalised. This article provides more
advanced theory for the overall new product development process.]

3. Goffin, K, Varnes, C, van der Hoven, C & Koners, U 2012, ‘Beyond the voice of the customer’, Research Technology Management, vol. 55, no. 4, pp. 45–53.

[This article further expands on Topic 7. Traditionally used questionnaires (surveys), interviews and focus groups may not be useful to gain insights about consumer
preferences in the context of new product development. Hence, the article draws attention to ethnographic research as a tool to gain a deeper understanding of
customers, which can be used to overcome the limitations posed by the traditional research techniques. The article provides practical information for both services and
tangible goods, where testing services represents a quite challenging activity, because compared to products, which can be touched and examined, services need to be
discussed.]

4. Martinsuo, M & Poskela, J 2011, ‘Use of evaluation criteria and innovation performance in the front end of innovation’, Journal of Product Innovation Management,
vol. 28, no. 6, pp. 896–914.

[This article further expands on Topic 5. The authors highlight the importance of a screening process in assisting managers in making decisions about the projects that
will go ahead and the ones that will be terminated. This article examines the previously overlooked aspect of using different evaluation criteria in the front end of
innovation and its relation to innovation performance. The moderating effect of product complexity is also discussed using empirical data.]

Optional resources

Farris, PW, Bendle, NT, Pfeifer, PE & Reibstein, DJ 2010, Marketing metrics: the definitive guide to measuring marketing performance, Upper Saddle River, New Jersey.

Kahn, KB 2013, The PDMA handbook of new product development, 3rd edn, Wiley and Sons, New Jersey. (Available via Proquest)

Karol, R & Nelson, B 2007, New product development for dummies, Wiley Publishing, Indiana.

Gorchels, L 2012, The product manager’s handbook, 4th edn, McGraw Hill.

Moore, GA 2014, Crossing the chasm: marketing and selling disruptive products to mainstream customers, 3rd edn, HarperCollins, New York.

Trott, P 2017, Innovation management and new product development, 6th edn, Pearson.

Ulrich, KT & Eppinger, SD 2011, Product design and development, 5th edn, McGraw-Hill.

These texts will be contextualised to reflect the unique regional geographic circumstances of the particular industry, enterprise or student/client group.

Relevant journals (use the Publications tab in EbscoHost to access individual journals)

Academy of Management Review Administrative Science Quarterly Business Horizons European Journal of Marketing Harvard Business Review Industrial Marketing Management
International Journal of Service Industry Management Journal of International Marketing Journal of Marketing Journal of Product Innovation Management Journal of
Services Marketing RandD Management Research Technology Management Sloan Management Review

Useful websites

Design www.ideo.com Brands https://landor.com Research and sales tracking www.npd.com Product development and innovation www.pdma.org (Product Development and
Management Association) Analytical Software www.expertchoice.com and www.sawtoothsoftware.com

 

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